Second Nature, a leading AI-driven sales and service training company, has secured $22 million in a Series B funding round to accelerate the adoption of its next-generation conversational training technology. The round was led by Sienna VC, with participation from Bright Pixel, StageOne Ventures, Cardumen, Signals VC, and Zoom, which is also one of the company’s customers.
Founded in 2019 by former Facebook lead engineer Alon Shalita and Kaltura executive Ariel Hitron, Second Nature has rapidly emerged as a frontrunner in the AI roleplay training market. Its platform creates dynamic, data-driven simulations that replicate real-world customer interactions, allowing sales and service representatives to practice and improve their skills through AI-powered feedback. Within an hour of onboarding, customers can deploy roleplays in over 20 languages and across multiple scenarios.
Second Nature’s technology uses a company’s own materials—such as recorded calls, scripts, and marketing collateral—to generate personalized AI roleplays. These exercises simulate realistic customer conversations, including objections and challenges, while providing immediate performance feedback. The company reports that clients like Oracle, Zoom, Adobe, Teleperformance, and Check Point have seen average sales increases exceeding 20% after just 30 minutes of practice per trainee, and onboarding times reduced by as much as three weeks.
The funding will support global expansion and further development of Second Nature’s AI models, enabling deeper integration of personalized coaching and certification workflows into enterprise training systems. The company aims to help organizations adapt to the rapid changes AI is bringing to sales and service functions.
Industry observers have taken note of the platform’s effectiveness. Second Nature’s deployment across industries such as healthcare, HR, education, and insurance demonstrates its wide applicability. For instance, GoHealth reduced onboarding time by a third while increasing sales by more than 20%, and Zoom saw monthly sales opportunities jump from 2.78 to over six, with full employee engagement in training.
The firm’s backers believe Second Nature is well-positioned to lead the next evolution of AI training, moving beyond simulated coaching toward AI-powered sales agents that augment human performance.
KEY QUOTES:
“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.”
– Ariel Hitron, Co-Founder and CEO at Second Nature
“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.”
– Mikaël Pereira, Partner at Sienna VC
“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.”
– Tal Slobodkin, Managing Partner at StageOne Ventures
“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.”
– Gonzalo Martinez de Azagra, Founder and General Partner at Cardumen Capital
“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.”
– Jens Lapinski, Founder and Managing Partner at Angel Invest
