Sona, a workforce management software startup for frontline businesses, has raised £34 million in a Series B round led by N47, with participation from Felicis, Northzone, Gradient, and Italian Founders Fund. The funding brings its total funding to over £75 million and will accelerate US expansion and bring forward planned platform capabilities.
Real economy industries, including hospitality, retail, healthcare and logistics, typically operate using multiple disconnected legacy tools. Sona provides forecasting and scheduling software that helps businesses manage staffing by aligning workforce allocation with demand. Its platform uses real-time operational data, including bookings, revenue, weather and shift history, to model business performance and identify opportunities for improvement, removing reliance on time-and-motion studies.
By combining scheduling, HR, payroll and business intelligence into a single system of record, it enables organisations to manage operations more efficiently while improving customer experience and reducing labour costs. The platform also allows businesses to build custom software applications through its enterprise application builder, integrating directly with operational data and reporting systems.
Every other enterprise software category has been transformed by AI, but the tools managing the world's largest workforce are still fundamentally the same systems that were built 20 years ago. We had a ten-year plan. AI made it a one-year plan. The old SaaS model delivered one-size-fits-all applications that companies had to adapt to. The next generation delivers the infrastructure and agentic layer organisations build on, giving them the power to create the exact software their business needs. That's what Sona is becoming for the frontline economy.
In a global market supporting billions of workers, AI represents a unique opportunity to uproot entrenched, outdated frontline tools and usher in a new way of operating for the real economy. Sona has built the leading, end-to-end AI-native product for workforce management, with best-in-class capabilities that enable it to become the operational foundation these organizations run on. We're extremely excited to partner with Steffen, Ben, and Oli in leading this round as Sona continues its journey to global category leadership.
