Asana director Rosenstein sells $5.1m in stock

Director Justin Rosenstein of Asana, Inc. (NASDAQ:ASAN), the $3.5 billion market cap workflow management company, sold a total of 339,830 shares of Class A Common Stock on July 24 and 25, 2025, for approximately $5.1 million. The company maintains impressive gross profit margins of 89% and, according to InvestingPro analysis, appears undervalued at current levels.

The sales were executed in two separate transactions. On July 24, Rosenstein sold 115,936 shares at a weighted average price of $15.0346, with prices ranging from $14.95 to $15.27 per share. This transaction amounted to $1.74 million. Following this, on July 25, he sold 223,894 shares at a weighted average price of $14.9772, with prices ranging from $14.95 to $15.06 per share, totaling $3.36 million. These transactions come as the stock has experienced a significant 31.6% decline over the past six months. For deeper insights into Asana’s valuation and future prospects, check out the comprehensive Pro Research Report available on InvestingPro.

The sales were conducted under a pre-arranged Rule 10b5-1 trading plan adopted on March 18, 2025. Following these transactions, Rosenstein directly owns 3,728,033 shares of Asana, Inc.

In other recent news, Asana has announced its inclusion in the Amazon (NASDAQ:AMZN) Web Services (AWS) Marketplace’s new AI Agents and Tools storefront. This integration allows AWS customers to discover, purchase, and deploy Asana using their existing AWS accounts, potentially speeding up AI agent and workflow development. Additionally, Asana’s founder and CEO, Dustin Moskovitz, purchased approximately 449,000 shares of the company stock, totaling about $6.4 million, ahead of a leadership transition where Dan Rogers will take over as CEO.

UBS has reiterated its Neutral rating on Asana stock, maintaining a price target of $18.00 after meeting with the company’s financial leadership. The firm noted consistent messaging from Asana, while also acknowledging challenges such as lower annual contract value on a $100 million renewal and ongoing customer downgrade activity. These developments reflect Asana’s strategic moves and the market’s response to its current position.

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