Second Nature has secured a Series B funding round worth USD $22 million as it aims to expand its AI-based sales and service roleplay platform.
The funding round was led by Sienna VC, with additional support from Bright Pixel, StageOne Ventures, Cardumen, Signals VC, and Zoom, which is also a customer of Second Nature. The company, founded by a former Facebook lead engineer and a Kaltura senior executive, plans to use the new funds to further develop its AI-driven sales training technology and grow its operations.
Second Nature's platform creates detailed data models of each client's sales and service methods by analysing recorded calls, marketing materials, scripts, and other customer-facing resources. These models enable the creation of a library of AI-driven roleplays, allowing employees to engage in realistic practice scenarios with AI-powered avatars. The system simulates common sales and service situations such as objections and varying customer responses, and provides trainees with targeted feedback aligned with specific performance metrics.
The platform is designed for scalability and rapid deployment, with clients able to start building AI roleplays within an hour of onboarding. It supports more than 20 languages, accommodates multiple scenarios, and offers a range of conversational tones to mirror diverse customer interactions.
Sales is one of the business disciplines reportedly seeing significant benefit from advanced AI solutions. According to McKinsey research, businesses that invest in AI have seen revenue increases of up to 15% and sales ROI improvements of up to 20%. Second Nature states that across its client base, which includes Zoom, Oracle, Adobe, Teleperformance, and Check Point, sales performance increased by over 20% after an average of just 30 minutes of practice with the platform per trainee. The company also reported substantial reductions in onboarding times, with some clients saving as much as three weeks from a traditional nine-week onboarding process.
Ariel Hitron, Co-Founder and Chief Executive Officer at Second Nature, commented on the changing nature of sales and service in the context of increasing AI adoption:
"The introduction of AI is rapidly changing the playbook for sales, service, customer-facing, and go-to-market teams. From Fortune 100 enterprises to fast-growing startups, companies use Second Nature to help their teams adapt to this new reality, onboarding faster, improving performance, and rolling out new product messages more effectively. As a leader in this space, this new funding enables us to accelerate and expand our product and technology innovation, seamlessly integrating personalized AI training, coaching, and certification into the workflow of any team."
The software has been applied across a diverse set of industries, including human resources, education, healthcare, and waste management. Among its customer success stories is GoHealth, an insurance marketplace which reported a 33% reduction in onboarding time alongside a sales performance increase of over 20%. For Zoom, the platform was associated with a rise in opportunities per month from 2.78 to over 6, while recording a 100% participation rate among its sales employees.
Mikaël Pereira, Partner at Sienna VC, commented on their participation in the funding round:
"Second Nature is setting the standard for AI roleplay training. Their platform helps sales teams practice, improve, and perform faster and at scale. This foundation puts them in a strong position to execute on a long-term vision: delivering the next generation of AI Sales Agents, the next big pillar in modern go-to-market strategy. We are proud to back Ariel, Alon, and their team, for the precision, impact, and long-term value they bring."
The funding round has also been supported by StageOne Ventures. Tal Slobodkin, Managing Partner at StageOne Ventures, said:
"Second Nature is an innovator, pioneering the AI role-play market. In 2019 we made our initial investment, and since then have seen how Second Nature is continuously transforming AI role-play technology into real, quantifiable business impacts for leading global enterprises. Our continued support highlights our confidence in the growing market and in Second Nature's ability to maintain and expand its leadership."
Gonzalo Martinez de Azagra, Founder and General Partner at Cardumen Capital, said:
"Second Nature is the gold standard in Sales training and Certification. As such they have an unmatched sales call dataset that can also help them dominate AI driven sales calls in the future."
Jens Lapinski, Founder and Managing Partner of Angel Invest, commented:
"When you see a customer increase from a $50k pilot to a $500k contract that then gets increased to over $1m per year, you know that the software does have full product market fit with enterprises. We are delighted investors in Second Nature."
Second Nature's approach involves a blend of conversational AI and company-specific content to support users in improving communication skills, responding to objections, and practising product messaging. By embedding the technology in sales and customer service workflows, the company seeks to support faster adaptation to changing business environments and product offerings.
