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§ Private Profile · London, United Kingdom
Sona is a technology company.
Sona develops an AI-powered workforce management platform specifically designed for large organizations operating with frontline workforces. The platform provides comprehensive solutions including AI-driven labor demand forecasting, autonomous scheduling, core HR functionalities, and streamlined payroll processing. It also features applicant tracking, learning management, and real-time reporting, all accessible through an intuitive employee application.
The company was co-founded by Steffen Wulff Petersen, Oli Johnson, and Ben Dixon, launching around 2019. Their founding insight stemmed from recognizing the complex challenges and inefficiencies inherent in managing extensive frontline teams, which often represent a significant operational cost. The founders aimed to leverage artificial intelligence to bring greater precision and optimization to these critical workforce decisions.
Sona's platform serves a diverse clientele within frontline industries, encompassing hospitality, hotels, care, retail, and logistics. The company envisions a future where its technology empowers businesses to make superior workforce decisions, enhancing both efficiency and performance by intelligently deploying their human capital across various operational sites.
Sona has raised $43.9M across 4 funding rounds.
Sona has raised $43.9M in total across 4 funding rounds.
Sona is a technology company that provides an AI-powered, end-to-end workforce management (WFM) platform designed specifically for frontline workers, who make up about 80% of the global workforce but are underserved by legacy systems. Their platform integrates HR, scheduling, payroll, and employee engagement into a single intuitive system, leveraging consumer-grade AI to optimize labor costs, improve operational efficiency, and enhance employee wellbeing and retention. Sona primarily serves large, complex organizations in sectors like hospitality, quick service restaurants, and retail, helping them replace multiple outdated systems with one intelligent solution that drives revenue growth and workforce empowerment[1][4][5].
Founded in 2021 and based in London, UK, Sona was co-founded by serial entrepreneurs with deep sector expertise in workforce management and AI. The idea emerged from recognizing the unique challenges faced by frontline workers and the outdated technology supporting them. Early traction came from large hospitality operators and frontline-heavy industries that trusted Sona to unify their workforce management needs under a modern, AI-driven platform. The company has quickly gained attention for its ability to deliver real-time insights and automation that improve both operational performance and employee engagement[1][3][5].
Sona is riding the wave of digital transformation in frontline workforce management, a sector historically underserved by modern technology. The timing is critical as organizations face increasing labor cost pressures, employee retention challenges, and the need for operational agility. Market forces such as the rise of AI, demand for real-time data, and the shift toward employee-centric workplace tools favor Sona’s approach. By integrating AI deeply into WFM, Sona is influencing the broader ecosystem by setting new standards for how frontline workforces are managed, empowered, and optimized[1][4][5].
Looking ahead, Sona is poised to expand its footprint across more frontline sectors and geographies, leveraging AI advancements to deepen automation and predictive capabilities. Trends such as hybrid work models, increased focus on employee wellbeing, and tighter labor markets will shape its journey. Sona’s influence is likely to grow as it continues to replace fragmented legacy systems with a unified, intelligent platform that not only improves operational metrics but also enhances the frontline employee experience, making it a key player in the future of workforce management[1][4][5].
Sona has raised $43.9M in total across 4 funding rounds.
Sona's investors include Felicis Ventures, Menlo Ventures, Accel, Emma Steele, Balderton Capital, Cocoa, Flash Ventures, Gradient Ventures, Jigsaw VC, Northzone, Polychain Capital, Smash Capital.
Sona has raised $43.9M across 4 funding rounds. Most recently, it raised $28.0M Series A in May 2024.