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][19] 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.[20][21]

More recently, the company expanded from a narrower emphasis on sales training to include a range of professional training use cases in large companies and enterprises. It offers training simulations for customer service teams, HR teams, and management roles in all departments as well as sales.[3] 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. ^ a b c d "Second Nature raises $12.5M to coach salespeople with AI-powered avatars". Venture Beat. Retrieved 2026-01-21.
  3. ^ a b 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. ^ a b 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. ^ a b 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. ^ a b 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. ^ a b 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. ^ Salmon, Kaleah (2025-10-17). "Second Nature raises USD $22 million to boost AI sales training". IT Brief. Retrieved 2026-01-21.
  19. ^ Bowden, Ashley (2025-10-20). "AI Employee Training Platform Second Nature Raises $22M". Built In NYC. Retrieved 2026-01-21.
  20. ^ 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.
  21. ^ 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.
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