Asana, Inc.

San Francisco, CaliforniaFounded 2008

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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.

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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

Personal

$0 (Free forever)

For 1-2 users managing personal projects. Unlimited tasks, projects, messages, activity logs. List, board, and calendar views. 100+ free integrations.

Starter

$10.99 per user/month (billed annually)

For growing teams. Includes Asana AI, AI Studio, Timeline/Gantt view, workflow builder, project dashboards, universal reporting, advanced search, custom fields, forms, unlimited automations.

Advanced

$24.99 per user/month (billed annually)

For companies managing portfolios across departments. Includes Goals, unlimited portfolios, portfolio workload, Salesforce/Tableau/Power BI integrations, forms branching, approvals, proofing, native time tracking.

Enterprise

Contact sales for pricing

For complex work coordination. Includes workflow bundles, resource management, SAML, SCIM, service accounts, mobile app controls, custom branding, 24/7 support.

Enterprise+

Contact sales for pricing

For strict compliance requirements. Includes audit log API, SIEM integration, data loss prevention, eDiscovery, archiving, managed workspaces, data residency, enterprise key management, HIPAA compliance.

Public company. Direct public offering on NYSE (ticker: ASAN) in September 2020 at $5.5 billion valuation. Also dual-listed on Long-Term Stock Exchange (LTSE) since August 2021. Part of Russell 2000 component.