Sedna
- Company typePrivate
- Founded2012
- HeadquartersNew York, United States
- Headcount1–10
- GTM typeB2B
- OfferingSoftware
What Sedna does
Sedna Inc. is a New York-based boutique technology and software-support firm founded in 2012 that operates exclusively within the alternative-investment sector. Its client base spans private equity firms, venture capital firms, fund administrators, credit funds, hedge funds, LP investors, and real-asset managers. The company is headquartered at 310 East 46th Street, 3F, New York, and is led by a small named senior team including Lead Director Scott Prince (20+ years of vertical experience) and Technology Team Leader Prashant Kumar (10+ years).
The firm's core product is NorthStar Waterfall Automation, a web-based subscription platform launched in November 2024 that automates waterfall and incentive-fee calculations for alternative-investment funds. Beyond NorthStar, Sedna provides a portfolio of services including Investran Support, BI Reporting across Tableau, Microsoft BI, and Domo, Crystal Reports/SSRS, API Solutions, Customized Solutions, Workday Integration, Technology Outsourcing, and Waterfall Calculations Support. The technology architecture is built on conventional BI/reporting tooling and integrations with incumbent finance and HR systems rather than proprietary AI or ML infrastructure.
Sedna generates revenue through a combination of recurring software subscriptions (principally NorthStar), professional services, and managed services. Distribution is direct-sales only, with no channel partners or self-serve motion disclosed, and no public pricing is available. The firm has not disclosed institutional funding, M&A activity, or external investor backing, indicating a bootstrapped operating profile sustained by client engagements over its 13-year history.
Sedna firmographics
Firmographics- Name
- Sedna
- Legal name
- Sedna Inc.
- Website
- https://sednainc.com
- Company type
- Private
- Founded year
- 2012
- Operating status
- Operating
- Headcount range
- 1–10 employees
- Ownership category
- akta.pro rank
Where Sedna is headquartered
LocationHeadquarters
- HQ city
- New York
- HQ country
- United States
- HQ region
- North America
Offices1 record
Markets served
Sedna business model
Business model- GTM type
- B2B
- Offering type
- Software
- Cost components
- Personnel, Technology or R&D, Operations, Marketing or Sales
Revenue model
- Software Support Services: Customized support solutions for leading 3rd party software applications including Investran, Tableau, Workday, and Microsoft BI. Services range from customized support to enhanced support of leading software applications.
- NorthStar Waterfall Automation Software: A web-based automated application for waterfall and incentive fee calculations. Provides automation for complex calculations and projections.
- Customized Solutions Development: Development of simple easy-to-use solutions for many varying types of processes, including automating processes, development of comprehensive workflows, and analytical reporting.
- Technology Outsourcing Services: Full technology support and administration services for private equity and venture capital firms, providing best-of-breed solutions with competitive pricing.
- Investran Support and Consulting: Dedicated support for all areas of Investran including reporting solutions, fund accounting, portfolio management, and data migration.
Go-to-market motion2 records
Distribution channels1 record
Marketing channels3 records
Sedna product offering
Product offeringCore offering
Sedna Inc. is a boutique technology and software support firm that builds and supports software products and services for the alternative investment sector. The company's core product is NorthStar Waterfall Automation, a software platform for automating waterfall calculations, complemented by professional services including Investran support, BI reporting, Crystal Reports/SSRS, API solutions, customized solutions, Workday integration, waterfall calculations, and technology outsourcing for PE, VC, fund administrators, credit funds, hedge funds, and LP investors.
Product overview
Sedna is a boutique technology and software support firm focused exclusively on the alternative investment sector. The company's core product is NorthStar Waterfall Automation, a fully automated web-based application for waterfall and incentive fee calculations. Around this core product, Sedna offers a suite of complementary services including Business Intelligence Reporting (Tableau, Microsoft BI, Domo), Crystal Reports & SSRS Solutions, Investran Support, Customized Solutions, API Solutions, Technology Outsourcing, Workday Integration, and Waterfall Calculations Support. The portfolio is unified by Sedna's specialization in private equity, venture capital, real assets, and credit industry, providing technology and operational solutions that enable automation, efficiency, and data integration across financial systems.
Differentiator
Problem solved
Functional benefit
Brands
- NorthStar: A newly developed fully automated business application designed for the alternative investment industry including private equity firms, credit funds, hedge funds, fund administrators and limited partner investors. Provides automation for waterfall and incentive fee calculations and analysis.
Products and services
- NorthStar Waterfall Automation Proprietary software product that automates waterfall calculations for alternative investment funds, designed for PE, VC, hedge fund, credit fund, and fund administrator clients who need to streamline complex carried interest and distribution waterfall workflows.
- Investran Support Services Ongoing technical support, administration, and enhancement services for clients using the Investran fund accounting platform, targeted at alternative investment firms needing specialized Investran expertise.
- BI Reporting Services
- Crystal Reports / SSRS Development
- API Solutions
- Customized Solutions
- Workday Integration
- Waterfall Calculations Support
- Technology Outsourcing
Quantifiable outcome
- Reduces waterfall and incentive fee calculation processing time from days to minutes
- +3 more outcomes
Companies that use Sedna
Customer profileNamed customers5 records
Segments6 records
Ideal customer profiles1 record
Sedna technology and API
TechnologyTechnology focussed Yes
API detail
- Has API
- Yes
- API docs
- API detail
Core technology
AI maturity
App detail
Integration9 records
Feature7 records
Sedna partnerships and signals
Strategic signalPartnerships
Seven partnerships are on record, tiered core and supporting.
- InvestrancoreSedna provides dedicated support for all areas of Investran. The company maintains 20+ years experience providing Investran support and guidance for many of the leading private equity and venture capital firms. Services include reporting solutions, fund accounting, portfolio management, CRM, interfaces, implementations, upgrades, and data migration.
- TableaucoreSedna works with Tableau for business intelligence reporting. Combines alternative investments expertise with Tableau reporting capabilities to develop customized BI solutions specific to the alternative investments sector.
- WorkdaycoreSedna provides Workday support solutions designed to help firms meet the specific needs of alternative investment firms. Services include application management, integration development, reporting, post live support, data migrations, and system support.
- Microsoft BIcoreSedna works with Microsoft BI for business intelligence reporting. Combines alternative investments expertise with Microsoft BI reporting capabilities to develop customized BI solutions specific to the alternative investments sector.
- DomosupportingSedna works with Domo for business intelligence reporting solutions, providing customized BI solutions for the alternative investments sector.
- Crystal ReportssupportingSedna provides Crystal Reports support and development services, optimizing the reporting process and providing simplified and automated reporting solutions.
- SQL Server Reporting Services (SSRS)supportingSedna provides SSRS support and development services, optimizing reporting processes and providing web-based reporting solutions.
Scale indicators2 records
Recent moves5 records
Expansion highlights4 records
Sedna competitors and assessment
Company assessmentEmerging players
- Carta: Carta has expanded from cap table management into private fund administration, investor reporting, and waterf all services for VC and emerging managers — adjacent to Sedna's alternative-investment workflow and increasingly competitive as it moves up-market.
- Juniper Square: Juniper Square is a fast-growing investor CRM, reporting, and fund administration platform for GPs and LPs, increasingly expanding into workflow automation that overlaps with Sedna's investor-reporting and waterfall use cases.
- FinFolio: FinFolio provides portfolio management, accounting, and reporting software for investment advisors and small-to-mid fund managers, overlapping with Sedna's reporting and waterfall automation offerings for the long-tail of alternatives firms.
Direct peers
- Allvue Systems: Allvue is a leading software platform purpose-built for private equity, private credit, and real assets, providing fund accounting, waterfall, CRM, and reporting — directly overlapping with Sedna's NorthStar waterfall and BI offerings to the same GP/LP customer base.
- Altvia: Altvia offers CRM, investor portal, and reporting solutions purpose-built for PE, VC, and real estate — directly comparable to Sedna's reporting/BI services and a potential substitute for NorthStar on relationship-management workflows.
- Enfusion: Enfusion provides integrated investment management software (fund accounting, middle office, reporting) for hedge funds and alternatives — directly comparable to NorthStar's automation pitch and overlapping with Sedna's BI and integration service lines.
- PE Front Office: PE Front Office is an integrated platform for fund accounting, investor reporting, CRM, and portfolio monitoring built specifically for PE, VC, and real estate — competing with both NorthStar and Sedna's broader BI/outsourcing services for the same mid-market GP customer.
- FIS Private Capital Solutions (Investran): FIS PCS owns the Investran platform — Sedna's core 20-year service specialty. FIS is simultaneously Sedna's deepest integration partner and a potential competitor if it bundles waterfall automation or analytics into its own product roadmap.
Broad incumbents
- SS&C Technologies (Advent): SS&C's Advent suite delivers fund accounting, investor accounting, and workflow tools for alternatives and hedge funds, with deep waterfall and reporting functionality that competes with Sedna's NorthStar and BI services across large enterprise managers.
- BlackRock eFront: eFront, owned by BlackRock, is an established alternative-investment technology platform offering portfolio monitoring, fund accounting, and waterfall calculation — competing head-to-head with NorthStar while serving the same PE/VC/infrastructure manager segment.
Market position
Strengths5 records
Weaknesses5 records
Competitive moat5 records
Key risks5 records
Key highlights6 records
Customer concentration
Sedna social profiles
Digital presenceSedna financial estimates
Financial estimateRevenue estimate
Valuation estimate
Sedna leadership team
Management profileNumber of profiles
Profiles3 records
Sedna funding detail
Funding detailFunding overview
Funding rounds
Investors
Funding detail is available on the Subscription and Enterprise plan.Contact sales →
Sedna M&A and investment
M&A and investmentM&A
Investments
M&A and investment is available on the Subscription and Enterprise plan.Contact sales →
Frequently asked questions about Sedna
What does Sedna do?
Sedna Inc. is a boutique technology and software support firm that builds and supports software products and services for the alternative investment sector. The company's core product is NorthStar Waterfall Automation, a software platform for automating waterfall calculations, complemented by professional services including Investran support, BI reporting, Crystal Reports/SSRS, API solutions, customized solutions, Workday integration, waterfall calculations, and technology outsourcing for PE, VC, fund administrators, credit funds, hedge funds, and LP investors.
Is Sedna a public or private company?
Sedna is a private company. It is classified as founder individual operated bootstrapped and is currently operating.
When was Sedna founded?
Sedna was founded in 2012. It employs 1 to 10 people.
Where is Sedna based?
Sedna is headquartered in New York, United States, in the North America region.
How does Sedna make money?
Five revenue lines are on record. Software Support Services are the primary driver. The others are northStar Waterfall Automation Software, customized Solutions Development, technology Outsourcing Services and investran Support and Consulting.
Who are Sedna's main competitors?
Emerging players on record are Carta, Juniper Square and FinFolio. Direct peers are Allvue Systems, Altvia, Enfusion, PE Front Office and FIS Private Capital Solutions (Investran). Broad incumbents are SS&C Technologies (Advent) and BlackRock eFront.
Does Sedna have an API?
Yes. Sedna works with firms to leverage APIs that enable the delivery of timely and accurate data from external providers into internal systems. API solutions include end-to-end design and development for all phases including data integration and workflow automation, full validation and testing, integration of API data alongside traditional data workflows, design and development of custom integrations for specific vendors or applications, and continuing support and maintenance for all areas of the API workflow.