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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: $81.5M. Latest round: Series B ($45.0M, May 2024). Key investors include ["Felicis","Northzone","Gradient Ventures","Speedinvest","Antler"].

Founded
2021
Headquarters
London, United Kingdom
Team size
50-100
Total funding
$81.5M

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)","Time & Attendance Tracking","Frontline Employee Mobile App","Internal Communications & Newsfeed","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

["National Care Group","Advinia HealthCare","Lifeways","HC-One"]

Major milestones

["Launched 'Sona AI' autonomous scheduling engine in 2023","Reached 100,000+ active users across healthcare and hospitality","Closed $45M Series B to accelerate US market expansion in 2024"]

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: