Sona raises $27.5 million in Series A funding to accelerate buildout of AI driven workforce management platform

Sona, a workforce management platform for frontline employees, has raised $27.5 million in a Series A funding round led by Felicis.

The London-based company has also welcomed onboard Northzone along with participation from Gradient Ventures, Speedinvest, Antler and Black Angel Group.

Sona has raised $40 million+ to date and will use this fresh round of capital to expand its go-to-market function and build more advanced AI capabilities on its platform.

In a LinkedIn post, Steffen Wulff Petersen, Co-Founder at Sona, said: “This is  a huge milestone for us - the entire team has been working incredibly hard on delivering a massive next-generation solution for our amazing early customers.”

“A special thank you to Donna Leedham at Affinity Trust, Claire Kennedy at Liaise, Mike Langstaff and Gleneagles, Joanna Scammell at Community Integrated Care, Brendan Smith at Choice Support, thanks also to our Senior Advisor David Campbell for your guidance.”

He added: “With this new round of funding we’ll accelerate the buildout of our AI driven workforce management platform which kicks off a new era of intelligently managing your frontline workforce to drive better business outcomes, deliver a better service and create a happier workforce.”

“It’s been an awesome journey already and it makes me happy that I get to work every day with my co-founders Oli Johnson and Ben Dixon, our CoS Anne Crawford (our very own Sheryl Sandberg!) and our amazing team of old and new colleagues.”

"It's great to see Sona provide an industry leading solution for such a critical area for hospitality,” says David Campbell, tenured executive (Chairman, CEO) of numerous hospitality businesses (including wagamama, PizzaExpress, The Ivy Collection, Bill's Restaurants, Ole & Steen) and industry employee initiative Hospitality Rising.

“Having been involved with ever-evolving workforce management platforms for nearly ten years, the results seen with Sona are impressive – from smart AI enabled dynamic forecasting to auto-scheduling and, importantly, employee preferences and a slick 'consumer grade' app for ease of use.”

"Quite rightly, hospitality businesses are driving productivity and efficiency while building customer service – Sona has demonstrated the ability to help grow sales and optimise staffing."

"We are proud to lead Sona's Series A round and support its mission to empower frontline enterprises with cutting-edge workforce management solutions," says Niki Pezeshki, General Partner at Felicis.

"We believe in its potential to redefine how businesses in sectors like social care, restaurants, and hospitality manage their workforce, and we're excited to be part of their journey towards reshaping the future of work.”

“Ben, Oli, Steffen and the Sona team have already helped over 100,000 frontline workers schedule shifts, and we know so many more will appreciate smarter software that enables their work."