Sedna

Alternative Investment Fund Administration Softwaresednainc.com

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

Location

Headquarters

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 offering

Core 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 profile

Named customers5 records

Segments6 records

Ideal customer profiles1 record

Sedna technology and API

Technology

Technology 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 signal

Partnerships

Seven partnerships are on record, tiered core and supporting.

InvestrancoreTechnology or IntegrationSedna 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.
TableaucoreTechnology or IntegrationSedna 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.
WorkdaycoreTechnology or IntegrationSedna 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 BIcoreTechnology or IntegrationSedna 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.
DomosupportingTechnology or IntegrationSedna works with Domo for business intelligence reporting solutions, providing customized BI solutions for the alternative investments sector.
Crystal ReportssupportingTechnology or IntegrationSedna provides Crystal Reports support and development services, optimizing the reporting process and providing simplified and automated reporting solutions.
SQL Server Reporting Services (SSRS)supportingTechnology or IntegrationSedna 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 assessment

Emerging 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 financial estimates

Financial estimate

Revenue estimate

Valuation estimate

Sedna leadership team

Management profile

Number of profiles

Profiles3 records

Sedna funding detail

Funding detail

Funding overview

Funding rounds

Investors

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

Sedna M&A and investment

M&A and investment

M&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?

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.