Sona has raised £34 million in Series B funding which it says will accelerate its tech platform by a decade.
The round, led by N47, will accelerate the firm’s expansion in the United States and enable frontline businesses to build, run and adapt the software that powers their operations.
The round saw participation from existing investors Felicis, Northzone, Gradient, and Italian Founders Fund, and brings its total funding to over $100m.
Sona says the funding will ‘bring forward a decade of planned platform capabilities into customers’ hands within a matter of months’.
Real economy industries, from hospitality and retail to healthcare and logistics, represent hundreds of millions of workers and a multi‑billion‑dollar software market, yet these businesses typically run on a vast number of disconnected legacy tools.
Sona’s AI-powered forecasting and scheduling enables businesses like Popeyes and Tao Group to better manage how their business is staffed, ensuring they have not just the right number of people but the people best suited to the shift working at the busiest times.
Sona’s labour AI platform takes real-time data about bookings, revenue, weather and every shift ever worked — along with any other factor which may impact a business, from box office takings to road closures — and builds bottom-up models which evolve in real time to predict not just what will happen but, based on historical productivity, what optimal operations look like and where there are opportunities for improvement.
This completely removes the need for legacy time-and-motion studies, which are notoriously expensive and inaccurate.
“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,” said Steffen Wulff Petersen, co-founder and CEO of Sona.
“We had a 10-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.”