Second Nature, an Israeli startup, uses AI to help sales and service teams practice and improve their skills through realistic roleplay training. The company has raised $22 million in a Series B funding round led by Sienna VC, with support from Bright Pixel, StageOne Ventures, Cardumen, Signals VC, and Zoom, one of its customers.
With this new funding, Second Nature’s total investment has reached $80 million since the company was founded in 2019.
Second Nature was co-founded by Ariel Hitron, a former Kaltura executive, and Alon Shalita, who was previously a lead engineer at Facebook. The company has a team of 45 employees and focuses on improving how sales and service teams train using technology.
Its AI-powered platform creates realistic roleplays that simulate sales and customer conversations. It studies a company’s sales materials, recorded calls, and playbooks to design data-driven training sessions with virtual avatars that can imitate real customer reactions, objections, and emotions.
After each practice session, users get personalized feedback and performance scores. This helps companies train large teams efficiently with very little supervision.
Second Nature says that customers can start using their first AI roleplays within an hour of onboarding. The platform supports 20 languages and multiple conversational styles.
Clients like Zoom, Oracle, Adobe, Teleperformance, and Check Point reported that their sales grew by more than 20% after employees spent an average of just 30 minutes in training. At the same time, onboarding time dropped significantly, sometimes by up to three weeks.
“The introduction of AI is rapidly changing the playbook for sales and service teams,” said CEO Ariel Hitron. “From Fortune 100 enterprises to fast-growing startups, companies use Second Nature to onboard faster, improve performance, and roll out new product messages more effectively.”
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