Sona, an AI-native workforce management platform for frontline organisations, announced a $45 million Series B led by N47, with participation from Felicis, Northzone, Gradient and Italian Founders Fund. Total funding now exceeds $100 million. The investment will accelerate US expansion and fast-track development of new platform capabilities.
AI for Frontline Workforce Management
Sona delivers forecasting, scheduling and labour optimisation tools for industries including hospitality, retail, healthcare and logistics. The platform analyzes real-time operational data such as bookings, revenue, weather and historical productivity to predict demand and optimise staffing. Businesses use these insights to improve customer experience, increase efficiency and reduce labour costs.
AI Application Builder for Custom Operations
Sona also introduced Forge, an enterprise AI application builder that enables organisations to create custom software integrated with scheduling, HR, payroll and analytics. The platform serves as a central operational system, allowing companies to combine standard solutions with tailored workflows built on internal data.
“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.” - Steffen Wulff Petersen, co-founder and CEO of Sona.
“In a global market supporting billions of workers, AI represents a unique opportunity to uproot entrenched, outdated frontline tools and usher in a new way of operating for the real economy, Sona has built the leading, end-to-end AI-native product for workforce management,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.” - Matthew Cowan, General Partner at N47.