Second Nature, the AI-powered roleplay platform for sales and customer service, has announced a $22 million Series B funding round, led by Sienna VC with participation from Bright Pixel, StageOne Ventures, Cardumen, Signals VC, and Zoom, which is also a client of the company.
Building on its industry recognition — including selection by OpenAI during its beta phase — the company, co-founded by a former Facebook lead engineer and a senior executive from Kaltura, will use the funds to expand operations and further enhance its leading AI-based commercial training technology.
Second Nature creates a data model of each company’s sales and service playbook by analyzing recorded calls, marketing materials, and customer service scripts. From this, it generates a library of AI-driven simulations that reflect the most common scenarios teams encounter. These simulations allow realistic practice with AI avatars capable of simulating objections, challenges, and diverse customer responses. After each interaction, the system provides personalized feedback based on configurable performance metrics. Highly scalable and quick to implement, clients can create their first AI simulations in less than an hour post-onboarding, with support for over 20 languages, multiple scenarios, and various conversational tones.
With businesses integrating AI into more functions than ever, sales is among the areas investing most heavily to gain a competitive edge. According to McKinsey, companies investing in AI can achieve up to 15% revenue growth and up to 20% improvement in sales ROI, highlighting the enormous potential of high-impact AI-powered tools in this domain.
Through its advanced, interactive AI roleplaying simulations, Second Nature has consistently demonstrated its ability to transform sales and service performance, meeting and even exceeding industry expectations.
Ariel Hitron, co-founder and CEO of Second Nature, stated: “The introduction of artificial intelligence is rapidly transforming the playbook for sales, customer service, and go-to-market teams. From Fortune 100 companies to fast-growing startups, businesses are using Second Nature to help their teams adapt to this new reality, onboard faster, improve performance, and communicate new product messages more effectively. As leaders in this space, this new funding round will allow us to accelerate and expand our product and technology innovation, seamlessly integrating personalized AI-driven training, coaching, and certification into any team’s workflow.”
Second Nature has been deployed across a wide range of sectors — from HR to education, healthcare, and waste management — and is applicable to any customer-facing environment. Its success is already evident with clients such as GoHealth, where onboarding time was reduced by 33% and sales increased by over 20%. At Zoom, monthly opportunities rose from 2.78 to more than 6, with a 100% engagement rate among sales staff.
Gonzalo Martínez de Azagra, founder and managing partner at Cardumen Capital, commented: “Second Nature sets the standard in sales training and certification. Thanks to this, they have an unparalleled dataset of commercial calls, which will also enable them to lead AI-driven sales in the future.”
About Second Nature
Second Nature is a dynamic AI-driven training platform that provides a virtual partner to practice customer interactions, sales presentations, and other realistic scenarios. Its conversational AI engages with sales and customer service representatives, assessing their performance and helping them improve autonomously so they can excel in every conversation.
Founded in 2019 by Ariel Hitron, a seasoned tech entrepreneur who helped scale Kaltura into a global success, and Alon Shalita, a former lead engineer at Facebook, Second Nature has rapidly established itself as a leader in AI-powered sales and customer service training.
About Cardumen Capital
Cardumen Capital is a global venture capital and asset management firm with a presence in Europe, the Middle East, and Asia. It invests in top-tier entrepreneurs capable of bringing the future into the present.
With €300 million in assets under management, Cardumen Capital’s portfolio spans technology companies and fund investments across three distinct global strategies. The firm strives to be the most active and committed investor to entrepreneurs, offering its portfolio the benefits of decades of experience in leading global tech ecosystems, a culture of radical collaboration, and absolute availability. Cardumen Capital is backed by institutional and corporate investors worldwide.
cloud technology axon
WAIIS closed 2025 with €2 million in revenue, consolidating its grow...
