Second Nature raises $22M Series B to expand AI sales roleplay training
Second Nature, an Israeli startup focused on AI-driven roleplays for sales and service teams, raised $22 million in a Series B led by Sienna VC, with participation from Bright Pixel, StageOne Ventures, Cardumen, Signals VC, and Zoom. This brings total funding to $80 million since the company launched in 2019.
Co-founded by Ariel Hitron (ex-Kaltura) and Alon Shalita (ex-Facebook), the 45-person team has built a platform that helps reps practice live conversations before they're on the call. Customers include Zoom, Oracle, Adobe, Teleperformance, and Check Point.
How the platform works
The system ingests your sales materials, recorded calls, and playbooks, then generates realistic roleplays with virtual avatars. These avatars push back with objections, reflect different customer moods, and simulate complex scenarios your team actually faces.
Reps get instant feedback, scores, and targeted suggestions after each session. Teams can launch their first roleplays within an hour of onboarding, with support for 20 languages and multiple conversational styles.
Impact reported by customers
- Sales increases exceeding 20% after an average of 30 minutes of training per rep
- Onboarding times cut by as much as three weeks
- Consistent coaching at scale without heavy manager time
With logos like Zoom also participating in the round, adoption appears to be moving beyond pilots to enterprise use.
Why this matters to sales leaders
Most teams struggle with consistent coaching, message rollout, and ramp time. Second Nature turns those into repeatable practice loops you can measure and manage.
New product messaging can be rolled out in days instead of weeks. Managers get a single view of who's ready for the field and who needs targeted work.
What to do next
- Pick one product pitch and your top 10 objections. Build a short roleplay set around them.
- Import recent call recordings and decks to align practice with real conversations.
- Set a target score for "customer-ready" and require it before live calls.
- Run 30-minute practice sprints before pipeline reviews; track changes in first-meeting rates, win rates, and ramp time.
- Use roleplays to launch new messaging; compare certification scores to field results within two weeks.
Founder perspective
"The introduction of AI is 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."
Level up your team's AI skills
If you're building an AI-first enablement stack, explore practical upskilling for sales roles here: AI courses by job.
Your membership also unlocks:
