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Sona

Category: AI Agents

An AI-first workforce management 'operating system' designed specifically to modernize labor operations for the global frontline (deskless) workforce. Sona was founded in 2021. The company is led by Steffen Wulff Petersen. Based in London, United Kingdom. Team size: 50-100. Total funding raised: $100M+. Latest round: Series B ($45.0M, May 2024). Key investors include N47, Felicis, Northzone, Gradient Ventures, Italian Founders Fund, Speedinvest, Antler.

Founded
2021
Headquarters
London, United Kingdom
Team size
50-100
Total funding
$100M+

Value proposition

Replaces fragmented legacy systems and manual spreadsheets with an integrated, mobile-first platform that uses AI to optimize scheduling, reduce agency spend, and improve employee engagement.

Products and solutions

Sona AI (Autonomous Scheduling Engine), Raffy AI Assistant, Sona Forge (Enterprise AI App Builder), Forecasting (AI Labour Demand), Time & Attendance Tracking, Frontline Employee Mobile App, HR Cloud & Employee Records, Automated Payroll Integration Engine, Task Management & Compliance Tracking

Unique value

Unlike generic HR software, Sona is built 'frontline-first' with a consumer-grade mobile UX that achieves high adoption rates among deskless workers who typically lack corporate email or desktop access.

Target customer

Large enterprises and complex organizations with high-density frontline staff, particularly in regulated or high-turnover sectors.

Industries served

Social Care, Healthcare, Hospitality, Retail, Logistics, Leisure & Tourism

Technology advantage

Proprietary 'Sona AI' engine capable of evaluating millions of shift combinations to generate optimal schedules that balance business demand, regulatory compliance, and individual employee preferences automatically.

How they differentiate

AI-native scheduling engine specifically optimized for high-complexity, regulated frontline sectors (like social care) to reduce agency reliance and automate compliance.

Main competitors

Deputy, Planday, Quinyx, Legion

Key partnerships

Payroll & Finance: Sage, Xero, Moorepay, Pleo, Talent & Learning: Recruit Genie, Expert LMS, Industry Specific: National Care Group, Tenzo (Hospitality Analytics), Venture Partners: N47 (Lead Series B), Felicis, Northzone, Gradient Ventures

Notable customers

Popeyes, Tao Group, Hawksmoor, Paul Bakeries, Voyage Care, National Care Group, Lifeways, HC-One

Major milestones

Launched 'Sona AI' autonomous scheduling engine in 2023, Reached 100,000+ active users across healthcare and hospitality, Launched Raffy AI Assistant and Sona Forge enterprise AI app builder, Closed $45M Series B led by N47 to accelerate US market expansion in April 2026

Growth metrics

Reported 400% year-on-year revenue growth at the time of Series B; serves over 100,000 frontline workers.

Market positioning

Premium enterprise workforce management (WFM) 'operating system' for the deskless economy.

Geographic focus

United Kingdom, Europe, and North America.

Patents and IP

No registered patents publicly disclosed; relies on proprietary AI algorithms and trade secrets.

About Steffen Wulff Petersen

Serial entrepreneur and former investment professional. Co-founder of HelloFresh UK and Hussle (formerly PayasUgym). Previously an Analyst at Goldman Sachs and Polaris Private Equity.

Official website: