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# Sona
- URL: https://entrepreneurplus.co.uk/startups/sona/
- Published: 2026-11-06T15:46:33.000Z
- Updated: 2026-11-06T15:46:33.000Z
- Description: AI workforce management platform for frontline businesses in hospitality, care, retail and leisure.
- Author: Editorial Desk
- Tags: #ep-startup

![Sona logo](https://storage.ghost.io/c/05/a4/05a4a052-18ab-4836-8924-ec8b322c371c/content/images/2026/10/sona-logo.png) 

AI workforce management platform for frontline businesses in hospitality, care, retail and leisure.

- HR & Future of Work
- Series B+
- London

Sector

HR & Future of Work

Stage

Series B+

Based in

London

Founded

2021

Funding raised

$100M+

Website

[getsona.com](https://www.getsona.com/?ref=entrepreneurplus.co.uk)

Sona is a London software company founded in 2021 by Steffen Wulff Petersen, Oli Johnson and Ben Dixon. Its platform handles scheduling, AI demand forecasting, HR, payroll and reporting for employers with large frontline workforces, including hospitality groups, care providers, retailers and leisure operators; named customers include Popeyes and Tao Group. The company raised a $27.5m Series A led by Felicis in May 2024, then a $45m (about £34m) Series B led by N47 in April 2026, with Felicis, Northzone, Gradient and Italian Founders Fund participating, taking total funding past $100m. Sona says the new capital will accelerate its expansion in the United States and bring forward a decade of planned platform capabilities, including its Forge app builder.

## Team

- **Steffen Wulff Petersen**, Co-founder & CEO
- **Oli Johnson**, Co-founder
- **Ben Dixon**, Co-founder & CTO

## Backed by

- [![](https://storage.ghost.io/c/05/a4/05a4a052-18ab-4836-8924-ec8b322c371c/content/images/2026/10/northzone-logo.png)Northzone](https://entrepreneurplus.co.uk/investors/northzone/)

[LinkedIn](https://www.linkedin.com/company/getsona?ref=entrepreneurplus.co.uk)

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