Sontai is trusted by brands, big and small, all over the world.
2018
Founded In 2018
50+
Years of Industry Experience
100+
Projects Delivered
Turning Data into Decisions
At Sontai, our mission is simple: help businesses unlock the power of their data.
We transform scattered spreadsheets and siloed systems into clear, actionable insights, empowering teams to make smarter, faster decisions.
Clear Insights for All
Make data understandable and actionable for every team member, not just analysts.
Always Updated
Dashboards refresh automatically, so teams see the latest information in real time.
Accessible From Anywhere
Secure, cloud-based access keeps your data available wherever you work.
Non Technical By Design
Intuitive dashboards mean no specialist knowledge is required to make smarter decisions.
Meet the Core Team
Chris Farr
Founder / CEO
Chris leads Sontai’s approach to helping SMEs turn their data into clear, confident decisions.
With nearly 20 years’ experience working across a range of FMCG organisations, he saw first-hand how smaller businesses were often left behind, lacking the tools and expertise to truly understand their numbers.
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Today, Chris works directly with clients to simplify complex data, uncover opportunities, and help teams make decisions they can trust, without the overhead of a large analytics function.
Keith Fagan
Commercial Director
Keith brings a commercial lens to everything Sontai delivers—ensuring data leads to decisions, not just reports.
Having spent 20+ years in FMCG, working with leading global brands across account management and senior leadership roles, he understands the pressure to deliver results and make the right calls quickly.
Keith works closely with clients to provide clear, cost-effective insights they can act on, helping them prioritise opportunities, improve performance, and move forward with confidence.
Aeshna Raj
Lead Data Analyst
Aeshna an expert at turning complex data into clear, practical insights that support better decisions.
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With experience across banking, financial services, pharmaceuticals, and retail, she combines strong technical expertise with a focus on simplicity and usability.
Aeshna works closely with clients and their teams to develop data pipelines and create reporting that’s easy to understand, easy to use, and built for real business impact.
Where does the Name Come From?
The name Sontai is inspired by the Irish word for “data”, Sonraí, reflecting both our heritage and our mission.
We adapted it to create a name that reflects both our Irish heritage and our mission. Just as our dashboards turn complex information into actionable insights, the name Sontai embodies our commitment to making data understandable and useful for every team.