About | Sona

About Sona

Sona is the leading AI workforce management platform for frontline organisations.

From Hawksmoor, to Popeyes, Paul Bakeries and Voyage Care, Sona helps large frontline organisations save millions in labour costs while delivering better service at scale.

Within the first month, customers typically reduce labour costs by at least 1%. At enterprise scale, that translates to millions of pounds in annual savings — all while improving service quality.

Frontline

Built for complex operations

Handle multi-site scheduling, variable demand patterns, and real-time adjustments with ease.

Expert led implementations

Go live in weeks, not monthswith a dedicated expert-led implementation team

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Empowering frontline teams

+$50M

raised from world class investors to build the category leader in frontline AI

The challenge

How many people do you schedule this Friday? Who's best placed to handle the evening shift? How do you respond when demand suddenly spikes?

In large frontline organisations — where thousands of employees work across numerous locations — success comes down to the quality of decisions made every single day.

There are hundreds of these decisions to be made every day, across every location. Get them right, and your business operates efficiently: the right people in the right place at the right time, labour costs optimised, and service quality protected.

Yet most of these decisions are still made on gut feel, habit, or incomplete information. Great managers exist who can consistently make great calls, but their expertise doesn't scale. And when they leave, all that knowledge walks out the door with them.

Our approach

Founded in 2021 and backed by Google's AI fund, Sona was purpose-built from day one with AI at its core.

While legacy platforms try to retrofit AI onto decades-old infrastructure, Sona was designed for this exact moment.

What makes Sona transformational is our deep understanding of how frontline industries actually work. Our founders — Steffen, Ben and Oli — ran a frontline business with over 10,000 employees and experienced first-hand the workforce management challenges faced by complex enterprise organisations.

We understand what drives demand in your business: qualifications and care requirements in social care, covers and demand spikes in hospitality, footfall and peak periods in retail. This industry expertise, combined with AI intelligence, means Sona doesn't just tell you what's happening — it tells you what to do about it, and increasingly, does it for you.

The impact

The business impact is immediate and measurable. Labour costs come down. Service quality goes up.

The change goes beyond the numbers. Managers are freed up to have more time with their teams, delivering great service. Administrative work that once took hours now takes minutes — or happens automatically.

Decisions that used to rely on instinct or experience are now backed by real-time data and intelligent recommendations.

Typical savings seen by customers

1-2%

Labour cost reduction in the first month

25%+

EBITDA improvement at enterprise scale

8 hours

Per manager per week saved on admin

The future

We're building toward a world where businesses operate at peak efficiency while protecting what makes them special.

Where labour costs are optimised without compromising service. Where the right people are in the right place at the right time, consistently, across every location.

Where frontline managers spend their time leading teams, solving problems, and delivering exceptional service. Where businesses scale while maintaining the operational excellence that made them successful in the first place.

Consumer-quality software

That frontline teams actually want to use.

Enterprise-grade intelligence

That handles the complexity of your business.

Future-proof partnership

Designed for efficiency and profitability.