Business Description

Overview Asana is the system of action for work, built for the Agentic Enterprise. We provide a comprehensive solution where humans and AI agents can collaborate effectively so that individuals work smarter, teams move faster, and organizations deliver results. Over 180,000 paying customers across 200 countries and territories us e Asana to connect their work to company goals and orchestrate mission-critical workflows like product launches, employee onboarding, resource planning, tracking company-wide strategic initiatives and more. By combining institutional memory with a governed execution surface, our platform enables organizations to orchestrate work across human and AI team members. This drives clarity, accountability, and impact across the organization from executives and department heads to the team leads, individuals, and agents delivering the work. In Asana, the "Who, What, When, and Why" of work is transparent, ensuring that every action, whether taken by a person or an AI agent, is grounded in real business context and aligned to strategic goals. Why Asana was Founded Asana was created because our co-founders experienced firsthand the work coordination challenges faced by large and growing companies. Instead of spending time on high impact work that generates results, employees get stuck in status meetings, lose time trying to use fragmented tools, and struggle to find information and coordinate work across a sprawl of emails, documents, and communication apps. Our co-founders created Asana to address this work coordination, transparency, and execution problem. They developed a solution that brings cross-functional teams together effectively and created a dynamic record and dependency map of all work across the organization. From the goals at the top to the strategic portfolios in place to achieve those goals, down to the cross-functional projects and individual tasks that support those strategies – Asana captures it all. By building this proprietary map of how work relates, our Work Graph®, Asana provides the essential institutional memory and orchestration layer that allows both human teams and AI agents to work smarter to drive better outcomes, faster. Our Business Model Asana is a multi-product company with a hybrid go-to-market approach, combining a product-led model, direct sales and channel partners. Our approach follows a bottom-up and top-down model, where product adoption by individual teams provides the foundational signals for our direct sales team and channel partners to step in and scale strategic enterprise accounts. By combining our self-service engine with investments in our direct sales and channel programs, we meet customers wherever they are in their journey while maximizing account expansion and long-term value. Many customers initially adopt our platform through product-led channels such as our website and free trials, often quickly expanding through customer support and professional services via the promotion of new use cases. As customers experience the productivity benefits of Asana, our platform becomes critical to tracking and orchestrating work to achieve business objectives faster, which drives further adoption and expansion. This pattern of increasing platform value is evidenced by our dollar-based net retention rate, which generally increases with greater organizational spend. To further strengthen our enterprise motion, we maintain a partner program which includes a robust ecosystem of value-added resellers, managed service providers, and technology partners across more than 50 countries. These partners have unique expertise, services and products that complement Asana’s portfolio. Our sales program supports partner success via comprehensive education and certification resources and a global partner directory where customers can connect with Asana partners directly for project support or managed services. The effectiveness of our hybrid go-to-market approach is demonstrated by our strong customer metrics. As of January 31, 2026, our dollar-based net retention rate for Core customers (those spending $5,000 or more annually) 6 Table of Contents was 97%, representing 25,928 customers. For our largest customers, spending $100,000 or more annually, our dollar-based net retention rate was 96%, comprising 817 customers.…