# Asana

Asana (NYSE: ASAN) is project management software rated 4.4/5 on G2 (10,500+ reviews) and 4.5/5 on Capterra (13,000+ reviews). Profile: pricing, revenue, founders, integrations.

**Category:** Project management / work management platform  
**Vendor:** Asana, Inc.  
**Founded:** 2008  
**HQ:** San Francisco, California, US  
**Website:** https://asana.com  


## About

Asana is a work management platform that lets teams plan, organize, and track work from individual tasks through to cross-functional programs and portfolios. It was co-founded in 2008 by Dustin Moskovitz (a Facebook co-founder) and Justin Rosenstein (a former Google and Facebook engineer) in San Francisco, and opened publicly in 2012 after an extended private beta. Asana went public via a direct listing on the New York Stock Exchange under the ticker ASAN in September 2020. The company reported approximately $723 million in revenue for fiscal year 2025 (ending January 31, 2025) and serves over 150,000 paying organizations across more than 190 countries. The product spans task and project views including list, board, timeline (Gantt), calendar, and portfolio, and has expanded to include workflow automation, goals tracking, and AI-powered features under the Asana Intelligence umbrella.

## Ratings

| Source | Score | Reviews |
|---|---|---|
| G2 | 4.4/5 | 10,500 |
| Capterra | 4.5/5 | 13,000 |
| Gartner Peer Insights | 4.4/5 | 312 |
| TrustRadius | 8.4/10 | 1,900 |

## Funding

~$453M across 8 rounds before its 2020 direct listing

| Round | Amount | Date | Lead |
|---|---|---|---|
| Seed | $1.2M | 2009 | Benchmark Capital, Peter Thiel |
| Series A | $9M | 2010 | Benchmark Capital |
| Series B | $28M | Mar 2012 | Andreessen Horowitz, Benchmark Capital |
| Series C | $50M | Dec 2014 | Generation Investment Management |
| Series D | $75M | Oct 2016 | Founders Fund |
| Series E | $75M | Nov 2018 | 8VC, Generation Investment Management |
| Series F | $150M | Feb 2019 | Generation Investment Management |
| Direct Listing (NYSE: ASAN) | N/A (no capital raised) | Sep 2020 | Direct listing at reference price $21/share |

## Viability

Low risk. Asana is a publicly traded company (NYSE: ASAN) with approximately $723 million in FY2025 revenue and over 150,000 paying organizations. Its co-founder CEO Dustin Moskovitz controls a significant share of voting power, giving the company long-term strategic stability. Asana has not yet achieved GAAP profitability but has been trending toward it; free cash flow turned positive in FY2024 and the company carries a healthy cash reserve. The main risk for buyers is not viability but value: at $24.99/seat/mo for Business (where most AI features live), Asana is meaningfully more expensive than tools like Monday.com or ClickUp on a per-seat basis, and the ROI case requires teams to adopt the platform broadly to realize the workflow benefits.

## Pricing

Asana's free plan is real and generous at 10 users, but most cross-functional teams hit its ceiling when they need timeline (Gantt) view or workflow automation. The Starter plan at $10.99/seat/mo unlocks those but caps automations at 250 actions per month, which is a real limit for any marketing or ops team with repetitive processes. Business at $24.99/seat/mo removes those caps and adds portfolios, goals, and AI features. A 15-person team on Business pays about $4,500 per year; confirm what you actually need before assuming Business is required, because many teams overestimate how many seats use advanced features.

| Plan | Price | Best for |
|---|---|---|
| Free | $0 | Teams up to 10 users; unlimited tasks and projects, list and board views, basic integrations |
| Starter | $10.99/seat/mo (annual) | Growing teams needing timeline view, workflow rules (250/mo), reporting dashboards |
| Advanced | $24.99/seat/mo (annual) | Cross-functional teams needing portfolios, goals, workload management, unlimited automations, AI features |
| Enterprise / Enterprise+ | Custom | Large organizations needing advanced security, SAML SSO, data residency, priority support, and custom contract terms |

## What reviewers say

_10,500+ G2 reviews at 4.4/5 and 13,000+ Capterra reviews at 4.5/5 (over 90% positive sentiment), plus Gartner and TrustRadius_

**Praised:**
- The multiple project views (list, board, timeline, calendar) in one tool is the most cited strength; teams say the ability to switch perspectives without duplicating data eliminates a class of status-update meetings
- Cross-team visibility into who is working on what, and whether projects are on track, comes up repeatedly in positive reviews from operations and program managers who previously coordinated via shared spreadsheets
- Onboarding experience is considered best-in-class among work management tools; the free tier, onboarding flows, and Asana Academy make it easy for non-technical team members to get productive within a day

**Complaints:**
- Pricing friction is the top complaint: meaningful features like timeline view, custom rules, and AI capabilities sit behind the Business plan at $24.99/seat/mo, making the free and Starter tiers feel artificially constrained for teams that need them
- Subtask handling gets criticized consistently: subtasks do not surface cleanly in parent project views, which creates confusion on complex projects with nested dependencies and requires workarounds that undercut the clean UX
- No native time tracking and weak native reporting are recurring gaps; teams needing time-to-completion data or custom dashboards need third-party integrations, which adds cost and a sync layer

## Compliance

- **SOC 2:** Yes (SOC 2 Type II)
- **GDPR:** Yes
- **HIPAA:** Yes (Business and Enterprise plans, with BAA)
- **SSO:** Yes (Google SSO free; SAML on Business and Enterprise)

## Integrations

- Slack
- Microsoft Teams
- Google Workspace
- Salesforce
- HubSpot
- Zoom
- Zapier
- Jira
- Figma
- Tableau

## FAQs

### Is Asana free?

Yes, the free plan supports up to 10 users with unlimited tasks, projects, and messages, plus list and board views. It does not include timeline (Gantt) view, workflow automation rules, or advanced reporting. Teams needing those features move to the Starter plan at $10.99/seat/mo billed annually.

### Who founded Asana?

Asana was co-founded in 2008 by Dustin Moskovitz and Justin Rosenstein. Moskovitz previously co-founded Facebook and remains Asana's CEO. Rosenstein was an engineering lead at Google (where he helped build Google Drive) and Facebook (where he co-created the Like button).

### Is Asana a public company?

Yes. Asana listed directly on the New York Stock Exchange under the ticker ASAN in September 2020 without a traditional IPO. The company reported approximately $723 million in revenue for FY2025 (ending January 2025), serving over 150,000 paying organizations.

### How does Asana compare to Monday.com and ClickUp?

Asana has better cross-project program management and a cleaner interface for non-technical teams. Monday.com is often considered more visually flexible and has stronger native CRM features. ClickUp bundles more features (including docs, time tracking, and whiteboards) at a lower per-seat price but has a steeper learning curve. For organizations that need Salesforce or HubSpot integration depth and enterprise security, Asana is the most mature option.

### Is Asana HIPAA compliant?

Yes, on Business and Enterprise plans with a signed Business Associate Agreement (BAA) from Asana. The free and Starter plans are not HIPAA compliant. Healthcare organizations should confirm current BAA terms directly with Asana before deploying.


## Sources

- [G2: Asana reviews](https://www.g2.com/products/asana/reviews): rating 4.4/5, 10,500+ reviews
- [Capterra: Asana](https://www.capterra.com/p/66660/Asana/): rating 4.5/5, 13,000+ reviews, sub-scores, demographics
- [TrustRadius: Asana](https://www.trustradius.com/products/asana/reviews): score 8.4/10, 1,900+ reviews
- [Asana Investor Relations: FY2025 annual results](https://investors.asana.com/): FY2025 revenue ~$723M, 150,000+ paying orgs, employee count
- [SEC: Asana Form 10-K (FY2025)](https://www.sec.gov/cgi-bin/browse-edgar?action=getcompany&CIK=ASAN&type=10-K): revenue, employee count, geographic expansion, direct listing history
- [Wikipedia: Asana (software)](https://en.wikipedia.org/wiki/Asana_(software)): founding, founders, direct listing, product history
- [Crunchbase: Asana](https://www.crunchbase.com/organization/asana): funding rounds, investors, $453M total pre-listing
- [Asana pricing page](https://asana.com/pricing): current plan prices: Free $0, Starter $10.99, Advanced $24.99, Enterprise custom