ASANAsana, Inc. · Insider ownership research

Asana, Inc. insiders sold $33.3M in the past 12 months. How much of their stake is that?

85% was sold under disclosed trading plans, 5% to cover taxes, 9% with no plan disclosed. The largest seller, Justin Rosenstein (Director), sold $20.1M.Share-of-stake figures for this company are being verified and will be added when that check is finished. Why

Updated Oct 16, 2026 from SEC filings · covers Oct 17, 2025 to Oct 16, 2026

$3.1M

sold with no plan disclosed, past 12 months

85%

of sales were under disclosed trading plans, past 12 months

8 of 19

officers and directors sold shares, past 12 months

Is this normal? More than usual: about 1.6x the 5-year average. 8 insiders sold; the average is 3 a year. Year by year

Latest filing: Filed Oct 13 for a sale on Oct 9. Daniel Rogers sold 18K shares ($181K) under a disclosed plan. Filing

SEC ownership filings: 61 filed in the 12 months to Oct 16, 2026; 463 on record since Sep 21, 2020 · See the evidence

What stands out

Two officers sold $2.9M with no disclosed plan: Eleanor Lacey ($1.5M) and Anne Raimondi ($1.4M). The filings don't state a reason.Eleanor Lacey: largest such sale, Dec 9, 2025 · Anne Raimondi: largest such sale, Dec 19, 2025

A share of stake is shown for 0 of the 8 officers and directors who sold. 19 are left out

i

Left out: Dustin Moskovitz, Justin Rosenstein, Daniel Rogers, Adam D'Angelo, Sonalee Parekh, Matt Cohler, Anne Raimondi, Eleanor Lacey, Aziz Megji, Lorrie Norrington, Krista Anderson-Copperman, Sydney Carey, Andrew Lindsay, Marc Boroditsky, Veronica Sosa, Katie Colendich, Tram Le Heather, Thomas Berquist and Jerry Ting (share of stake is being verified).

Disclosed company stock is not an insider's whole wealth.

Who sold, and how much of their stake

Officers and directors, past 12 months. Their share of stake is being verified and is not shown yet; amounts and trading plans are below.

Justin Rosenstein

Director

Not confirmed

Share of stake not shown: share of stake is being verified. Why

$20.1MDisclosed plan

Daniel Rogers

Chief Executive Officer, Director

Not confirmed

Share of stake not shown: share of stake is being verified. Why

$4.7M96% planned, 4% to cover taxes

Eleanor Lacey

GC, Corporate Secretary

Not confirmed

Share of stake not shown: share of stake is being verified. Why

$2.9M48% planned 52% no plan disclosed

Anne Raimondi

Chief Operating Officer

Not confirmed

Share of stake not shown: share of stake is being verified. Why

$2.3M38% to cover taxes 62% no plan disclosed

Sonalee Parekh

Chief Financial Officer

Not confirmed

Share of stake not shown: share of stake is being verified. Why

$1.9M88% planned, 12% to cover taxes

Selling by month

Officers and directors, Oct 2025 to Oct 2026. Each sale is counted once: under a disclosed plan, else to cover taxes, else no plan disclosed.

Disclosed planTo cover taxesNo plan disclosedOne dollar scale for every month; the tallest bar is labeled

Recent activity

Past 30 days, Sep 17, 2026 to Oct 16, 2026

Oct 9, 2026Daniel Rogers sold 18K shares ($181K) under a disclosed trading plan.

Who	Shares	Price	% of total stake	Total stake after	Trade date	Filed
Daniel Rogers Chief Executive Officer, Director	18,021	$10.04	n/a	n/a	Oct 9, 2026	Oct 13, 2026

Sep 30, 2026Katie Colendich sold 6.3K shares ($55K) with no plan disclosed.

Who	Shares	Price	% of total stake	Total stake after	Trade date	Filed
Katie Colendich GC, Corporate Secretary	6,318	$8.65	n/a	n/a	Sep 30, 2026	Oct 2, 2026

Sep 23, 2026Aziz Megji sold 3.2K shares ($30K) to cover taxes on vesting stock.

Who	Shares	Price	% of total stake	Total stake after	Trade date	Filed
Aziz Megji Chief Financial Officer Also under a disclosed plan	3,224	$9.26	n/a	n/a	Sep 23, 2026	Sep 23, 2026

Sep 22, 20262 executives sold 159K shares ($1.5M) under a disclosed trading plan.

Who	Shares	Price	% of total stake	Total stake after	Trade date	Filed
Daniel Rogers Chief Executive Officer, Director	150,175	$9.13	n/a	n/a	Sep 22, 2026	Sep 23, 2026
Katie Colendich GC, Corporate Secretary	8,474	$9.77	n/a	n/a	Sep 22, 2026	Sep 23, 2026

Sep 21, 20263 executives sold 344K shares ($3.3M) to cover taxes on vesting stock.

Who	Shares	Price	% of total stake	Total stake after	Trade date	Filed
Daniel Rogers Chief Executive Officer, Director Also under a disclosed plan	300,937	$9.53	n/a	n/a	Sep 21, 2026	Sep 23, 2026
Aziz Megji Chief Financial Officer	35,444	$9.53	n/a	n/a	Sep 21, 2026	Sep 23, 2026
Katie Colendich GC, Corporate Secretary Also under a disclosed plan	7,436	$9.53	n/a	n/a	Sep 21, 2026	Sep 23, 2026

"% of total stake" is the shares in an event against all the vested shares the person held that day, across every share class and holding entity, after that day's vesting. "n/a" means the person's holdings are not confirmed, or the row is a purchase. "Holdings record incomplete" means more shares were sold than the filings show the person held that day, so a percentage would be wrong.

Outside holders, reported separately

Matt Cohler reported no open-market sales in the past 12 months. Large shareholders and the funds or companies that board members represent are not part of management, so they are left out of the figures above.

Common questions

Is the Asana, Inc. CEO selling stock?

Yes. Daniel Rogers sold 512K shares ($4.7M) in the past 12 months, 96% of it under a trading plan disclosed in the filings.

Why are Asana, Inc. insiders selling?

Filings rarely give a reason, and we don't guess at one. What they show is how the sales were made: 85% of sales by value ran under 10b5-1 trading plans disclosed in the filings, 5% were to cover taxes and 9% had no disclosed plan. A trading plan schedules sales in advance.

Are any Asana, Inc. insiders buying?

No. Officers and directors reported no purchases in the past 12 months.

The evidence

Who sold8 officers and directors: amount, % of holdings, trading plan

Who sold	Amount	% of holdings	Trading plan
Justin Rosenstein Director	$20.1M 1.33M shares	Not confirmed share of stake is being verified. Why	Disclosed plan
Daniel Rogers Chief Executive Officer, Director	$4.7M 512K shares	Not confirmed share of stake is being verified. Why	96% under a disclosed plan, 4% to cover taxes
Eleanor Lacey GC, Corporate Secretary	$2.9M 201K shares	Not confirmed share of stake is being verified. Why	48% under a disclosed plan 52% no plan disclosed
Anne Raimondi Chief Operating Officer	$2.3M 160K shares	Not confirmed share of stake is being verified. Why	38% to cover taxes 62% no plan disclosed
Sonalee Parekh Chief Financial Officer	$1.9M 161K shares	Not confirmed share of stake is being verified. Why	88% under a disclosed plan, 12% to cover taxes
Aziz Megji Chief Financial Officer	$855K 114K shares	Not confirmed share of stake is being verified. Why	60% under a disclosed plan, 40% to cover taxes
Katie Colendich GC, Corporate Secretary	$470K 61K shares	Not confirmed share of stake is being verified. Why	64% under a disclosed plan, 5% to cover taxes 31% no plan disclosed
Veronica Sosa Chief Accounting Officer	$119K 18K shares	Not confirmed share of stake is being verified. Why	To cover taxes

Board members representing outside shareholders, reported separately: Matt Cohler. Details

The full ownership picture0 of 19 officers and directors confirmed

Vested shares across all share classes, held directly and through trusts, LLCs and family members, as reported on SEC Forms 3, 4 and 5. Unvested awards and options are never counted as owned shares.

Insider

Held Oct 16, 2025

Sold

Held Oct 16, 2026

Still held

Dustin Moskovitz

!

Holdings and share of stake are being verified. Share-of-stake figures and holdings for this company are held back while they are verified. Sales and other transactions for Dustin Moskovitz are complete.

Director

n/a

0

n/a

n/a

Vesting, gifts, unvested awards and holding lines for Dustin Moskovitz

Holdings and share of stake are being verified. Sales, proceeds, plan and tax status and dates for Dustin Moskovitz are complete; balances and unit counts will be added when the check is finished.

0gifted (net of own trusts)

Justin Rosenstein

!

Holdings and share of stake are being verified. Share-of-stake figures and holdings for this company are held back while they are verified. See the filing Sales and other transactions for Justin Rosenstein are complete.

Director

n/a

−1.33M

n/a

n/a

Vesting, gifts, unvested awards and holding lines for Justin Rosenstein

Holdings and share of stake are being verified. Sales, proceeds, plan and tax status and dates for Justin Rosenstein are complete; balances and unit counts will be added when the check is finished.

−9.71Mgifted (net of own trusts)

Daniel Rogers

!

Holdings and share of stake are being verified. Share-of-stake figures and holdings for this company are held back while they are verified. Sales and other transactions for Daniel Rogers are complete.

Chief Executive Officer, Director

n/a

−512K

n/a

n/a

Vesting, gifts, unvested awards and holding lines for Daniel Rogers

Holdings and share of stake are being verified. Sales, proceeds, plan and tax status and dates for Daniel Rogers are complete; balances and unit counts will be added when the check is finished.

0gifted (net of own trusts)

Adam D'Angelo

!

Holdings and share of stake are being verified. Share-of-stake figures and holdings for this company are held back while they are verified. Sales and other transactions for Adam D'Angelo are complete.

Director

n/a

0

n/a

n/a

Vesting, gifts, unvested awards and holding lines for Adam D'Angelo

Holdings and share of stake are being verified. Sales, proceeds, plan and tax status and dates for Adam D'Angelo are complete; balances and unit counts will be added when the check is finished.

0gifted (net of own trusts)

Sonalee Parekh

!

Holdings and share of stake are being verified. Share-of-stake figures and holdings for this company are held back while they are verified. Sales and other transactions for Sonalee Parekh are complete.

Chief Financial Officer

n/a

−161K

n/a

n/a

Vesting, gifts, unvested awards and holding lines for Sonalee Parekh

Holdings and share of stake are being verified. Sales, proceeds, plan and tax status and dates for Sonalee Parekh are complete; balances and unit counts will be added when the check is finished.

0gifted (net of own trusts)

Matt Cohler

!

Holdings and share of stake are being verified. Share-of-stake figures and holdings for this company are held back while they are verified. See the filing Sales and other transactions for Matt Cohler are complete.

Director

n/a

0

n/a

n/a

Vesting, gifts, unvested awards and holding lines for Matt Cohler

Holdings and share of stake are being verified. Sales, proceeds, plan and tax status and dates for Matt Cohler are complete; balances and unit counts will be added when the check is finished.

0gifted (net of own trusts)

Anne Raimondi

!

Holdings and share of stake are being verified. Share-of-stake figures and holdings for this company are held back while they are verified. Sales and other transactions for Anne Raimondi are complete.

Chief Operating Officer

n/a

−160K

n/a

n/a

Vesting, gifts, unvested awards and holding lines for Anne Raimondi

Holdings and share of stake are being verified. Sales, proceeds, plan and tax status and dates for Anne Raimondi are complete; balances and unit counts will be added when the check is finished.

0gifted (net of own trusts)

Eleanor Lacey

!

Holdings and share of stake are being verified. Share-of-stake figures and holdings for this company are held back while they are verified. Sales and other transactions for Eleanor Lacey are complete.

GC, Corporate Secretary

n/a

−201K

n/a

n/a

Vesting, gifts, unvested awards and holding lines for Eleanor Lacey

Holdings and share of stake are being verified. Sales, proceeds, plan and tax status and dates for Eleanor Lacey are complete; balances and unit counts will be added when the check is finished.

0gifted (net of own trusts)

Stock options (not counted as shares):

Options held	Strike price	Expires	Intrinsic value (estimate)
25,000	$4.02	Jul 29, 2029	$150K

Estimate: options held × ($10.04 − strike price), using the most recent insider trade price on Form 4 (Oct 9, 2026), not a market close.

Aziz Megji

!

Holdings and share of stake are being verified. Share-of-stake figures and holdings for this company are held back while they are verified. Sales and other transactions for Aziz Megji are complete.

Chief Financial Officer

n/a

−114K

n/a

n/a

Vesting, gifts, unvested awards and holding lines for Aziz Megji

Holdings and share of stake are being verified. Sales, proceeds, plan and tax status and dates for Aziz Megji are complete; balances and unit counts will be added when the check is finished.

0gifted (net of own trusts)

Lorrie Norrington

!

Holdings and share of stake are being verified. Share-of-stake figures and holdings for this company are held back while they are verified. Sales and other transactions for Lorrie Norrington are complete.

Director

n/a

0

n/a

n/a

Vesting, gifts, unvested awards and holding lines for Lorrie Norrington

Holdings and share of stake are being verified. Sales, proceeds, plan and tax status and dates for Lorrie Norrington are complete; balances and unit counts will be added when the check is finished.

0gifted (net of own trusts)

Krista Anderson-Copperman

!

Holdings and share of stake are being verified. Share-of-stake figures and holdings for this company are held back while they are verified. Sales and other transactions for Krista Anderson-Copperman are complete.

Director

n/a

0

n/a

n/a

Vesting, gifts, unvested awards and holding lines for Krista Anderson-Copperman

Holdings and share of stake are being verified. Sales, proceeds, plan and tax status and dates for Krista Anderson-Copperman are complete; balances and unit counts will be added when the check is finished.

0gifted (net of own trusts)

Sydney Carey

!

Holdings and share of stake are being verified. Share-of-stake figures and holdings for this company are held back while they are verified. Sales and other transactions for Sydney Carey are complete.

Director

n/a

0

n/a

n/a

Vesting, gifts, unvested awards and holding lines for Sydney Carey

Holdings and share of stake are being verified. Sales, proceeds, plan and tax status and dates for Sydney Carey are complete; balances and unit counts will be added when the check is finished.

0gifted (net of own trusts)

Andrew Lindsay

!

Holdings and share of stake are being verified. Share-of-stake figures and holdings for this company are held back while they are verified. Sales and other transactions for Andrew Lindsay are complete.

Director

n/a

0

n/a

n/a

Vesting, gifts, unvested awards and holding lines for Andrew Lindsay

Holdings and share of stake are being verified. Sales, proceeds, plan and tax status and dates for Andrew Lindsay are complete; balances and unit counts will be added when the check is finished.

0gifted (net of own trusts)

Marc Boroditsky

!

Holdings and share of stake are being verified. Share-of-stake figures and holdings for this company are held back while they are verified. Sales and other transactions for Marc Boroditsky are complete.

Director

n/a

0

n/a

n/a

Vesting, gifts, unvested awards and holding lines for Marc Boroditsky

Holdings and share of stake are being verified. Sales, proceeds, plan and tax status and dates for Marc Boroditsky are complete; balances and unit counts will be added when the check is finished.

0gifted (net of own trusts)

Veronica Sosa

!

Holdings and share of stake are being verified. Share-of-stake figures and holdings for this company are held back while they are verified. Sales and other transactions for Veronica Sosa are complete.

Chief Accounting Officer

n/a

−18K

n/a

n/a

Vesting, gifts, unvested awards and holding lines for Veronica Sosa

Holdings and share of stake are being verified. Sales, proceeds, plan and tax status and dates for Veronica Sosa are complete; balances and unit counts will be added when the check is finished.

0gifted (net of own trusts)

Katie Colendich

!

Holdings and share of stake are being verified. Share-of-stake figures and holdings for this company are held back while they are verified. Sales and other transactions for Katie Colendich are complete.

GC, Corporate Secretary

n/a

−61K

n/a

n/a

Vesting, gifts, unvested awards and holding lines for Katie Colendich

Holdings and share of stake are being verified. Sales, proceeds, plan and tax status and dates for Katie Colendich are complete; balances and unit counts will be added when the check is finished.

0gifted (net of own trusts)

Tram Le Heather

!

Holdings and share of stake are being verified. Share-of-stake figures and holdings for this company are held back while they are verified. Sales and other transactions for Tram Le Heather are complete.

Chief Accounting Officer

n/a

0

n/a

n/a

Vesting, gifts, unvested awards and holding lines for Tram Le Heather

Holdings and share of stake are being verified. Sales, proceeds, plan and tax status and dates for Tram Le Heather are complete; balances and unit counts will be added when the check is finished.

0gifted (net of own trusts)

Thomas Berquist

!

Holdings and share of stake are being verified. Share-of-stake figures and holdings for this company are held back while they are verified. Sales and other transactions for Thomas Berquist are complete.

Director

n/a

0

n/a

n/a

Vesting, gifts, unvested awards and holding lines for Thomas Berquist

Holdings and share of stake are being verified. Sales, proceeds, plan and tax status and dates for Thomas Berquist are complete; balances and unit counts will be added when the check is finished.

0gifted (net of own trusts)

Jerry Ting

!

Holdings and share of stake are being verified. Share-of-stake figures and holdings for this company are held back while they are verified. Sales and other transactions for Jerry Ting are complete.

Director

n/a

0

n/a

n/a

Vesting, gifts, unvested awards and holding lines for Jerry Ting

Holdings and share of stake are being verified. Sales, proceeds, plan and tax status and dates for Jerry Ting are complete; balances and unit counts will be added when the check is finished.

0gifted (net of own trusts)

Holdings and share of stake for Asana, Inc. are being verified, so no balances, unit counts or percentages are shown. Sales, proceeds, plan and tax status, titles and dates come straight from individual filings.

What explains the selling$33.3M of sales by plan status, purpose, seller and month

Officer and director open-market sales: $33.3M across 2,558,103 shares. Plan status and stated purpose are separate questions, and a sale can have both.

By plan status

Disclosed plan · $28.5M · 85%

15%

The lighter segment is sales with no plan disclosed in the filing ($4.9M), including tax-related sales outside a plan.

No plan disclosed · $3.1M

Sales with no 10b5-1 plan and no tax reference in the filing. $1.5M of it is Eleanor Lacey. No plan disclosed is a statement about the filing, not about why the sale happened. Largest such sale: Eleanor Lacey, Dec 9, 2025

Taxes

$7.0M of sales (20.9%) cite tax obligations in their footnotes, $5.2M of them also under a plan. Example: Aziz Megji, Sep 23, 2026

Charitable gifts · 9.05M shares

Gifts the filings describe as charitable. Gifts are not sales and are not included in the sale totals.

Seller	Shares sold	Proceeds	Under a disclosed plan	Share of total	Sales dates
Justin Rosenstein Director	1.33M	$20.1M	100%	60%	Oct 21, 2025 to Dec 9, 2025
Daniel Rogers Chief Executive Officer, Director	512K	$4.7M	96%	14%	Jun 22, 2026 to Oct 9, 2026
Eleanor Lacey GC, Corporate Secretary	201K	$2.9M	48%	9%	Dec 9, 2025 to Dec 23, 2025
Anne Raimondi Chief Operating Officer	160K	$2.3M	0%	7%	Dec 18, 2025 to Dec 22, 2025
Sonalee Parekh Chief Financial Officer	161K	$1.9M	88%	6%	Dec 22, 2025 to Mar 23, 2026
Aziz Megji Chief Financial Officer	114K	$855K	60%	3%	Mar 27, 2026 to Sep 23, 2026
Katie Colendich GC, Corporate Secretary	61K	$470K	64%	1%	Mar 10, 2026 to Sep 30, 2026
Veronica Sosa Chief Accounting Officer	18K	$119K	0%	0.4%	Mar 20, 2026 to Jun 22, 2026

Sales by month

Month	Sale proceeds	Disclosed plan	To cover taxes	No plan disclosed
Oct 2025	$7.1M	$7.1M	$0	$0
Nov 2025	$0	$0	$0	$0
Dec 2025	$19.8M	$15.9M	$890K	$2.9M
Jan 2026	$0	$0	$0	$0
Feb 2026	$0	$0	$0	$0
Mar 2026	$701K	$353K	$294K	$54K
Apr 2026	$0	$0	$0	$0
May 2026	$0	$0	$0	$0
Jun 2026	$793K	$502K	$255K	$35K
Jul 2026	$0	$0	$0	$0
Aug 2026	$17K	$17K	$0	$0
Sep 2026	$4.8M	$4.4M	$338K	$55K
Oct 2026	$181K	$181K	$0	$0

Board members representing outside shareholders (1)Listed and sourced; not part of the management totals or the answer line

Directors whose reported holdings sit mostly in an investment fund or a corporate shareholder they represent, not in their own name, with beneficial ownership disclaimed except for their own financial interest. Listed and sourced here; not part of the management totals or the answer line. Shares a fund hands to its own investors are distributions, not sales.

Board member	Held Oct 16, 2025	Sold	Held Oct 16, 2026	Still held
Matt Cohler ! Holdings and share of stake are being verified. Share-of-stake figures and holdings for this company are held back while they are verified. Sales and other transactions for Matt Cohler are complete. Director	n/a	0	n/a	n/a
Vesting, gifts, unvested awards and holding lines for Matt Cohler Holdings and share of stake are being verified. Sales, proceeds, plan and tax status and dates for Matt Cohler are complete; balances and unit counts will be added when the check is finished. 0gifted (net of own trusts)

Is this normal? Selling year by year5 earlier years to compare with

More than usual: about 1.6x the 5-year average. 8 insiders sold; the average is 3 a year.

12 months ending	Shares sold	Insiders who sold	Proceeds
Oct 16, 2026 Latest 12 months	2.56M	8	$33.3M
Oct 16, 2025 1 year earlier	6.47M	4	$105M
Oct 16, 2024 2 years earlier	259K	3	$3.8M
Oct 17, 2023 3 years earlier	479K	5	$11.2M
Oct 17, 2022 4 years earlier	214K	2	$16.9M
Oct 17, 2021 5 years earlier	416K	3	$22.9M

Open-market sales (Form 4 code S) by people who were officers or directors, in split-adjusted shares. Earlier years include people who have since left. A sale that an outside holder also reports (a family trust, a fund) is counted with outside holders in every year. Shares, not dollars, are compared, so a change in the stock price doesn't look like a change in selling. Years the filings don't fully cover are shown but left out of the average.

Known gaps and uncertainty19 officers and directors not confirmed

Holdings and share of stake are being verified. Balances, unit counts and every share-of-stake figure for Asana, Inc. are held back until that check is finished. Sales, proceeds, plan and tax status, titles and dates come straight from individual filings and are complete.

External context: we only cite outside events when a documented connection exists. None is shown for this period.

Sources and methodology463 filings on record, 61 filed in the 12-month period, and how we read them

All 463 Forms 3, 4 and 5 on record for Asana, Inc. (SEC CIK 1477720), filed from Sep 21, 2020 to Oct 13, 2026; 61 of them were filed in the 12 months this page covers, retrieved from SEC EDGAR on Oct 16, 2026. Prices are the ones reported in each filing, often weighted averages.

Holdings. Each holding line (a share class plus an owner, such as a trust or LLC) carries its last reported balance forward. Entities first reported during the period start at zero, so transfers between an insider's own trusts don't count as selling. Lines not reported for three years or more are listed separately and left out of totals.

Sales. A sale counts as under a 10b5-1 plan if its footnote cites one or the filing's Rule 10b5-1 box is checked, and as tax-related if its footnote cites tax obligations or sell-to-cover. Shares withheld by the company for taxes are listed separately. Sales with neither attribute are labeled "no plan disclosed".

Full methodology

Former or inactive filers (7)No filing in 18 months; last reported balances, not in any total

Name	Last filed	Last reported balance
Tim Wan	Jul 29, 2024	1,239,339 shares, last reported balance as of Jul 26, 2024
Amit Singh	Nov 3, 2023	23,955 shares, last reported balance as of Nov 1, 2023
Chris Farinacci	Aug 4, 2021	289,000 shares, last reported balance as of Aug 2, 2021
Benchmark Capital Management Co. VI, L.L.C.	Dec 15, 2020	7,651,616 shares, last reported balance as of Dec 11, 2020
Steven Spurlock	Dec 15, 2020	9,129,286 shares, last reported balance as of Dec 11, 2020
GENERATION INVESTMENT MANAGEMENT LLP	Oct 2, 2020	6,751,944 shares, last reported balance as of Sep 30, 2020
Founders Fund IV Management, LLC	Oct 2, 2020	7,213,329 shares, last reported balance as of Sep 30, 2020

Spotted something wrong on this page? Report an error. We check every report against the SEC filing and list what we fix in the corrections log.