Sona raises $27.5M with eyes on US expansion


Frontline workforce management platform Sona has secured a substantial $27.5 million in Series A funding, with a focus on expanding its operations in the United States.

Sona specializes in aiding frontline employees, who make up a significant portion of the U.S. workforce, spanning industries such as customer service, healthcare, retail, and hospitality. The platform streamlines workforce management tasks, including shift scheduling, timesheets, feedback solicitation, absence management, and agency connectivity to cover shifts during staff shortages.

Co-founder Steffen Wulff Petersen highlighted Sona’s ability to optimize frontline labor deployment, resulting in both cost savings and revenue growth. Founded in London in 2021, Sona has rapidly become a vital tool for managing frontline workforces, providing managers with a web portal and workers with a mobile app for seamless communication and task completion.

Using AI, Sona automates many aspects of workforce management, including roster optimization based on worker contracts, preferences, and availability. This reduces manual administrative burdens, allowing businesses to focus on strategic objectives.

Ben Dixon, Sona’s co-founder and CTO, emphasized the platform’s deep integration with clients’ internal systems, enabling real-time data flow across various departments. This integration facilitates Sona’s AI capabilities, providing a unified view of operations.

In a competitive landscape, Sona distinguishes itself by catering to larger enterprises with complex operations, offering a blend of consumer-grade design and enterprise-level features. With a focus on scalability and deep integration, Sona targets industries such as social care and hospitality in the UK, with plans for expansion into the US market.

Felicis, a Menlo Park-based VC firm, led the Series A funding round, signaling confidence in Sona’s potential. With previous investments in successful ventures like Ring and Fitbit, Felicis brings valuable expertise to Sona’s growth strategy. Gradient Ventures, Google’s venture fund, also participated in the funding round, reinforcing Sona’s position in the market.

With this significant investment, Sona aims to enhance its AI capabilities and accelerate its international expansion, starting with its debut in the US market. As Sona continues to empower frontline workers and optimize workforce management, its innovative approach promises to shape the future of the industry.

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