Sona

AI workforce management platform
Last updated:
January 23, 2026
Company details
HQ
HEADCOUNT
100-499
ORG TYPE
Startup
SECTOR
Technology & Digital
About the company
Sona is an AI-powered workforce management platform for frontline teams, covering scheduling, time and attendance, HR workflows, payroll, and employee comms in one system. Sona sells into frontline-heavy sectors such as social care and hospitality, with an employee app designed for shift claiming, updates, and day-to-day team coordination. Sona was founded in 2021 by Steffen Wulff Petersen (CEO), Ben Dixon (CTO) and Oli Johnson (CFO). Public funding coverage includes a $7m Seed (March 2022) and a $27.5m Series A (May 2024).
Locations and presence
Sona lists a London presence and an office near Oxford Circus, alongside a remote-first setup for many roles. Some commercial roles specify regular in-office days in London, while other teams hire remote across the UK or Europe.
Palpable Score
72.3
/ 100
Sona offers real early-career entry points in sales and customer support with salary bands, equity, and role scope that fits someone early in a career. The main deductions come from take-home-heavy interview signals in some functions, mixed signals on job security in reviews, and limited published data on promotions and retention for early-career hires.
Pillar 1: Early-career access

Score

14.5
/ 20
  • The company advertises an Entry and Junior level Business Development Representative role in London with £35–40k pay, equity, commission, and a 50% OTE bonus, asking for 6–12 months of SDR experience.
  • Sona lists a Customer Support Analyst role at £30–35k with equity, tagged Junior and Mid level, hiring remote from the UK and Europe.
  • The company also hires “junior and mid” in implementation-facing roles such as Solutions Specialist (£45–60k with equity), showing multiple routes in beyond sales.

Pillar 2: Hiring fairness and transparency

Score

14.8
/ 20
  • The company publishes pay ranges and key conditions on job posts, including in-office expectations (for example, 3 days a week in the office for the BDR role).
  • Sona states that Sona uses structured interview processes and assessment criteria, and frames offers as based on interview performance rather than past salary negotiation.
  • The company’s Glassdoor interview feedback includes multi-round processes with take-home work and presentations, and at least one candidate report that a task felt like free positioning work, alongside a 64% positive interview experience figure.

Pillar 3: Learning and support

Score

14.5
/ 20
  • The company spells out role-level coaching in sales, with the BDR post promising dedicated mentorship from top-performing AEs and a clear growth path.
  • Sona offers a quarterly £200 professional development budget (rollover allowed within the financial year) plus an unlimited book allowance, which is practical support for early-career learning.
  • The company’s Customer Support Analyst role describes building the support playbook in a fast-changing environment, which can accelerate learning, but also puts more responsibility on self-direction than a structured ramp.

Pillar 4: Pay fairness and stability

Score

16.5
/ 20
  • The company posts salary bands for junior roles, including £30–35k for Customer Support Analyst and £35–40k plus variable pay for Business Development Representative, with equity included.
  • Sona lists a strong baseline package for stability: 35 days annual leave (25 plus 10 flexible public holidays), pension matching up to 5%, comprehensive health insurance (where eligible), enhanced parental leave (26 weeks full pay primary, 8 weeks full pay secondary), and home office and equipment support.
  • The company has at least one Glassdoor review explicitly raising job security concerns and describing people being let go without warning, which lowers the stability score even with good benefits.

Pillar 5: Early-career outcomes

Score

12.0
/ 20
  • The company has strong aggregate sentiment on Glassdoor (4.7/5 overall, 83% recommending Sona to a friend, and a 4.4/5 “career opportunities” rating), which is a positive signal for early-career experience.
  • Sona shows rapid scaling signals through third-party tracking, and Sona’s LinkedIn company page shows 169 employees, but Sona does not publish early-career retention, time-to-promotion, or progression outcomes that would let candidates judge typical growth.
  • The company has public review content that points to churn risk through job security comments, which matters more for early-career hires who need continuity to build skills.

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