Asana provides a work management platform that functions as a system of action for work, enabling humans and AI agents to collaborate effectively so that individuals work smarter, teams move faster, and organizations deliver results. The platform captures tasks, goals, dependencies, and related conversations in a proprietary data model called the Work Graph, which creates a shared, real-time view of who is doing what, when, and why across the enterprise. This shared context supports clarity, accountability, and alignment from executives to individual contributors and AI agents. Asana’s software is offered as a multi-product suite that includes the core work management solution, AI Teammates that act as collaborative agents, AI Studio for building repeatable automated workflows, and Asana Gov for government and regulated industry customers requiring FedRAMP compliance. The company serves customers in more than 200 countries and territories, supporting use cases such as project and process management, goal setting and reporting, resource allocation, and strategic planning.

Asana generates revenue principally through subscription fees for its tiered, seat based plans, which include Personal, Starter, Advanced, Enterprise, and Enterprise+ editions. In addition to subscriptions, the company derives income from professional services and customer support that help drive adoption and expansion of its platform. Sales are executed via a hybrid go to market model that blends product led adoption, a direct sales force focused on large enterprise accounts, and a global network of channel partners comprising value added resellers, managed service providers, and technology partners across more than 50 countries. The effectiveness of this approach is reflected in dollar based net retention rates of 97% for Core customers spending 5,000 or more annually and 96% for the largest customers spending 100,000 or more annually. As of January 31, 2026, the company had over 180,000 paying customers, of which 25,928 were Core customers and 817 exceeded the 100,000 annual spend threshold. Asana also maintains a partner program that provides co marketing, technical support, and joint go to market resources to extend its reach.

Asana competes in a crowded market that includes providers of work management solutions, broader productivity suites, and vendors that focus on vertical or department specific tools. The company differentiates itself through its proprietary Work Graph which captures the relationships between work, people, and goals, enabling a shared context that supports both human collaboration and AI driven automation. Additional competitive strengths include ease of use, reliable performance, strong security and governance features, a wide range of integrations with third party applications, and a brand recognized for innovation and customer focus. Organizations choose Asana for its category leading net promoter score and cross functional capabilities, which contribute to high customer satisfaction and renewal rates.

Asana reports over 180,000 paying customers located in more than 200 countries and territories, spanning industries such as technology, retail, education, non profit, government, healthcare, hospitality, media, manufacturing, professional services, and financial services. The customer base includes individuals, small teams, large enterprises, and public sector organizations that use the platform for project management, goal tracking, resource allocation, and strategic planning. Common use cases referenced in the filing include product launches, employee onboarding, resource planning, and the tracking of company wide strategic initiatives. The breadth of adoption demonstrates the platform’s ability to serve diverse workflows while maintaining security, scalability, and ease of use.