Second Nature, a platform that uses AI for sales and service team training, has announced a $22 million Series B funding round. The investment will support the company’s mission to help customer-facing teams adapt to a rapidly changing business environment.

The round was led by Sienna VC and saw participation from Bright Pixel, StageOne Ventures, Cardumen, Signals VC, and Zoom, which is also a customer. The new capital follows significant industry recognition, including a selection by OpenAI during its beta stage.

Meeting the Demand for Smarter Sales Teams

As businesses integrate AI into their operations, sales departments are actively seeking new tools to improve their effectiveness. According to McKinsey, companies that invest in AI often see revenue increases of up to 15% and a sales return on investment of up to 20%. This highlights the strong potential for AI-driven solutions.

Second Nature has already shown impressive results with major brands like Oracle, Adobe, Teleperformance, and Check Point. Clients have reported sales increases of over 20% after trainees practiced for an average of just 30 minutes on the platform. Additionally, onboarding time has been shortened considerably, in some cases by three weeks from a typical nine-week process.

What’s Next for Second Nature?

The company plans to use the new funds to expand its global operations and continue developing its AI sales training technology. This includes refining its platform to better serve its growing list of enterprise clients across various sectors, from healthcare to financial services.

Ariel Hitron, Co-Founder and CEO at Second Nature, explained the company’s direction. “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.”

A Practical Approach to AI Sales Coaching

Second Nature was founded in 2019 by Ariel Hitron, a former senior executive at Kaltura, and Alon Shalita, a previous lead engineer at Facebook. The company provides a virtual environment where sales and service representatives can practice conversations with AI-powered avatars.

The platform works by creating a data model of a company’s sales strategy, using materials like recorded calls, marketing documents, and scripts. From this, it generates a collection of AI-driven roleplays that reflect common customer interactions and objections. The system allows teams to practice in a realistic yet low-pressure setting.

After each session, the AI provides specific feedback based on customizable performance metrics. The platform is designed for quick deployment, allowing customers to create their first roleplays within an hour. It supports over 20 languages and a range of conversational tones, making it adaptable for global teams.

Investor Confidence and Long-Term Vision

Investors expressed strong belief in Second Nature’s approach and its potential for future growth. Their comments reflect a shared confidence in the team and the technology’s impact on the market.

“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,” said 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,” commented Tal Slobodkin, Managing Partner at StageOne Ventures.

Gonzalo Martinez de Azagra, Founder and General Partner at Cardumen Capital added: “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.”

“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,” commented Jens Lapinski, Founder and Managing Partner, Angel Invest.

Origianl Creator: Ekaterina Pisareva
Original Link: https://justainews.com/companies/funding-news/ai-training-platform-second-nature-secures-22-million/
Originally Posted: Thu, 16 Oct 2025 15:43:59 +0000