Upwork Reset 2025:
How to Refresh Your
Freelance Strategy
UpWork in 2025 looks very different from just a few years ago. There are fewer clients in some niches and more in others; proposals have become more expensive due to Connects and Boost; JSS and commission rules have been updated, with service fees now ranging from 0% to 15%. In this environment, even experienced freelancers need to revisit their strategies.
We’ve outlined 5 practical steps to help you adapt to the new rules and turn these changes into opportunities.
1. Update Your Skills
According to Upwork, freelancers with AI skills earn about 40% more per hour. Artificial intelligence is already actively used across many digital fields:
3D and design — generative tools for visualization and modeling;
video and VFX — AI for editing, effects creation, and production optimization;
marketing and content — SEO analytics, personalized text, content planning;
development — AI-assisted coding, testing, and optimization;
analytics and data science — rapid data processing and predictive modeling.
Tip: highlight these technologies in your profile. Updating your skill set with in-demand tools can attract a new flow of projects.
2. Rethink Your Pricing Strategy
In 2025, client activity on Upwork varies by niche: in some areas budgets are growing, in others they are declining or staying flat. That’s why there’s no point in focusing on the “average market.” Instead, analyze your own category — especially if you’re adding new skills.
What to do:
track budgets in your category;
adjust your rates according to your niche;
include the cost of Connects, Boost, and service fees in your pricing;
use Project Catalog as an additional visibility channel. Create a few service packages you’re ready to deliver — this allows you to appear in client searches even without active proposals.
Practice: experienced freelancers often start with lower rates in a new niche to build reviews, then raise prices to target clients with bigger budgets.
3. Optimize Your Proposals
Upwork is earning more from Connects — freelancer spending on them grew by 19% year over year. Proposals should be treated as investments.
What to do:
research clients carefully before writing: check their history, past hires, and reviews;
apply only to relevant jobs (where your skills match, the budget is realistic, and there are no red flags);
set a monthly budget for Connects;
track the status of job posts you’ve applied to. Monitor whether the client has hired someone or started interviews — this helps refine your strategy;
use Boost only for high-priority jobs.
Example: our recent research showed that clients from the U.S. stopped responding to proposals in the last month, although they had been active earlier. As a result, we decided to pause applying to U.S. jobs until September and focus on other regions. This saves Connects and improves response rates.
Also, check out our guide: How to Choose the Right Clients on Upwork: Practical Tips
4. Leverage the New JSS Rules
The Job Success Score is now more transparent: the Job Success Insights tool was introduced, and the system now weighs long-term contracts and larger budgets more heavily. Clients can also leave new feedback every three months, which immediately affects your JSS.
What to do:
review JSS Insights regularly;
focus on long-term contracts — they carry more weight;
ask clients for interim feedback during ongoing projects.
Read more: Updated JSS: A Transparent Reputation System on Upwork
5. Plan for the New Commission Model
Since May 2025, Upwork’s service fee has become variable — from 0% to 15%.
Important: the commission rate is set by Upwork at the start of each month for each category. For example, if your category is set at 10% this month, all new contracts will have that fee until they end. The percentage may change again next month.
What to do:
check the commission for your category at the start of each month;
if the fee is higher (15%), adjust your rates or optimize your work to maintain profitability.
Upwork is increasingly resembling a marketplace for entrepreneurs, where success depends not only on skills but also on strategy, financial planning, and long-term thinking
There’s no universal formula. For some, the new commission model will unlock additional earnings; for others, the rising cost of proposals may outweigh the benefits. The key is to think like a business, not a side hustle: analyze niches, calculate ROI for each proposal, and treat your profile and JSS as long-term investments.
Upwork in 2025 is no longer a “quick start” platform but a space for freelancers ready to build systems, adapt, and grow with the market. And it’s those who do that who will win the best clients and the largest projects.
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