Asana, Inc.
To help humanity thrive by enabling the world's teams to work together effortlessly. Asana is a leading work management platform for human + AI collaboration, helping organizations bring clarity to complexity and turn plans into action with AI working alongside teams.
Founding Story
Dustin Moskovitz and Justin Rosenstein met at Facebook, where they discovered that teams were spending over half their day in meetings, responding to email, and searching for information. They built an internal productivity tool called Tasks to help Facebook teams coordinate work. Inspired by the positive impact, they left Facebook in 2008 to found Asana with the mission to help teams focus on skilled work rather than distracting 'work about work'.
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Leadership
Founders
Dustin Moskovitz
Co-founder of Facebook, served as Facebook's co-founder and Vice President of Engineering. Left Facebook in 2008 to start Asana with Justin Rosenstein.
Justin Rosenstein
Former Facebook and Google engineer. At Facebook, he worked with Dustin Moskovitz on building productivity tools including Facebook Tasks. Left Facebook in 2008 to co-found Asana.
Executive Team
Dan Rogers
Chief Executive Officer
Previously CEO of LaunchDarkly and President at Rubrik. Former CMO at ServiceNow, with leadership positions at Symantec, Salesforce, Amazon Web Services, and Microsoft. MBA from Harvard Business School (Baker Scholar), BSc in Economics from University of Birmingham.
Sonalee Parekh
Chief Financial Officer and Head of Finance
Former CFO of RingCentral and CFO of Hewlett Packard Enterprise's Communication Technology Group. Previously Senior Vice President of Corporate Development and Investor Relations at HPE. Held senior leadership roles at Goldman Sachs, Jefferies, and Barclays Capital. Bachelor of Commerce from McGill University, Chartered Accountant.
Business Model
Revenue Model
SaaS subscription model with tiered pricing (Personal/Free, Starter, Advanced, Enterprise, Enterprise+). Revenue from API usage, subscriptions, and enterprise licenses. Additional revenue from AI Studio credits and add-ons like Timesheets and Budgets.
Pricing Tiers
For 1-2 users managing personal projects. Unlimited tasks, projects, messages, activity logs. List, board, and calendar views. 100+ free integrations.
For growing teams. Includes Asana AI, AI Studio, Timeline/Gantt view, workflow builder, project dashboards, universal reporting, advanced search, custom fields, forms, unlimited automations.
For companies managing portfolios across departments. Includes Goals, unlimited portfolios, portfolio workload, Salesforce/Tableau/Power BI integrations, forms branching, approvals, proofing, native time tracking.
For complex work coordination. Includes workflow bundles, resource management, SAML, SCIM, service accounts, mobile app controls, custom branding, 24/7 support.
For strict compliance requirements. Includes audit log API, SIEM integration, data loss prevention, eDiscovery, archiving, managed workspaces, data residency, enterprise key management, HIPAA compliance.
Target Markets
- Enterprise companies
- Mid-market businesses
- Small and growing teams
- Technology companies
- Professional services
- Marketing and creative agencies
- Project management and tracking
- Work coordination across teams
- Goal setting and alignment
- Portfolio management
- Marketing campaign management
- Product development and launches
- Accenture
- Amazon
- Anthropic
- Suzuki
History & Milestones
Dustin Moskovitz announced retirement as CEO
Dan Rogers announced as new CEO, effective July 21, 2025
Announced AI Teammates collaborative agents
Launched Asana Gov for government sector
Launched AI Studio for customizable AI agents
1 AI Tool by Asana, Inc.
Asana
9moProject management tool with AI features for task organization, workflow optimization, and automated workflow orchestration.
