NOVAtime

What NOVAtime does

NOVAtime is a time-and-attendance and workforce management software product founded in 1999 in Diamond Bar, California. Originally an independent company, it was acquired by UKG Inc. in December 2021 as part of UKG's acquisition of Ascentis Corporation and now operates as a product line under the Ascentis/UKG brand. The core product delivers employee time tracking, scheduling, self-service portals, and labor management functionality, and has been integrated into UKG's broader Human Capital Management ecosystem spanning UKG Pro (enterprise), UKG Ready (mid-market), and the Bryte AI assistant. Technology features include time-and-attendance tracking, employee and manager self-service, scheduling, compliance management, and integration with payroll processing. The product benefits from UKG's generative AI (Bryte AI), predictive analytics, and NLP capabilities layered on top of the WFM foundation.

The company serves mid-market and enterprise customers across eight primary verticals: Healthcare, Retail, Hospitality & Food Service, Public Sector, Manufacturing, Logistics & Distribution, Financial Services, and Field & Contract Services. Go-to-market is conducted through UKG's multi-channel distribution, including enterprise field sales, inside sales, the UKG Marketplace, the UKG Developer Hub, and partner networks, with self-service portals (loginselfservice.ascentis.com) supporting SMB and existing customer access. Geographic reach spans the Americas (USA, Canada, Mexico, Brazil), EMEA (UK, France, Germany, Netherlands), and Asia/Pacific (India, Australia). Customer support is delivered Monday-Friday 8am-8pm ET/5am-5pm PT via phone and email through UKG's acquisition team.

The revenue model is subscription-based recurring SaaS licensing, with pricing quote-based and customized to organization size and requirements. The product is not separately reported financially as it is consolidated within UKG Inc. (operating entity referenced as Kronos SaaShr, Inc., a UKG Company). NOVAtime inherits UKG's analyst positioning, including Forrester Wave HCM Leader Q4 2025, Nucleus Research WFM Technology Value Matrix Leader for seven consecutive years through 2026, Gartner Magic Quadrant Leader 2025, and G2 2025 Best Software Awards Top 50 Enterprise #1 ranking. Headcount is reported at 51-100 employees, and leadership includes Frank Su as President.

Name

NOVAtime

Legal name

NOVAtime (operated under Ascentis, a UKG company)

Website

https://novatime.com

Company type

Private

Founded year

1999

Operating status

Operating

Headcount range

51–100 employees

Short description

NOVAtime, founded in 1999 in Diamond Bar, California, is a time-and-attendance and workforce management software product acquired by UKG in December 2021. It serves mid-market and enterprise customers across healthcare, retail, manufacturing, public sector, and other verticals via UKG's global HCM ecosystem.

Ownership category

akta.pro rank

Product category

Workforce Management Software

NAICS

Computing Infrastructure Providers, Data Processing, Web Hosting, and Related Services (51821), Computer Systems Design Services (541512)

SIC

Services-Computer Programming, Data Processing, Etc. (7370)

akta.pro primary industry

Workforce Management & Scheduling (BPACAPAI)

akta.pro secondary industry

Workforce Time, Attendance & Scheduling Administration (BPAAAIAI)

Keywords

• Workforce management software
• Time and attendance
• Human capital management
• Employee scheduling
• Labor tracking solutions

Headquarters

HQ city

Diamond Bar

HQ country

United States

HQ region

North America

Offices1 record

Markets served

GTM type

B2B

Offering type

Software

Cost components

Personnel, Technology or R&D, Marketing or Sales, Operations, Infrastructure

Revenue model

1. Subscription-based Software Licensing: NOVAtime operates as part of UKG's HCM suite, likely following subscription-based SaaS pricing model typical of enterprise workforce management solutions.

Go-to-market motion2 records

Distribution channels6 records

Marketing channels6 records

Core offering

NOVAtime provides cloud-based time and attendance and workforce management software that helps organizations track employee hours, manage scheduling, and administer labor-related HR processes. The platform is now part of UKG's HCM ecosystem following its acquisition via the Ascentis Corporation deal in December 2021, and serves organizations across healthcare, retail, manufacturing, financial services, public sector, hospitality, logistics, and field services.

Product overview

NOVAtime is a time and attendance product that was part of Ascentis Corporation's HCM suite. Following UKG's acquisition of Ascentis in December 2021, NOVAtime is now supported and maintained under UKG's workforce management portfolio. The product integrates with UKG's broader HCM ecosystem including UKG Pro, UKG Ready, and Bryte AI capabilities. Support for Ascentis/NOVAtime products is provided Monday-Friday, 8am-8pm ET through UKG's acquisition team.

Differentiator

Problem solved

Functional benefit

Products and services

• NOVAtime Time & Attendance / Workforce Management Solution Cloud-based time and attendance and workforce management software that enables organizations to track employee hours, manage scheduling, and administer labor-related HR processes. Now delivered as part of UKG's HCM ecosystem and used by organizations in healthcare, retail, manufacturing, financial services, public sector, hospitality, logistics, and field services.

Named customers1 record

Segments8 records

Ideal customer profiles1 record

Technology focussed Yes

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

AI capability4 records

Feature2 records

Partnerships

One partnership is on record.

• UKG Inc. (Acquirer)coreStrategic or Co-development Partner · 1 December 2021UKG acquired Ascentis Corporation, which included the NOVAtime product line, in December 2021. This acquisition expanded UKG's workforce management capabilities and integrated NOVAtime into the UKG HCM ecosystem. Ascentis/NOVAtime customers are now supported by UKG with dedicated product support available via phone and email.

Scale indicators1 record

Recent moves6 records

Expansion highlights5 records

Direct peers

• Ceridian Dayforce: Dayforce (formerly Ceridian) delivers a single-platform HCM, payroll, benefits and workforce management solution with strong time-and-attendance capabilities, competing head-to-head with UKG/NOVAtime in frontline-heavy verticals.
• Infor WFM: Infor Workforce Management is a specialist WFM solution covering time and attendance, scheduling, forecasting and labor analytics, competing most directly with NOVAtime's core functional footprint in industries such as healthcare, manufacturing and hospitality.
• ADP: ADP Workforce Now and ADP Vantage HCM provide integrated time and attendance, scheduling and compliance management that directly overlap with NOVAtime's workforce management functionality across SMB, mid-market and enterprise segments.
• Paychex: Paychex Flex and Paychex Flex Time offer HCM, payroll and time-and-attendance for SMB and mid-market — the same segments NOVAtime historically targeted — and now overlap in scheduling, compliance and benefits administration.
• Workday: Workday offers a unified HCM and Workforce Management suite that directly competes with UKG's (and by extension NOVAtime's) time and attendance, scheduling and labor optimization capabilities for enterprise and mid-market customers.

Emerging players

• Deputy: Deputy offers mobile-first scheduling, time tracking and workforce management for shift-based and frontline workforces, competing with NOVAtime particularly in SMB and mid-market segments with a product-led growth motion.
• Quinyx: Quinyx provides AI-driven workforce management including scheduling, forecasting and time tracking for frontline-heavy industries such as retail, hospitality and logistics, competing with NOVAtime on AI-enabled WFM capabilities.
• Reflexis Systems (Zebra Technologies): Reflexis (now part of Zebra Technologies) provides store-friendly workforce scheduling, time and attendance, and task management for retail and hospitality — closely overlapping NOVAtime's frontline verticals.

Broad incumbents

• Oracle HCM Cloud: Oracle Fusion Cloud HCM delivers end-to-end workforce management, time and labor, and scheduling as part of its broader cloud applications suite, competing with UKG/NOVAtime in large enterprise deals.
• SAP SuccessFactors: SAP SuccessFactors is a broad enterprise HCM suite that includes time and attendance, scheduling and workforce planning, competing with UKG/NOVAtime primarily at the large-enterprise tier as part of a wider application portfolio.

Market position

Strengths4 records

Weaknesses4 records

Competitive moat5 records

Key risks5 records

Key highlights5 records

Customer concentration

• YouTubeyoutube.com/c/UKGinc
• Xx.com/novatimecorp
• Facebookfacebook.com/novatime
• LinkedInlinkedin.com/company/novatime-technology-inc

Revenue estimate

Valuation estimate

Number of profiles

Profiles1 record

Funding overview

Funding rounds

Investors

Funding detail is available on the Subscription and Enterprise plan.Contact sales →

M&A

Investments

M&A and investment is available on the Subscription and Enterprise plan.Contact sales →

Frequently asked questions about NOVAtime