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Asana, Inc.

Enterprise SaaSFounded 2008
Reviewed by Swet Parvadiya
Company data updated: September 2026

Founders

Who Founded Asana?

Dustin Moskovitz, Justin Rosenstein · Founded 2008 · HQ today: San Francisco, California, United States

Who founded Asana?

Asana was founded by Dustin Moskovitz, Justin Rosenstein in 2008. It is now led by Dan Rogers.

Founders
Dustin Moskovitz, Justin Rosenstein
Founded
2008
Headquarters
San Francisco, California, United States
Number of founders
2
Current CEO
Dan Rogers (since 2025)
Where was Asana founded?
Asana was founded in San Francisco, California in 2008.
When was Asana founded?
Asana was founded in 2008.
Who started Asana?
Asana was founded by Dustin Moskovitz and Justin Rosenstein.
How old is Asana?
Asana is 18 years old as of 2026.

Founding Story

Dustin Moskovitz and Justin Rosenstein met at Facebook, where Moskovitz was a co-founder and vice president of engineering and Rosenstein was an engineering lead. As headcount grew, tracking who owned what became the bottleneck, so the two built an internal tool called Tasks. It spread across the company. Reading that as evidence that every organization had the same problem, they left Facebook in 2008 to commercialize the idea. The company was incorporated in Delaware on December 16, 2008, under the name Smiley Abstractions, Inc., and renamed Asana in July 2009 after the Sanskrit word for a seated yoga posture.

Background

Moskovitz studied economics at Harvard, where he roomed with Mark Zuckerberg, taught himself to program, and dropped out to move to Palo Alto and build Facebook. He was Facebook's first chief technology officer and later vice president of engineering, work that put him in charge of scaling engineering headcount, which is where the coordination problem Asana addresses came from.

Role at Asana, Inc.

Dustin Moskovitz is a US entrepreneur, a co-founder of Facebook, and the co-founder of Asana, which he ran as chief executive officer from 2008 until July 2025. At Facebook he saw project tracking break down as the company grew, so he and Justin Rosenstein built an internal tool called Tasks that spread across the company. He left Facebook in 2008 to co-found Asana on the same idea, took it public through a direct listing in 2020, and bought more than $1 billion of Asana stock on the open market between June 2021 and early 2022. He announced his retirement as chief executive in March 2025, stayed on as board chair until September 2026, and remains a director and majority holder of the company's voting power.

Dustin Moskovitz was born in 1984 in Gainesville. Education: Vanguard High School.

Background

Rosenstein graduated from Stanford with a degree in mathematics and worked at Google as an engineer and product manager on Gmail and Google Drive before leaving in May 2007 for Facebook, where he was an engineering lead. That mix of consumer product work and internal tooling shaped Asana's insistence on fast, low-friction interfaces for software bought by departments rather than by developers.

Role at Asana, Inc.

Justin Rosenstein is a US software engineer and entrepreneur who co-founded Asana with Dustin Moskovitz. At Google he worked on Gmail and Google Drive; at Facebook, which he joined in May 2007, he was technical lead for Facebook Pages, the Like button and Facebook Beacon. He and Moskovitz built the internal Tasks tool that became the basis for Asana, left Facebook in 2008 to found the company, and Rosenstein led product and design direction, including the Work Graph model and the interface conventions that made Asana usable by non-technical teams. He later stepped back from day-to-day work at the company and has spoken publicly about the attention costs of the consumer products he helped build.

Justin Rosenstein was born in 1983 in Alameda County. Education: The College Preparatory School.

Asana, Inc.: CEO & Leadership History

Full timeline →

Dan Rogers

Chief Executive Officer

2025 – Present

Second chief executive in Asana's history, brought in to restart growth by rebuilding the platform around AI agents while holding the margin gains that produced non-GAAP operating income of $56.7 million in fiscal 2026.

Dustin Moskovitz

Co-Founder and Chief Executive Officer

2008 – 2025

Ran Asana for its first 17 years, from incorporation in December 2008 to a platform with more than 180,000 paying customers, and retains a majority of the company's voting power through its dual-class structure.

Compare Asana, Inc. Leadership With Competitors

Keep researching Asana

Who Founded Asana? FAQ

Who founded Asana and when?

Dustin Moskovitz, a co-founder of Facebook, and Justin Rosenstein, a former engineering lead at Facebook and product manager at Google. The company was incorporated in Delaware on December 16, 2008 as Smiley Abstractions, Inc. and renamed Asana in July 2009.

Where does the name Asana come from?

From the Sanskrit word for the seated posture used in yoga. The founders picked it to describe a product meant to combine form and fluidity so teams could stay focused.

What was Tasks at Facebook and how did it lead to Asana?

Tasks was an internal tool Moskovitz and Rosenstein built at Facebook to track who owned which work as the company grew. It spread across Facebook on its own, which convinced them the coordination problem was universal, and they left in 2008 to build Asana.

How was Asana funded in its first years?

Asana raised a $9 million Series A in November 2009 led by Benchmark, with Andreessen Horowitz participating and Benchmark's Matt Cohler joining the board, before it had a product. A further $28 million followed in July 2012 and $50 million in 2016 at a $600 million valuation.

How long did the founders build before launching?

About three years. They wrote a custom web framework called Luna and the Work Graph data model behind it, opened the platform to the public for free on November 2, 2011, and only started charging in April 2012.

What did Justin Rosenstein build before Asana?

At Google he worked as an engineer and product manager on Gmail and Google Drive. He left in May 2007 for Facebook, where he was technical lead for Facebook Pages, the Like button and Facebook Beacon.

What did Dustin Moskovitz do at Facebook?

He was a co-founder, its first chief technology officer and later vice president of engineering, responsible for scaling the engineering organization. That work is where the coordination problem Asana was built to solve came from.

Does Moskovitz still control Asana?

He stepped down as chief executive in July 2025 and moved from board chair to director in September 2026, but the 10-K states he beneficially owned a majority of the company's voting power at January 31, 2026 through its dual-class share structure.

Who founded Asana?

The company was founded by Dustin Moskovitz and Justin Rosenstein; Rosenstein is also famous for helping create the original "Like" button at Facebook.

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Content is for informational purposes only. Not financial advice. Data sourced from SEC filings, annual reports, and public records. See our full disclaimer and methodology.