diff --git a/CHANGELOG.md b/CHANGELOG.md
index d87851d5af8b..b3804c214df2 100644
--- a/CHANGELOG.md
+++ b/CHANGELOG.md
@@ -1,3 +1,17 @@
+## Fleet 3.10.0 (Mar 31, 2021)
+
+* Add `fleetctl` agent auto-updates beta which introduces the ability to self-manage an agent update server. Available for Fleet Basic customers.
+
+* Add option for Identity Provider-Initiated (IdP-initiated) Single Sign-On (SSO).
+
+* Improve logging. All errors are logged regardless of log level, some non-errors are logged regardless of log level (agent enrollments, runs of live queries etc.), and all other non-errors are logged on debug level.
+
+* Improve login resilience by adding rate-limiting to login and password reset attempts and preventing user enumeration.
+
+* Add Fleet version and Go version in the My Account page of the Fleet UI.
+
+* Improvements to `fleetctl preview` that ensure the latest version of Fleet is fired up on every run. In addition, the Fleet UI is now accessible without having to click through browser security warning messages.
+
 ## Fleet 3.9.0 (Mar 9, 2021)
 
 * Add configurable host identifier to help with duplicate host enrollment scenarios. By default, Fleet's behavior does not change (it uses the identifier configured in osquery's `--host_identifier` flag), but for users with overlapping host UUIDs changing `--osquery_host_identifier` to `instance` may be helpful. 
diff --git a/charts/fleet/Chart.yaml b/charts/fleet/Chart.yaml
index 7ff47229df5d..abd583dd2baf 100644
--- a/charts/fleet/Chart.yaml
+++ b/charts/fleet/Chart.yaml
@@ -4,8 +4,8 @@ name: fleet
 keywords:
   - fleet
   - osquery
-version: 3.9.0
+version: 3.10.0
 home: https://github.com/fleetdm/fleet
 sources:
   - https://github.com/fleetdm/fleet.git
-appVersion: 3.9.0
+appVersion: 3.10.0
diff --git a/charts/fleet/values.yaml b/charts/fleet/values.yaml
index 1de99dbfd66b..9276cb3dd045 100644
--- a/charts/fleet/values.yaml
+++ b/charts/fleet/values.yaml
@@ -2,7 +2,7 @@
 # All settings related to how Fleet is deployed in Kubernetes
 hostName: fleet.localhost
 replicas: 3 # The number of Fleet instances to deploy
-imageTag: 3.9.0 # Version of Fleet to deploy
+imageTag: 3.10.0 # Version of Fleet to deploy
 createIngress: true # Whether or not to automatically create an Ingress
 ingressAnnotations: {} # Additional annotation to add to the Ingress
 podAnnotations: {} # Additional annotations to add to the Fleet pod
diff --git a/tools/fleetctl-npm/package.json b/tools/fleetctl-npm/package.json
index cb72dca5bb66..d2698bada81d 100644
--- a/tools/fleetctl-npm/package.json
+++ b/tools/fleetctl-npm/package.json
@@ -1,6 +1,6 @@
 {
   "name": "fleetctl",
-  "version": "3.9.0",
+  "version": "3.10.0",
   "description": "Installer for the fleetctl CLI tool",
   "bin": {
     "fleetctl": "./run.js"