This suggestion assumes a premise: a family is a team worthy of a superb tool such as Asana.
I urge you to consider a new upgrade option. This new option could be priced below the “Premium” $10.99 option. You know that little asterisk where it says “Small team discounts may apply”. I’m saying, make the small team discount price point a permanent option called “Family”
This family option would only need basic features but one thing you could put in there is a new feature called Achievements (or whatever you want to call them). The idea being the Gamification of Asana. That is… Badges, rewards, scoreboards, weekly brag(err performance) reports, premium avatars etc…
So Achievements come included with the family plan. But could also be an add-on product for the business-focused upgrade tiers. Not all businesses would want to Gamify their Asana… But some would, and could have the option to add it on.