Supporting shipping’s digital journey since 2017

Sedna was founded in 2017 by maritime and technology expert Bill Dobie when key industry players like Glencore sought out a new approach to their communication challenge. The company is backed by Insight Partners, alongside Stride.VC, Chalfen Ventures, GK Goh Ventures and SAP.

Sedna is a data-driven communication platform specifically designed to transform the shipping and supply chain industry. By effectively managing complexity, it streamlines processes and enhances efficiency. Through integrating with the existing ecosystem, Sedna enables decision making, drives commercial success, building the foundation for our ultimate vision to make trade go faster.

Sedna is being used by thousands of shipping and supply chain professionals worldwide to further cement their role as the powerhouses keeping the world moving.

Leading organisations in the Supply Chain drive efficiencies with Sedna

D/S Norden uses Sedna, the email platform for the maritime industry
Glencore uses Sedna, the email platform for the maritime industry
IFCHOR uses Sedna, the email platform for the maritime industry
FEDNAV uses Sedna, the email platform for the maritime industry
G2 uses Sedna, the email platform for the maritime industry
BBC Chartering uses Sedna, the email platform for the maritime industry
OMV uses Sedna, the email platform for the maritime industry
Western Bulk uses Sedna, the email platform for the maritime industry
Ardomore Shipping uses Sedna, the email platform for the maritime industry
Biehl uses Sedna, the email platform for the maritime industry
Oldendorff uses Sedna, the email platform for the maritime industry
Pacific Basin Shipping Limited uses Sedna, the email platform for the maritime industry
Louis Dreyfus Company users Sedna, the email platform for the maritime industry
Bunge uses Sedna, the email platform for the maritime industry
MOL Chemical Tankers uses Sedna, the email platform for the maritime industry
OMV uses Sedna, the email platform for the maritime industry
Vittera uses Sedna, the email platform for the maritime industry
Jaguar Frieght uses Sedna, the email platform for the maritime industry
Mercuria uses Sedna, the email platform for the maritime industry
SGM (Sturrock Grindrod Maritime) uses Sedna, the email platform for the maritime industry
D/S Norden uses Sedna, the email platform for the maritime industry
Oldendorff uses Sedna, the email platform for the maritime industry
Glencore uses Sedna, the email platform for the maritime industry
Pacific Basin Shipping Limited uses Sedna, the email platform for the maritime industry
IFCHOR uses Sedna, the email platform for the maritime industry
Louis Dreyfus Company users Sedna, the email platform for the maritime industry
FEDNAV uses Sedna, the email platform for the maritime industry
Bunge uses Sedna, the email platform for the maritime industry
G2 uses Sedna, the email platform for the maritime industry
MOL Chemical Tankers uses Sedna, the email platform for the maritime industry
BBC Chartering uses Sedna, the email platform for the maritime industry
OMV uses Sedna, the email platform for the maritime industry
OMV uses Sedna, the email platform for the maritime industry
Vittera uses Sedna, the email platform for the maritime industry
Western Bulk uses Sedna, the email platform for the maritime industry
Jaguar Frieght uses Sedna, the email platform for the maritime industry
Ardomore Shipping uses Sedna, the email platform for the maritime industry
Mercuria uses Sedna, the email platform for the maritime industry
Biehl uses Sedna, the email platform for the maritime industry
SGM (Sturrock Grindrod Maritime) uses Sedna, the email platform for the maritime industry

Executive team

Bill Dobie

CEO

For over twenty years, Bill has brought people and technology together to advance innovation and growth. Prior to SEDNA, he founded tech companies Navarik and Stage 3 Systems.

Robert Scott

CFO

Robert leads Sedna’s global financial functions. He was previously Global VP Finance at impact.com and worked at Deloitte New York. He is a registered Chartered Accountant.

Dan Bailey

COO

Dan is responsible for Sedna’s operations, data, and Customer Success team. Dan previously worked as a VC, helping scale early-stage enterprise software companies.

Cynthia Worley

VP of Strategic Accounts

Cynthia is responsible for Sedna's strategic accounts. She has spent two decades defining, delivering and amplifying disruptive technology across the global commodities supply chain. She has detailed knowledge of digitalisation of trade developed during her tenure with ICE, and helped shape the digital strategy in maritime while at ICE Digital Trade / essDocs, launching the eBill of Lading, eBarge Receipt and eSDS into mainstream use.

Leigh Steed-Middleton

SVP of Engineering & Product

Leigh leads Product, Engineering, Marketing and Design at Sedna, building and marketing our product focussed on customer needs. He holds a successful track record as an entrepreneur and has held senior positions at The Economist Group.

Warren Kucker

VP of Logistics Solutions

Warren oversees sales, showcasing Sedna’s world-class potential to teams and companies wanting to bring Sedna into their offices. He was previously Co-founder and CEO of Shelly.ai, a machine-learning based data extraction platform acquired by Sedna in 2022 and Boxton, a freight technology platform. He has held positions at Apple and UPS.

Backed by leading tech and business investors