Company: ASAN
Filing Date: 2025-03-18
Form Type: 10-K
Source: 0001477720-25-000045
Chunk: 10

Company: Asana, Inc.
Filing Date: 2025-03-18
Form: 10-K
Item: Item 1
Chunk 10
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 the AI to maintain comprehensive context about how work actually flows through an organization, ensuring its recommendations and actions are grounded in accurate, up-to-date information about team workflows and organizational practices. Leveraging this structured work data, Asana AI allows humans and AI to collaborate together to automate manual work, get insights on what to prioritize, and adapt workflows to an organization's evolving needs.

Asana takes a human-centered, ethical approach to AI. We have built our AI via strategic partnerships with leading foundational model providers, ensuring enterprise-grade security and reliability. Our AI Principles that define how we build and deploy AI are on our website.

Our Business Model 

Asana is a multi-product company and our go-to-market strategy has evolved to emphasize our direct sales approach and further investments in our channel partner program, all while maintaining our successful product-led growth motion. This allows us to better serve enterprise buyers and reach teams of all sizes. 

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Table of Contents

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 managing work and achieving business objectives, 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 established 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, 2025, our dollar-based net retention rate for Core customers (those spending $5,000 or more annually) was 97%, representing 24,062 customers. For our largest customers, spending $100,000 or more annually, our dollar-based net retention rate was 96%, comprising 726 customers.

Our Market 

Challenges we Solve 

Work continues to get harder to manage as organizations try to move faster to accomplish ambitious goals and respond to changing global conditions and market demands. According to Asana’s 2024 State of Work Innovation report, 53% of an average knowledge worker’s week is spent