Last updated 2026-07-23
- Raised $22M Series B led by Sienna Venture Capital, Sep 2025
- Raised $12.5M Series A led by Zoom Apps Fund, Dec 2021
- Raised $3M Seed round led by StageOne Ventures, Jun 2019
Total raised
$37.5M
Last: Undisclosed Round 2025-10
Stage
Series B
Founded
2018
Headcount
125
HQ
Tel Aviv-Yafo, Israel
Sector
Business Software
About
Second Nature AI is an Israeli startup that uses conversational AI to train sales and service teams through realistic roleplays. The platform analyzes a company's sales materials, recorded calls, and playbooks to create data-driven roleplays with virtual avatars that can mimic objections, customer moods, and complex scenarios. After each practice session, users receive personalized feedback and performance scores, allowing organizations to train large teams with minimal supervision. The company's mission is to revolutionize sales and service effectiveness and productivity by leveraging cutting-edge AI role plays and lifelike avatars. Second Nature was founded in 2018 by Alon Shalita and Ariel Hitron, who met at their children's kindergarten. The company formally launched in 2022.
Funding history · 3 rounds · $37.5M total
2025-09
B Round
$22.0M
★ Sienna Venture CapitalZoomBright PixelCardumen CapitalStageOne VenturesSignals Venture Capital
2021-12
A Round
$12.5M
★ Zoom Apps Fund★ Cardumen Capital★ StageOne Ventures★ Signals Venture Capital
2019-06
Seed
$3.0M
★ StageOne VenturesCardumen Capital
Headcount over time
From 4 (2020-05) to 45 (2026-07) · +41 (+1025%) · 20 points · source: Finder history + radar grounding
Q&A
- What is Second Nature AI's primary business?
- Second Nature AI develops an interactive AI-based coaching platform for sales representatives, focusing on dialogue-driven training and performance improvement.
- When was Second Nature AI founded?
- Second Nature AI was founded in October 2018.
- How much total funding has Second Nature AI raised to date?
- Second Nature AI has raised a total of $37.5 million USD.
- When did Second Nature AI complete its most recent funding round and how much was raised?
- In October 2025, Second Nature AI completed a funding round, raising $22 million USD. Sienna Venture Capital and StageOne Ventures were among the investors.
- Which investors participated in Second Nature AI's January 2022 funding round?
- The January 2022 funding round for Second Nature AI included investments from.
- What is Second Nature AI's current employee count?
- Second Nature AI has 51-200 employees.
- What is Second Nature AI's primary sector classification?
- Second Nature AI's primary sector is Business Software.
- What technologies does Second Nature AI utilize?
- Second Nature AI utilizes Artificial Intelligence and Generative AI.
Team · 2
Ariel Hitron
Founder · CEO
Alon Shalita
Founder · CTO
Sectors & technology
Primary sector
Business Software
Sub-sectors
Business SoftwareIT, R&D & Data SolutionsSoftware Development ToolsProject Management & CollaborationSales & Marketing Solutions
Technologies
Artificial IntelligenceGenerative AI
Target customers
EducationHigher EducationEnterprise & Professional ServicesITMarketing & SalesHealthcare & Life SciencesHealthcareInsurance CompaniesProviders
Business model
B2B
Highlights
Verified
Tags
artificial-intelligenceenterprise-solutionssalesdata-analyticsbusiness-processes
Full data — links, identifiers, deals & radar signals (jobs, patents, research, more)
External links
| Website | secondnature.ai/ |
|---|---|
| linkedin.com/company/48058367 | |
| facebook.com/pages/category/Computer-Company/Second-Nature-A | |
| YouTube | youtube.com/channel/UC87apT-W4g2hGEhzVScJJLQ |
Identifiers & details
| Legal name | SECOND NATURE AI LTD. |
|---|---|
| Founded | 2018 |
| Employees (exact) | 125 |
Radar intelligence
Open jobs — smartrecruiters
| Total open | 1 |
|---|---|
| Remote | 1 |
| By location | New York, NY, us (1) |
| Title | Location | Department |
|---|---|---|
| Enterprise SDR | New York, NY, us |
Web history (Wayback)
| Domain | secondnature.ai |
|---|
Israeli Companies Registrar (רשם החברות / ICA)
| Registrar # (ח.פ.) | 516019296 |
|---|---|
| Status | פעילה |
| Corp type | ישראלית חברה פרטית |
| Incorporated | 2019-05-05 |
| Purpose | לעסוק בכל עיסוק חוקי |
| Liability | מוגבלת |
| In violation (unfiled) | no |
| Last annual report | 2025 |
| Active charges / liens | 1 |
| Registry events | 1 — charge (1) |
| Registered address | אלון יגאל 94 תל אביב - יפו |
Recent registry events
| Date | Event |
|---|---|
| 2026-06-28 | רישום שעבוד |