Zoom-backed Second Nature raises $22 million Series B to expand AI sales training platform

Second Nature, an Israeli startup using artificial intelligence to train sales and service teams through realistic roleplays, has raised $22 million in a Series B round led by Sienna VC, with participation from Bright Pixel, StageOne Ventures, Cardumen, Signals VC, and Zoom, which is also a customer. The new funding brings total capital raised to $80 million since its founding in 2019.

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Co-founded by Ariel Hitron, a former Kaltura executive, and Alon Shalita, previously a lead engineer at Facebook, Second Nature, which employs 45 people, has developed a platform that uses conversational AI to simulate sales and customer interactions. The system analyzes each company’s sales materials, recorded calls, and playbooks to create data-driven roleplays with virtual avatars capable of mimicking objections, customer moods, and complex scenarios.

Second Nature team.

After each practice session, users receive personalized feedback and performance scores, allowing organizations to train large teams with minimal supervision. The company says that customers can deploy their first AI roleplays within an hour of onboarding, with support for 20 languages and multiple conversational styles.

Across clients including Zoom, Oracle, Adobe, Teleperformance, and Check Point, companies reported sales increases exceeding 20% after an average of just 30 minutes of training per employee, while onboarding time fell sharply, sometimes by as much as three weeks.

“The introduction of AI is rapidly 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.”