Tees Valley: Technology firm Sedna opens new office in Middlesbrough
Sedna, backed by Insight Partners, announced on Tuesday, April 4, that it had acquired Flytta, an AI-powered workflow automation platform for global trade and supply chains.
Sedna said, the acquisition strengthens its position as a leader in AI-driven communication and operational efficiency, whilst also reinforcing London’s role as an emerging hub for AI innovation in international trade.
The deal expands Sedna’s UK presence with a new office in the Tees Valley, with the company investing in the region’s growing AI talent base to accelerate product development.
This acquisition plays a ‘central role’ in Sedna’s growing AI strategy, embedding artificial intelligence into the core of global trade workflows.
Sedna began working closely with Flytta on a solution for Pavilion Energy of Singapore that analysed complex LNG noon reports against written voyage instructions for anomalies and problems.
Toby Forrest, head of operations and chartering at Pavilion Energy in Singapore, said: “AI-powered email data extraction gives my team instant insight into vessel status, voyage order adherence, and potential disruptions – without the hassle of cross-checking multiple systems or insisting on a common template.
“It taps into the embedded intelligence of email, streamlining operations and ensuring vessels stay on course.”
Flytta’s customs import and export automation workflow is now part of Sedna AI and is servicing high-volume processes for customers including Casper Customs, Pentagon Freight Services, and Mobius Technology.
This is only the beginning, with Sedna AI noon report analysis automation among other AI-powered workflows and automations planned for rollout in the near future.
Leigh Steed-Middleton, president of Sedna, said: “Sedna’s mission is to connect the shipping ecosystem, providing intelligent tools that transform data into actionable insights.
“The acquisition of Flytta not only accelerates our AI strategy but also positions us to deliver value-added workflows tailored to the specific needs of the industry.”
The deal also underscores Sedna’s commitment to UK AI leadership.
With government-backed initiatives like Innovate UK and the UK AI Strategy positioning Britain as a global AI powerhouse, Sedna’s investment in Middlesbrough reinforces the country’s role in AI-driven trade technology.
Bill Dobie, CEO of Sedna, said: “We’re excited to open our new Middlesbrough office, tapping into the exceptional talent in Northern England to drive the next wave of AI innovation in global trade.
“This investment strengthens our AI capabilities while reinforcing the UK’s position as a leader in digital trade transformation.”
As part of the acquisition, Sedna welcomes co-founders Alan Appleyard and Owain Brennan to its team.
Mr Appleyard brings more than 20 years of shipping experience and developed a passion for AI and programming during the pandemic whilst solving complex post-Brexit UK customs challenges.
He will join as AI product manager.
Mr Brennan, a thought leader with extensive experience building AI and ML solutions as both a developer and founder, will take on the role of AI lead engineer.
Together, they bring deep maritime knowledge and a proven track record of innovation and practical delivery.
This acquisition also brings with it a sixth office for Sedna, including Athens, Cape Town, Copenhagen, London, Singapore, and Middlesbrough.
Flytta originated as an in-house solution at Casper Shipping, designed to streamline internal operations before being further refined and commercialised by Seer into a scalable AI-powered workflow platform.
This progression, rooted in deep industry expertise, set the stage for a strategic partnership between Sedna, Seer, and Casper Shipping to drive broader industry transformation.
Michael Shakesheff, MD of Casper Group, said: “Flytta began as an internal innovation within Casper Shipping, addressing real-world operational challenges.
“With Seer’s expertise, it evolved into a scalable product, and now, through Sedna’s ambitious AI vision, it has the opportunity to drive transformation across the broader maritime and trade industries.”