Zoom-backed AI startup Second Nature secures $22m series B

Second Nature, an Israeli startup that uses AI to train sales and service teams through simulated roleplays, has raised US$22 million in a series B round led by Sienna VC.

Other investors included Bright Pixel, StageOne Ventures, Cardumen, Signals VC, and Zoom, which is also a customer.

The latest funding brings Second Nature’s total capital raised to US$80 million since its launch in 2019.

The company, co-founded by Ariel Hitron and Alon Shalita, employs 45 people and has developed a platform that analyzes company sales materials to create interactive training with virtual avatars.

Second Nature says its system supports 20 languages and provides feedback and performance scores after each session.

Clients include Zoom, Oracle, Adobe, Teleperformance, and Check Point.

The company said some clients reported sales rises of over 20% after using its platform, and reductions in onboarding time by up to three weeks.

🔗 Source: Calcalist

🧠 Food for thought

Implications, context, and why it matters.

Sparse metrics muddy Second Nature momentum vs sector hype

Zoom and Oracle customers cite sales lifts “exceeding 20%” after about 30 minutes of training per employee. The piece gives no Annual Recurring Revenue (ARR), customer totals, or growth path, so the $22 million Series B is hard to size against real adoption in AI sales coaching.
Second Nature says a team can launch its first AI roleplays within an hour and that it supports 20 languages. Retention or expansion revenue never come up, so those “20% lift” claims could stem from pilots rather than steady use.
The company has 45 employees and has raised $80 million since 2019. Burn rate and a path to profitability stay unclear. Hyperbound is a newer AI sales coaching startup backed by Peak XV and Snowflake Ventures. Peak XV is the venture firm formerly known as Sequoia India & Southeast Asia. Snowflake Ventures is the corporate venture arm of data cloud company Snowflake. Momentum is a sales workflow automation startup with embedded coaching features.

Salesforce integrators can tap demand with Second Nature connectors and localization

Salesforce is pushing AI sales coaching with Agentforce (its generative AI agent platform) and says meeting prep is 33% faster. Vendors could wire Second Nature to Salesforce data to auto-generate roleplays from pipeline deals, though neither the News Article nor the provided documentation mentions a native connector.
System integrators that support Adobe or Oracle, both Second Nature customers, can sell packages that sync coaching scorecards with Salesforce competency frameworks plus compensation rules and manager dashboards. Momentum already runs this with deep CRM enrichment and SmartClips distribution across Slack and Teams (SmartClips being its short, shareable content format).
Support for 20 languages lets regional Salesforce consultancies add localization and compliance layers. Regulated sectors need AI coaching feedback that fits data residency rules plus employment standards across Europe, Middle East and Africa (EMEA) and Asia-Pacific (APAC).