This App Keeps Teams Honest About Meeting Deadlines

Asana, the project management software startup fronted by Facebook co-founder Dustin Moskovitz, is getting more serious about its quest to add larger, company-wide accounts—like Airbnb, Uber, and Zappos.

The latest evidence is a new feature rolling out Thursday for the company’s premium accounts. Relatively speaking, this is a simple update: A notification system that automatically alerts members of teams when tasks related to their own to-do items are completed or when a deadline changes that can affect their own workflow.

The idea is to eliminate the need for people to request updates themselves, an important consideration for those juggling several different projects simultaneously. It was one of the software company’s most-requested features, Asana co-founder and head of product Justin Rosenstein told Fortune. “We’re continuing to move up to bigger customers, and those that have more complex needs,” he said.

Asana has approximately 13,000 paying customers, and its contracts for accounts with more than 1,000 people have accelerated over the past nine months. Supporting that growth is a key priority, one Asana pledged to support more proactively back in March, when the company disclosed its $50 million Series C funding round.

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Aside from keeping projects running on time, Asana’s “dependencies” feature will expose when a team member habitually misses his or her deadlines. More additions focused on addressing the needs of larger companies will be added in coming months, Rosenstein said.

Asana was founded in 2008 by Moskovitz and Rosenstein to address the work of keeping up with work, a process often managed with lengthy email threads and spreadsheets. The company is backed with $88 million; its investors include Y Combinator president Sam Altman, Facebook CEO Mark Zuckerberg and his wife Priscilla Chan, and Palantir co-founder Joe Longsdale’s venture capital firm 8VC. As of March, Asana’s valuation on “clean terms” was $600 million.

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