Sedna

In 2017, Bill Dobie, a veteran of the shipping and logistics industry, recognized a critical flaw in how global trade was conducted. While the world moved towards instant messaging and collaborative tools, the maritime industry—responsible for moving 90% of global trade—was still drowning in email. The 'cc effect' created endless threads, siloed information, and massive administrative burdens that slowed down decision-making in a high-stakes environment where speed is everything.

Dobie realized that email, designed for one-to-one personal communication, was fundamentally broken for complex, team-based transactions. Instead of building just another collaboration tool, he set out to reimagine email itself. This vision led to the creation of Sedna, a smart team communication platform designed specifically for the complexities of the supply chain.

What started as a mission to fix a 'broken inbox' has evolved into a critical piece of infrastructure for global trade. Today, Sedna empowers leading organizations like Glencore, Norden, and Bunge to reduce email volume by up to 95%, turning their communication data into actionable insights. By layering intelligent routing, automation, and team collaboration on top of traditional email, Sedna has transformed how the maritime industry operates, ensuring that the people feeding and fueling the world can do so with greater speed, trust, and efficiency.