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§ Private Profile · Denver, CO, USA
soona is a technology company.
Soona provides a virtual content studio platform, enabling brands to produce professional photos and videos for e-commerce and marketing. This integrated solution streamlines the creation, management, and optimization of visual content across digital channels. The company’s studio model delivers rapid, high-quality shoots for products and brand assets.
Founded in 2018 by Liz Giorgi and Hayley Anderson, Soona originated from their shared insight into leveraging technology to enhance creative production processes. Their combined expertise led to a platform democratizing access to high-quality visual content, addressing the critical need for scalable, efficient creative output for businesses.
The platform serves e-commerce brands, fulfilling their ongoing demand for compelling visual assets. Soona’s vision simplifies the entire content creation workflow, making commercial photography and videography accessible and efficient. This empowers brands to maintain a consistent, impactful visual presence across all channels.
soona has raised $50.2M across 4 funding rounds.
soona has raised $50.2M in total across 4 funding rounds.
soona is an all-in-one creative platform specializing in high-quality photo, video, and user-generated content (UGC) for e-commerce brands, powered by AI tools for analytics, editing, and optimization.[1][3][4] It serves direct-to-consumer (D2C) businesses and online retailers, particularly those with $1-5 million in annual revenue, by solving the challenge of rapid, affordable, professional-grade visuals through virtual shoots and a self-serve workflow—delivering edited assets in 24 hours starting at $39 per photo.[2][3][4][5] With over 20,000 brands served and $56.27 million in total funding, including a $35 million Series B in 2022, soona demonstrates strong growth momentum via platform expansions like digital asset management (DAM), Shopify/Amazon integrations, and AI-driven listing audits.[3][4]
soona was founded in 2019 (with some sources noting 2018) by Liz Giorgi (CEO) and Hayley Anderson (Chief Product/Creative Officer) in Denver, Colorado.[1][2][3][6] The duo met at Giorgi's prior company, Mighteor—an early online video production firm serving clients like Facebook and U.S. Bank, acquired by Standard.tv in 2020—where Giorgi handled business and Anderson led creative direction in animation.[2][6] Spotting the pain point of slow, expensive content creation for small-to-medium e-commerce brands amid rising demand, they launched soona to enable quick, collaborative shoots with real-time feedback.[2][3][5] Early traction built on this model, culminating in the 2022 Series B led by Bain Capital Ventures, which accelerated AI integrations and scaling to 20,000+ clients.[2][3]
soona stands out in e-commerce content creation through its hybrid human-AI model, blending professional studios with tech for speed and accessibility:
soona rides the e-commerce content explosion, where high-quality visuals drive conversions amid AI democratization of creative tools and platforms like Shopify/Amazon demanding optimized listings.[3][4] Timing aligns with post-2020 D2C growth and remote production needs, amplified by $56M funding for AI scaling during a shift from manual photography to hybrid workflows.[2][3] Market forces favoring it include rising video/UGC mandates on sales channels and competitors' limitations (e.g., pure AI generators lack authenticity; traditional studios lack speed).[1][3] soona influences the ecosystem by empowering 20K+ SMBs with pro-level access, fostering a "human-AI creative platform" that sets standards for collaborative, data-driven content ops.[3][4]
soona is poised to dominate e-commerce visuals as AI evolves from gimmick to core workflow enhancer, potentially expanding into full-funnel marketing automation and global studio networks.[3][4] Trends like multimodal AI (e.g., advanced scenes, predictive analytics) and AR/VR product previews will shape its path, while deeper integrations with emerging platforms could boost retention among scaling D2C brands.[3] Its influence may grow by bridging creative jobs with tech scalability, evolving from shoot service to indispensable growth engine—cementing its role as the go-to for brands prioritizing visual edge in competitive retail.[1][3][4]
soona has raised $50.2M across 4 funding rounds. Most recently, it raised $35.0M Series B in January 2022.
| Date | Round | Lead Investors | Other Investors | Status |
|---|---|---|---|---|
| Jan 24, 2022 | $35M Series B | Scott Friend | 2048 Ventures, Matchstick Ventures, Range Ventures, Starting Line, Union Square Ventures | Announced |
| Feb 1, 2021 | $10M Series A | Union Square Ventures | 2048 Ventures, Afore Capital, Founder Collective, NextView Ventures, Sequoia Capital, Nicholas Shekerdemian | Announced |
| Jan 1, 2020 | $4M Seed | — | Early Light Ventures, LongeVC, Vitalize Venture Group, Kevin O'leary, Marat Kichikov, Yechiel Engelhard | Announced |
| May 30, 2019 | $1.2M Seed | Alex Iskold | Matchstick Ventures, Techstars | Announced |
soona has raised $50.2M in total across 4 funding rounds.
soona's investors include Scott Friend, 2048 Ventures, Matchstick Ventures, Range Ventures, Starting Line, Union Square Ventures, Afore Capital, Founder Collective, NextView Ventures, Sequoia Capital, Nicholas Shekerdemian, Early Light Ventures.