What is Sona?
AI platform for scheduling, HR, payroll, and operational workflows in frontline businesses.
- Category
- AI workforce management for frontline operations
- Headquarters
- London, UK
- Founded
- 2021
- Employees
- Private; roughly 51-200 reported
- Total funding
- Over $100M disclosed
- Valuation
- Not disclosed
What is Sona?
AI platform for scheduling, HR, payroll, and operational workflows in frontline businesses.
Sona builds workforce-management software for real-economy organizations in hospitality, retail, healthcare, social care, and logistics. Its platform combines scheduling, HR, payroll, communication, business intelligence, and AI forecasting for large frontline teams. Sona raised a $45M Series B in April 2026 led by N47, bringing total funding above $100M. Earlier Series A coverage reported 400%+ revenue growth in 2023 and more than 4.6M shifts created on the platform, while current materials cite customers such as Popeyes and Tao Group.
As of June 2026, the important sales context is that Sona is still in a build-and-scale phase rather than a mature public operating company. Revenue, customer count, and exact pricing are not fully public unless noted, so the durable facts are its domain, leadership, disclosed financings, offices, and public product direction.
Sources:Sona websiteSona Series B
What does Sona offer?
Sona offers the products and capabilities listed below.
- Scheduling· Core product
- HR workflows· Core product
- Payroll· Core product
- Labor forecasting· Capability
- Business intelligence· Capability
- Sona Forge app builder· Use case
- Frontline mobile app· Use case
- AI operational agents· Use case
Sources:Sona websiteSona Series B
How does Sona make money?
Sona makes money through enterprise, government, or commercial contracts tied to ai workforce management for frontline operations.
Sona sells enterprise SaaS to multi-site frontline organizations; pricing is not public and is likely negotiated by module, employee count, sites, integrations, and payroll or compliance scope. Growth is driven by replacing disconnected legacy scheduling, HR, payroll, agency, and BI tools with an AI-native operating platform.
For sellers, the budget center is usually tied to ai workforce management for frontline operations, deployment reliability, security, engineering velocity, and customer operations. Strong fits include infrastructure, hiring, test and simulation, manufacturing, data, compliance, field operations, and integration tooling where the product can reduce schedule risk or expand production capacity.
Sources:Sona websiteSona Series B
Who leads Sona?
Sona is led by the founders and operating executives below.
- Steffen Wulff PetersenCo-founder & CEOFounder, since 2021Leads Sona strategy and U.S. expansion.
- Ben DixonCo-founder & CTOFounder, since 2021Leads product and AI platform development.
- Oli JohnsonCo-founderFounder, since 2021Co-founder listed in funding coverage.
How do you contact Sona's leadership?
Sona publishes company contact routes, but verified personal executive emails were not found in reviewed public sources. Use the official contact route below or verified first-party channels instead of guessing personal addresses.
Official contact form; personal executive email format not verifiedSources:Sona websiteSona Series B
How much funding has Sona raised?
Sona has Over $100M disclosed; latest valuation/status signal: Not disclosed.
2022: Seed - valuation not disclosed; Gradient Ventures led seed-era funding with Antler, Speedinvest, and others participating in early rounds. May 2024: Series A - valuation not disclosed; $27.5M led by Felicis with Northzone, Gradient, Speedinvest, Antler, BAG Ventures, and angels; total then $40M+. Apr 2026: Series B - valuation not disclosed; $45M led by N47 with Felicis, Northzone, Gradient, and Italian Founders Fund; total funding over $100M.
The latest valuation/status signal is Not disclosed. Where valuations or revenue are not company-disclosed, this profile labels them as reported signals rather than verified company metrics; Sona remains private as of June 2026.
How did Sona get here?
Sona's milestones show the path from founding to its current June 2026 scale.
- 2021FoundedSteffen Wulff Petersen, Ben Dixon, and Oli Johnson start Sona in London.
- 2023Revenue and usage growthSeries A coverage reports 400%+ revenue growth and 4.6M+ shifts created.
- May 2024$27.5M Series AFelicis leads round for U.S. expansion and AI capabilities.
- Apr 2026$45M Series BN47 leads round to accelerate frontline AI platform.
- 2026U.S. expansionCompany expands with a growing New York presence.
Sources:Sona websiteSona Series B
Who are Sona's competitors?
Sona competes with the following companies and incumbents.
- DeputyWorkforce management and scheduling software for hourly teams.
- QuinyxAI workforce management platform for frontline employers.
- UKGLarge workforce management and HR platform.
- WorkdayEnterprise HR and workforce platform.
- RotaGeekWorkforce scheduling software for retail and healthcare.
Sources:Sona websiteSona Series B
Sona — frequently asked questions
