Sona, a frontline workforce management platform, raises $27.5M with eyes on US expansion

Sona, a workforce administration platform for frontline workers, has raised $27.5 million in a Collection A spherical of funding.

Greater than two-thirds of the U.S. workforce are reportedly in frontline jobs, which is likely to be something from customer support and healthcare to retail environments and hospitality. However managing this huge workforce, making certain roles are crammed and repair is delivered, is useful resource intensive. That’s the place Sona has been getting down to assist since its basis three years in the past.

“Sona intelligently deploys our clients’ largest price base — frontline labour,” Sona’s co-founder, Steffen Wulff Petersen, advised cryptonoiz. “This not solely optimises their price base, it additionally immediately drives extra income — you’ll be able to’t promote meals or ship care with out workers being scheduled accurately.”

Based in London in 2021, Sona helps corporations handle nearly each side of their frontline workforce, from shift scheduling, timesheets, and soliciting suggestions to absence administration and connecting with companies to make sure shifts are lined throughout workers shortages.

Managers sometimes entry Sona through an online portal, whereas staff entry the platform through a cellular app with which they’ll full timesheets, view out there shifts and talk with managers. Firms combine Sona with their inner methods to make sure all the information flows by means of and between the assorted departments and stakeholders.

As one may anticipate at the moment, Sona says it makes use of AI to automate lots of the processes concerned in managing a workforce, together with optimizing rosters utilizing knowledge gleaned from staff’ contracts, equivalent to their phrases of employment, working preferences and availability. So, much less time-consuming handbook admin is the secret.

“Working a enterprise with a big frontline workforce is primarily about making certain the precise individuals are in the precise place on the proper time,” Sona’s co-founder and CTO, Ben Dixon, advised cryptonoiz. “Sona turns into the central leaping off level for a big proportion of our clients’ operations, which suggests we combine with almost all of their different methods — from care administration and point-of-sale, to single-sign-on and ERP (enterprise useful resource planning). It’s this deep stage of integration that facilitates our AI product, as a result of we’re the one system that may present a unified, real-time view of information throughout the entire enterprise.”

In addition to legacy gamers equivalent to PeoplePlanner in social care and Selima in hospitality, there is no such thing as a scarcity of well-funded startups focusing on an analogous house to what Sona operates in — there’s ConnectTeam and Homebase for starters, the latter of which introduced a $60 million fundraise simply final month.

Petersen says that it’s getting down to differentiate from at the very least a few of these corporations by specializing in bigger enterprises, meshing “consumer-grade design” with options required by extra advanced multi-site operations.

“Most newer, VC-backed gamers within the workforce administration house are constructed for SMBs, with a straightforward and easy self-signup product,” Petersen advised cryptonoiz. “That’s an excellent method for small companies with 1-10 websites, and there’s thousands and thousands of these companies to focus on. We hardly ever cross paths with the SMB distributors as a result of enterprise clients want the other product — one which handles deep complexity.”

Certainly, Sona’s pitch isn’t that it’s fast to deploy: Petersen states that the demo alone takes three hours, and implementation takes extra like a number of months. “Assume Salesforce versus Pipedrive,” Petersen mentioned. “We cross leads on to a few of the SMB distributors when clients don’t meet our enterprise standards.”

Growth

Sona is at the moment reside throughout the social care and hospitality industries within the U.Okay., the place it counts the likes of Gleneagles and Estelle Manor as clients. With one other $27.5 million within the financial institution, the corporate is now gearing as much as broaden additional afield — and a clue to its goal markets lie in its new lead investor.

The Collection A spherical was led by Menlo Park-based VC agency Felicis, which has beforehand exited investments like Ring to Amazon, Fitbit to Google, and publicly-traded Shopify. Different notable backers embrace Google’s Gradient Ventures, which led Sona’s seed spherical two years in the past. Antler, SpeedInvest, Northzone and Bag Ventures additionally participated within the newest spherical.

Sona has now raised north of $40 million since its inception, and the corporate mentioned it’ll use its contemporary money injection to “construct extra superior AI capabilities” and speed up its worldwide plans, which is able to embrace its first U.S. foray.

“The U.S. can be an essential marketplace for Sona. We now have each Felicis and Gradient onboard, have employed our first two US based mostly workers, and have signed our first six-figure Alpha buyer,” Petersen mentioned.