Second Nature Closes $22M Series B in AI Sales Training Revolution
On October 16, 2025, Second Nature, an innovative platform specializing in AI role-playing for sales and service teams, announced the successful closing of a $22 million Series B funding round. The funding was led by the Paris-based venture capital firm Sienna VC, with additional support from notable investors including Bright Pixel, StageOne Ventures, Cardumen, Signals VC, and Zoom, which is an active customer of the platform.
Second Nature's unique approach has already garnered recognition, evidenced by its selection by OpenAI during its beta phase. Built by a team comprising a former lead engineer from Facebook and a senior executive from Kaltura, Second Nature's technology is poised for expansion, focusing on refining its capabilities in simulated sales training to better serve a proliferating market of customer-facing roles.
The core technology involves creating a customized AI model for each client's sales and service playbook. By analyzing a plethora of data such as recorded sales calls, marketing materials, and scripts, Second Nature generates a library of role-playing scenarios that reflect real-life situations that sales teams frequently encounter. This results in a dynamic and interactive training solution where users can practice dialogues with AI avatars designed to challenge them with objections and various customer responses. After completing these simulations, participants receive tailored feedback based on established performance metrics.
As AI becomes increasingly integral to various business functions, Second Nature recognizes the compelling opportunity to usher in a new era of sales training. According to a report by McKinsey, companies investing in AI can see a revenue increase of up to 15% and a sales return on investment rise by as much as 20%. This presents a considerable advantage for businesses eager to adopt AI-driven tools for enhancing their sales performance.
Through its role-playing simulation platform, Second Nature has consistently shown how it can revolutionize sales and service training outcomes, surpassing industry benchmarks. Among its clientele—household names like Zoom, Oracle, Adobe, Teleperformance, and Check Point—many reported a sales growth exceeding 20%, even with an average practice duration of only 30 minutes per participant using the Second Nature platform. Moreover, onboarding processes have been streamlined significantly, with some companies cutting down three weeks off the conventional nine-week training period.
Ariel Hitron, Co-Founder and CEO of Second Nature, commented on the transformative role of AI in sales, noting, "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."
With this new funding, Second Nature is well-placed to accelerate its product and technology advancements, integrating personalized AI training and coaching into the normal workflow of sales teams.
Their AI-driven training platform has already proven versatile, applicable across diverse sectors—ranging from human resources to education, healthcare to waste management. For instance, the insurance marketplace GoHealth experienced a significant reduction in onboarding time—down by 33%—while simultaneously achieving over a 20% sales surge. Similarly, Zoom saw an impressive increase in opportunities from 2.78 per month to over 6, noting a remarkable participation rate among its sales employees.
Industry experts have lauded Second Nature as a leader in AI role-play training, highlighting its ability to improve sales teams' performance at a scalable level. Mikaël Pereira, a partner at Sienna VC remarked, "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 places them in a robust position to deliver the next generation of AI Sales Agents, a vital aspect in modern go-to-market strategies."
Investors in Second Nature express their confidence in the product and its alignment with market needs. Tal Slobodkin, Managing Partner at StageOne Ventures, noted, "Second Nature is an innovator, pioneering the AI role-play market. Our continued investment showcases our faith in the company's capacity to sustain and expand its leadership in this flourishing landscape."
As the company looks ahead, the potential for Second Nature’s AI-driven training model seems limitless. It stands as a shining example of what cutting-edge technology can accomplish in redefining the landscape of sales training and customer service excellence, accommodating the needs of both established corporations and startup enterprises alike.
Second Nature's unique approach has already garnered recognition, evidenced by its selection by OpenAI during its beta phase. Built by a team comprising a former lead engineer from Facebook and a senior executive from Kaltura, Second Nature's technology is poised for expansion, focusing on refining its capabilities in simulated sales training to better serve a proliferating market of customer-facing roles.
The core technology involves creating a customized AI model for each client's sales and service playbook. By analyzing a plethora of data such as recorded sales calls, marketing materials, and scripts, Second Nature generates a library of role-playing scenarios that reflect real-life situations that sales teams frequently encounter. This results in a dynamic and interactive training solution where users can practice dialogues with AI avatars designed to challenge them with objections and various customer responses. After completing these simulations, participants receive tailored feedback based on established performance metrics.
As AI becomes increasingly integral to various business functions, Second Nature recognizes the compelling opportunity to usher in a new era of sales training. According to a report by McKinsey, companies investing in AI can see a revenue increase of up to 15% and a sales return on investment rise by as much as 20%. This presents a considerable advantage for businesses eager to adopt AI-driven tools for enhancing their sales performance.
Through its role-playing simulation platform, Second Nature has consistently shown how it can revolutionize sales and service training outcomes, surpassing industry benchmarks. Among its clientele—household names like Zoom, Oracle, Adobe, Teleperformance, and Check Point—many reported a sales growth exceeding 20%, even with an average practice duration of only 30 minutes per participant using the Second Nature platform. Moreover, onboarding processes have been streamlined significantly, with some companies cutting down three weeks off the conventional nine-week training period.
Ariel Hitron, Co-Founder and CEO of Second Nature, commented on the transformative role of AI in sales, noting, "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."
With this new funding, Second Nature is well-placed to accelerate its product and technology advancements, integrating personalized AI training and coaching into the normal workflow of sales teams.
Their AI-driven training platform has already proven versatile, applicable across diverse sectors—ranging from human resources to education, healthcare to waste management. For instance, the insurance marketplace GoHealth experienced a significant reduction in onboarding time—down by 33%—while simultaneously achieving over a 20% sales surge. Similarly, Zoom saw an impressive increase in opportunities from 2.78 per month to over 6, noting a remarkable participation rate among its sales employees.
Industry experts have lauded Second Nature as a leader in AI role-play training, highlighting its ability to improve sales teams' performance at a scalable level. Mikaël Pereira, a partner at Sienna VC remarked, "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 places them in a robust position to deliver the next generation of AI Sales Agents, a vital aspect in modern go-to-market strategies."
Investors in Second Nature express their confidence in the product and its alignment with market needs. Tal Slobodkin, Managing Partner at StageOne Ventures, noted, "Second Nature is an innovator, pioneering the AI role-play market. Our continued investment showcases our faith in the company's capacity to sustain and expand its leadership in this flourishing landscape."
As the company looks ahead, the potential for Second Nature’s AI-driven training model seems limitless. It stands as a shining example of what cutting-edge technology can accomplish in redefining the landscape of sales training and customer service excellence, accommodating the needs of both established corporations and startup enterprises alike.
Topics Business Technology）
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