Asana vs ClickUp pricing

The two pages

Tier by tier

Rows are lined up by position on each page, not by tier name, because the names never match across two vendors. Row 1 is the top tier on each page, row 2 the one under it. Where one page has fewer tiers than the other, the row is left blank rather than paired with something it is not.

1. Row 1
   Asana

   PersonalFree

   ClickUp

   Free$0/user/mo
2. Row 2
   Asana

   Starter$10.99/user/mo

   ClickUp

   Core$9/user/mo
3. Row 3
   Asana

   Advanced$24.99/user/mo

   ClickUp

   Business$17/user/mo
4. Row 4
   Asana

   EnterpriseContact sales

   ClickUp

   EnterpriseCustom
5. Row 5
   AsanaNo tier at this position.

   ClickUp

   Max$100/user/mo

The entry tier

Changes we recorded

Every change we have written up for either page, newest first.

• ClickUp removes Audio Generation from AI features, rebrands Unlimited Plan to Core Plan, and adds Creative Studio and AI Workflows product links.

  ClickUp·12 Nov 2026

  ClickUp removes Audio Generation from AI features, rebrands Unlimited Plan to Core Plan, and adds Creative Studio and AI Workflows product links. Why it matters: • Plan naming change from Unlimited to Core signals potential tier restructuring; competitors should monitor whether this reflects broader plan architecture changes or pricing tier repositioning. • Addition of Creative Studio and AI Workflows links indicates ClickUp is expanding AI-native capabilities and feature discoverability, suggesting intensifying focus on AI-powered work tools. • Removal of Audio Generation and reframing of AI governance from 'Coming soon' to 'Feature trial' suggests product roadmap recalibration away from audio toward video and governance maturity. Features: - Video & Audio Generation removed; Video generation added (audio capability discontinued or de-emphasized). - AI governance status changed from 'Coming soon' to 'Feature trial' across trial and paid tiers. - New product links surfaced: Talk to Brain (URL changed from /talk-to-text to /voice), Creative Studio, AI Workflows, and Sheets. Plans: - Unlimited Plan renamed to Core Plan (guest seat allocation policy unchanged: 5 seats for 1 paid user, 2 seats per additional paid user). What to do: • Audit ClickUp's full plan naming and tier structure to assess whether Core Plan rename signals rebranding of the entire tier ladder; update positioning if ClickUp is consolidating or repositioning entry/mid-market segments. • Evaluate your own AI feature roadmap against Creative Studio and AI Workflows; if ClickUp is bundling generative content and workflow automation natively, consider feature parity or differentiated AI positioning. • Track ClickUp Brain product messaging; increased link density suggests ecosystem expansion and suggests monitoring for new pricing models or upsell paths tied to AI modules.

• Asana removes detailed feature descriptions from Free/Starter/Advanced tiers and adds AI usage limits (5 requests/user/month on Free, 75K credits/month on Starter).

  Asana·11 Nov 2026

  Asana removes detailed feature descriptions from Free/Starter/Advanced tiers and adds AI usage limits (5 requests/user/month on Free, 75K credits/month on Starter). Why it matters: • Asana is quantifying AI feature usage with monthly credit/request caps, signaling AI as a consumption-based differentiator rather than unlimited-competitors should clarify their AI policies to avoid customer confusion. • The removal of marketing-forward feature descriptions (e.g., 'Everything in Personal, plus:') in favor of sparse feature lists suggests Asana may be simplifying tier communication; monitor if this improves conversion or if it creates pricing confusion. • New 'AI Meetings' feature added to Starter tier (75K credits/month) indicates Asana is bundling meeting intelligence as a mid-market differentiator-relevant if your product competes on workflow automation or meeting productivity. Pricing & Plans: - Free plan: AI Teammates and Asana Dash now limited to 5 requests per user per month, up to 50 requests per account (previously unlimited). - Free plan: AI Studio now limited to 50K credits per billing account per month (previously unlimited). - Starter plan: New 'AI Meetings' feature added with 75K credits per billing account per month. Features: - Free plan: Feature descriptions removed (old format: 'Everything in Personal, plus:'; new format: sparse bullet list). - Starter plan: 'Tables' feature added (new entry, no description provided). - Starter plan: 'AI Meetings' introduced-AI-powered meeting summaries and action item assignment linked to projects. - All tier descriptions shifted from narrative copy to concise feature lists with brief explanatory text added for some features (e.g., 'Status updates' now includes: 'Keep everyone aligned. Post concise updates...'). Feature Details: - Free plan: 'Unlimited storage (100MB per file)' rewording-now 'Unlimited storage, 100MB max per file' with added explanation of document storage. - Multiple features now include short descriptive text (e.g., 'List, board, and calendar views' expanded with context; 'Unlimited automations' described as letting 'routine work run itself'). - Starter plan: 'Time tracking' expanded with explanation: 'Compare estimated and actual time spent so you can forecast staffing and budgets more accurately.' What to do: • Audit your AI feature offering: if you offer unlimited or uncapped AI automations/agents, decide whether to keep unlimited as a differentiator or adopt consumption-based limits (credits/requests) to manage cost and set expectations. • Test messaging clarity: Asana's shift to concise feature lists with explanatory snippets may improve scanability-A/B test similar copy formats on your pricing page to see if conversion improves or if customers need more detail. • Monitor Asana's AI Meetings adoption: if meeting intelligence becomes table-stakes in your category, prioritize building or partnering for similar capabilities (transcription, action-item extraction, project linking) to avoid feature parity risk.

• ClickUp rebrand from Free/Unlimited/Business/Enterprise to Free Forever/Core/Business/Enterprise with AI credits model and 33% yearly discount (up from 30%)

  ClickUp·8 Nov 2026

  ClickUp rebrand from Free/Unlimited/Business/Enterprise to Free Forever/Core/Business/Enterprise with AI credits model and 33% yearly discount (up from 30%) Why it matters: • ClickUp is repositioning AI as a tiered, credit-based consumable (500-3K credits/user/mo) rather than unlimited access, creating new upsell motion and revenue per seat • Plan rename from 'Unlimited' to 'Core' signals shift in positioning-Core now emphasizes AI/Brain² integration as central product differentiator across all tiers • Automation value messaging increased significantly ($20→$100→$1000 per tier), reframing automation as premium feature to justify price increases Pricing & Plans: - Plan restructured: Free Forever → Core → Business → Enterprise (previously Free Forever → Unlimited → Business → Enterprise) - Yearly discount increased: 30% → 33% - 'Unlimited' plan renamed to 'Core' with new positioning around AI accessibility AI/Brain Integration: - ClickUp Brain² now prominently featured across all paid tiers with credit-based consumption model - Free Forever: 500 credits/workspace - Core: 1K credits/user/mo (pooled) - Business: 1.5K credits/user/mo (pooled) - Enterprise: 3K credits/user/mo (pooled) - Free tier now includes 'Trial Premium Model Usage' and 'ClickUp Brain² Trial' - Business tier adds 'ClickUp Brain² Scaled' with 'Unlimited AI Notetaker' Features: - Free tier gains: Time Tracking, SyncUps Video Calls (previously Unlimited plan features) - Free tier removes: 'Basic Custom Field Manager' (now 'Custom Fields & Task Types' in Core) - Core tier now includes: '1K Automations/mo' (valued at $20) vs previous tier's baseline - Business tier raises: '10K Automations/mo' (valued at $100) vs previous '5K Automations/mo' - Enterprise tier adds: '1M Automations/mo' (valued at $1,000), white labeling, advanced governance/SSO/SCIM/SAML, audit logs, HIPAA+BAA, connected search across Google Drive/OneDrive/Gmail/Teams/Slack Positioning: - Shift from feature-count parity to AI-credit gating as primary differentiation - New 'MAX' plan introduced: described as 'ONE PLAN. EVERYTHING MAXED' with 'full Max AI engine plus every Enterprise-grade control' - AI/Brain now core to positioning-removed generic '25+ products' messaging, emphasizing Brain², Super Agents, and AI Notetaker as tier drivers What to do: • Audit whether your AI features/pricing strategy can compete with credit-based consumption model; ClickUp is monetizing AI more aggressively and making it table-stakes across all tiers • Benchmark your automation/workflow limits vs ClickUp's new tiers ($20/$100/$1K value messaging) and assess if your positioning on automation is defensible • Review whether free tier feature parity (Time Tracking, video calls now in free) pressures your freemium strategy; prepare counter-narrative on what justifies paid conversion in your product

• Asana rebands pricing tiers around 'Agentic Work Management' positioning and restructures feature bundles with expanded AI capabilities across all plans

  Asana·8 Nov 2026

  Asana rebands pricing tiers around 'Agentic Work Management' positioning and restructures feature bundles with expanded AI capabilities across all plans Why it matters: • Asana is moving upmarket from 'projects' framing to 'agentic work management' with AI agents (AI Teammates, Asana Dash) now bundled into all paid tiers, signaling a fundamental shift in how they compete on automation and intelligence • Plan structure simplified with clearer tier naming (Personal/Starter/Advanced/Enterprise) and consolidated feature positioning; competitor messaging must address whether AI agents are table-stakes or premium differentiators • Removed per-user seat limits language and emphasized 'unlimited free guests' more prominently, suggesting Asana is attacking collaborative/external workflows that rivals may price higher Positioning & Messaging: - Removed 'Pick the plan that fits your team' header; replaced with 'Agentic Work Management' tagline and 'Power every team with AI' - Moved from project/deadline-focused messaging to AI-agent-first narrative; all plans now lead with AI capabilities (AI Teammates, Asana Dash, AI Studio) - Reframed Personal/Starter tier from 'individuals or small teams' to 'small teams and professionals' - Reframed Advanced tier from 'track projects' progress' to 'turn goals into actionable projects, plan team capacity' - Reframed Enterprise tier from 'manage portfolio of work and goals' to 'scale work across departments with security built in' Plans & Tiers: - Removed explicit per-plan pricing/purchase call-to-action copy from REMOVED section; plan names/structure visible in ADDED but pricing figures not shown in diff - Personal/Starter plan: added status updates feature callout; removed explicit '2 users' cap language, replaced with '2 users collaborate for free' phrasing - Personal/Starter plan: consolidated time tracking and integrations descriptions but kept feature parity - Advanced plan: added Forms, Custom templates, Custom fields as explicit features; removed redundant Reporting dashboards copy - Advanced plan: added Goals and Resource management features - Enterprise plan: added Capacity planning, Service accounts, Guest invitation permissions, Project admin controls; added Enterprise+ tier mention with SIEM integrations, Data residency, audit logs, managed workspaces AI & Features: - All paid tiers now bundle AI capabilities: Personal/Starter includes AI Studio Basic (credit allocation removed from display), Advanced includes AI Teammates and Asana Dash with AI Studio - Removed credit allocations (50K, 75K, 200K) from feature descriptions in ADDED section; AI bundling now presented as included benefit without explicit limits shown - Unlimited automations now positioned under both Starter and Advanced; described as 'handle routine tasks and handoffs' vs prior 'create as many automated rules' - Added explicit feature callouts: Forms, Custom templates, Custom fields, Goals, Resource management now listed as tier-specific inclusions Guest & Collaboration: - Starter/Advanced: added 'Unlimited free guests' language emphasizing external collaboration at no extra cost - Removed 'Invite external collaborators without incurring additional costs' from Advanced; now bundled into 'Unlimited free guests' across tiers - Enterprise: added 'Guest invitation permissions' control feature Security & Integrations: - Enterprise: expanded security language to 'Trust that your data is safe' framing with 'granular access policies' - Salesforce/Tableau/Power BI support moved from Advanced-only to Advanced+Enterprise with expanded copy; added unified reporting narrative - Enterprise: added SIEM integrations, Data residency, audit logs, managed workspaces under Enterprise+ callout Removed Features: - Removed explicit '100MB max per file' storage callout (now shown as 'Unlimited storage (100MB per file)' in ADDED) - Removed 'Timeline provides a clean, simplified scheduling view' and 'Gantt offers detailed project management' descriptions; now consolidated to 'visualize schedules and task dependencies' - Removed 'Unlimited portfolios' description copy from Advanced; now stated as bullet only - Removed explicit Workload feature copy from Advanced tier What to do: • Audit your AI positioning: if AI agents (like Asana's new Teammates/Dash) are core to Asana's Starter tier, determine if your product needs to match or differentiate on agent capability, cost, or ease of use • Pressure-test your guest/external collaboration pricing model: Asana now leads with 'Unlimited free guests' prominently; if your pricing charges per external user or seat, prepare competitive or positioning response • Map feature parity against Asana's new Advanced and Enterprise tiers (Goals, Resource management, Capacity planning, Service accounts, SCIM) and decide which are must-have table-stakes vs. where you can differentiate

• ClickUp emphasizes "25+ products" access across all plans and adds annual billing discount messaging to pricing page.

  ClickUp·3 Sept 2026

  ClickUp emphasizes "25+ products" access across all plans and adds annual billing discount messaging to pricing page. Why it matters: • ClickUp is repositioning as a bundled all-in-one platform rather than itemizing features by tier, making it harder for competitors to claim feature differentiation • The prominent "SAVE 30%" annual discount messaging signals aggressive retention focus and may pressure competitors to match or communicate similar discounts more visibly • By listing AI/Brain and Super Agents at plan-level rather than as paid add-ons in the forefront, ClickUp is normalizing these capabilities as table stakes across their entire product line Positioning: - Shifted messaging from individual feature lists to unified "25+ products" bundling language - Elevated AI/Brain and Super Agents to headline tier visibility, signaling these are no longer premium/optional but core platform features - Added prominent annual billing discount callout ("SAVE 30%") above pricing tiers Features: - Explicitly highlighted AI/Brain, Super Agents, Tasks & Projects, Forms, Gantt, Sprints, and Clips as representative of 25+ bundled products - Created '12 more' expandable link to obscure full feature depth (likely reducing comparison friction for lower tiers) What to do: • Audit competitor pricing pages for similar bundling/all-in-one positioning and test messaging that either emphasizes specialized depth vs. breadth or transparent feature-per-tier clarity • Model out impact of ClickUp's 30% annual discount on your own churn/retention benchmarks; prepare customer comms around your own billing incentives if not already competitive • Review whether AI capabilities are positioned as core (free) or premium in your own pricing; align positioning strategy to either match ClickUp's inclusivity or deliberately differentiate on modular pricing.

• Asana pricing page changed

  Asana·3 Sept 2026

• ClickUp pricing page changed

  ClickUp·31 Aug 2026

• ClickUp pricing page changed

  ClickUp·30 Aug 2026

• ClickUp pricing page changed

  ClickUp·26 Aug 2026

• Asana pricing page changed

  Asana·26 Aug 2026

• Asana pricing page changed

  Asana·23 Aug 2026

• ClickUp pricing page changed

  ClickUp·21 Aug 2026

• ClickUp removes its 'all plans include 25+ products' messaging and simplifies feature visibility on pricing page

  ClickUp·18 Aug 2026

  ClickUp removes its 'all plans include 25+ products' messaging and simplifies feature visibility on pricing page Why it matters: • Signals potential shift in how ClickUp is positioning its all-in-one value prop-may indicate they're segmenting features more aggressively by tier • Removal of 'SAVE 30%' annual discount messaging reduces pricing page friction and could indicate testing different monetization incentives • Simplified feature list removes cognitive burden but may confuse buyers about which products/features come with each plan tier Positioning: - Removed messaging that 'All plans give access to 25+ products' as headline differentiator - Removed explicit feature callouts for Super Agents, AI/Brain, Chat, Tasks & Projects, Docs & Wikis, Forms, Calendar, Whiteboards, Gantt, Time Tracking, Dashboards, Sprints, and Clips from pricing page view - Removed '12 more' feature indication suggesting hidden features across all tiers Pricing Display: - Removed 'SAVE 30%' annual discount messaging from billing toggle - Removed 'Monthly/Yearly' toggle language emphasis What to do: • Audit which features ClickUp is now gatekeeping by plan tier-identify gaps in competitor's base offering your team can exploit • Test messaging emphasizing feature availability across your own pricing tiers to capture buyers confused by ClickUp's reduced transparency • Monitor whether ClickUp re-introduces this messaging or doubles down on tier-based feature segmentation in next 30 days

• Asana reframes all pricing tiers with 'Try for free' CTAs instead of 'Sign up' to emphasize trial-first motion.

  Asana·18 Aug 2026

  Asana reframes all pricing tiers with 'Try for free' CTAs instead of 'Sign up' to emphasize trial-first motion. Why it matters: • Asana is shifting messaging toward a freemium/trial-first conversion funnel rather than direct signup, reducing friction and signaling confidence in product stickiness. • Competitors should audit whether their own CTAs adequately communicate trial availability and risk-free entry points, as this positioning move may improve Asana's conversion velocity. • The change applies uniformly across all three tiers (Personal, Starter, Advanced), indicating a company-wide go-to-market emphasis on hands-on evaluation over upfront commitment. Positioning: - All signup CTAs changed from 'Sign up' to 'Try for free' across Personal, Starter, and Advanced tiers. - Messaging now emphasizes trial/evaluation phase before purchase rather than direct account creation. What to do: • Review your own pricing page CTAs and landing pages to ensure trial/free access is prominently communicated; if Asana sees uplift, expect competitive pressure to match or exceed their free trial terms. • Audit conversion funnel data to identify whether prospects perceive your offering as risk-free and trial-enabled; consider A/B testing 'Try for free' language if your current messaging defaults to commitment language. • Assess Asana's trial limits (duration, feature access) against yours-if they are more generous, prepare messaging to justify your trial terms or consider adjusting them to remain competitive.

• ClickUp removes Templates link from pricing page navigation

  ClickUp·15 Aug 2026

  ClickUp removes Templates link from pricing page navigation Why it matters: • Templates section deprioritized in pricing page UX-suggests either lower usage or repositioning as secondary feature • Simplified navigation may indicate internal focus shift away from template-first onboarding Navigation/Positioning: - Templates link removed from pricing page header/menu navigation - No corresponding plan changes or pricing adjustments What to do: • Monitor whether templates remain available in product or if this signals deprecation of that feature • Check if ClickUp is shifting template strategy toward in-product discovery vs. external marketing

• Asana changes pricing page CTA from 'Try for free' to 'Sign up' across all tiers

  Asana·15 Aug 2026

  Asana changes pricing page CTA from 'Try for free' to 'Sign up' across all tiers Why it matters: • Reframing reduces emphasis on free trial experience, subtly positioning paid plans as primary conversion path • Copy shift may indicate focus on capturing leads faster rather than maximizing trial-to-paid conversion rates Positioning: - Changed primary CTA language from 'Try for free' to 'Sign up' on Personal, Starter, and Advanced plan cards - Maintains 'Purchase' button alongside 'Sign up' for Starter and Advanced tiers What to do: • Monitor Asana's trial-to-paid conversion metrics over next quarter to assess if softer CTA impacts their funnel performance • Assess whether your own free trial messaging is optimally balancing exploration vs. conversion intent