Second Nature (AI Company)

Second Nature
IndustryAI
Founded2018 (2018)
Founders
  • Ariel Hitron,[1]
  • Alon Shalita
Headquarters
Tel Aviv, Israel
ProductsAI Role Play Training
Websitesecondnature.ai

Second Nature, founded in Israel in 2018,[2] is a company that offers professional training software that uses artificial intelligence: software for sales, customer support, and other training use cases.[3][4][5] The software includes AI-generated avatars used for training simulations, it was formally launched in 2022.[2][6] The company is headquartered in Tel Aviv, employs 45 people,[7] and has raised $38 million in total funding.[8]

In 2025 it was included in the "50 most promising Israeli startups - 2025" list by Calcalist - number 37.[9]

History

Second Nature was founded by Alon Shalita and Ariel Hitron, who met at their children’s kindergarten.[10] Shalita was a lead engineer at Facebook,[7] and Hitron was a VP for new markets at Kaltura.[2][10]

In 2018, Hitron and Shalita founded Second Nature,[2] developing an AI-based platform featuring avatars designed to simulate sales training conversations in natural language. The company was among OpenAI’s first beta users, gaining access to its initial GenAI models.[11]

In its initial years, Second Nature reported customers that included Zoom and Check Point.[12] The company formally launched in 2022.[13]

The company held a Series A funding round in January 2022, led by Signals VC, StageOne Ventures, Cardumen Capital, and Zoom Video Communications, Inc. via the Zoom Apps Fund, raising $12.5 million.[14][15][16]

In October 2025, a Series B funding round added $22 million,[17][18] bringing the company’s total funding to date to $38 million.[8] The Series B round was led by Sienna VC and supported by BrightPixel, StageOne Ventures, Cardumen, Signals VC, and Zoom.[19][20]

It also added several additional avatars alongside “Jenny,” the company’s primary AI training avatar that is still used.[13]

See also

References

  1. ↑ "AI Sales Coaching Solutions provider Second Nature secured $12.5 Million in Series A funding". Techsutram. 2022-01-15. Retrieved 2026-01-21.
  2. 1 2 3 4 "Second Nature raises $12.5M to coach salespeople with AI-powered avatars". Venture Beat. Retrieved 2026-01-21.
  3. ↑ Deutsher, Maria (2025-10-17). "Second Nature raises $22M for its AI sales training platform". Silicon Angle. Retrieved 2026-01-21.
  4. ↑ "Second Nature AI Overview". Startup Nation Central. 2026-01-18. Retrieved 2026-01-21.
  5. ↑ Povolotski, Marina (2024-08-05). "Meet Second Nature: AI-Powered Sales Training Platform". Insurtech Israel News. Retrieved 2026-01-21.
  6. ↑ Weniger, Christian (2022-01-14). "Introducing Second Nature: Next-level sales coaching via conversational AI". Medium. Retrieved 2026-01-21.
  7. 1 2 Orbach, Meir (2025-10-16). "Zoom-backed Second Nature raises $22 million Series B to expand AI sales training platform". Calcalist. Retrieved 2026-01-21.
  8. 1 2 Orbach, Meir (2025-10-16). "זום משקיעה בסטארט-אפ הישראלי Second Nature שגייס 22 מיליון דולר". Calcalist (in Hebrew). Retrieved 2026-01-21.
  9. ↑ Sophie Shulman, Meir Orbach (2025-04-30). "The 50 most promising Israeli startups - 2025". Calcalistech. Retrieved 2026-01-21.
  10. 1 2 Povolotski, Marina (2025-09-10). "Towards ITC 2025: Meet Second Nature". Insurtech Israel News. Retrieved 2026-01-21.
  11. ↑ PR Newswire (2025-10-16). "Second Nature Secures $22M Series B to Future-Proof Sales and Service Teams for the AI Era". Yahoo Finance. Retrieved 2026-01-21.
  12. ↑ Servimedia (2025-10-21). "Second Nature obtiene 22 millones de dólares en una ronda Serie B para preparar a los equipos de ventas y atención al cliente para la era de la IA". Lavanguardia (in Spanish). Retrieved 2026-01-21.
  13. 1 2 Goldman, Sharon (2022-05-20). "Jenny, Jenny, who can Zoom turn to for AI-based training?". Venture Beat. Retrieved 2026-01-21.
  14. ↑ Villamor, Kay Aloha (2022-01-13). "Second Nature Raises $12.5 Million in Series A". The Saas News. Retrieved 2026-01-21.
  15. ↑ KM World (2022-01-14). "Second Nature debuts AI-Powered Interactive Sales Coaching solution". KM World. Retrieved 2026-01-21.
  16. ↑ Schwartz, Eric Hal (2022-01-18). "AI Sales Coach Startup Second Nature Launches With $12.5M Funding Round". Voicebot.ai. Retrieved 2026-01-21.
  17. ↑ Metinko, Chris (2025-10-16). "Exclusive: Second Nature raises $22 million to role-play selling". Axios. Retrieved 2026-01-21.
  18. ↑ Bowden, Ashley (2025-10-20). "AI Employee Training Platform Second Nature Raises $22M". Built In NYC. Retrieved 2026-01-21.
  19. ↑ Povolotski, Marina (2025-10-21). "Second Nature Secures $22M Series B to Future-Proof Sales and Service Teams for the AI Era". Insurtech Israel News. Retrieved 2026-01-21.
  20. ↑ Lawler, Rachel (2024-10-20). "AI sales platform Second Nature secures $22 million in Series B funding to future-proof sales teams". ETIH. Retrieved 2026-01-21.
This page is issued from Wikipedia. The text is available under Creative Commons Attribution-Share Alike 4.0 unless otherwise noted. Additional terms may apply for the media files.