Second Nature AI

Overview

Second Nature develops an interactive AI-based coaching platform for sales representatives, focused on dialogue-driven training and performance improvement through realistic roleplay simulations. Founded in 2019 by Ariel Hitron (former Kaltura executive) and Alon Shalita (previously lead engineer at Facebook), the Israeli startup employs 45 people and has raised $38 million in total funding, including a $22 million Series B in 2025 led by Sienna VC with participation from Bright Pixel, StageOne Ventures, Cardumen, Signals VC, and Zoom. The platform uses conversational AI to have actual discussions with sales reps, simulating customer interactions with various personas, objection types, and conversation styles. Users simply describe scenarios in freeform text or upload content like sales decks or job descriptions, and the AI builds full roleplays in minutes. The company reports customers can deploy their first AI roleplays within an hour of onboarding, with support for 20 languages and multiple conversational styles. Key capabilities include AI-generated roleplay scenarios from any content input, realistic conversational AI that adapts to rep responses, automated scoring and feedback on performance, learning management with structured training programs, analytics showing skill development across teams, and integration with existing learning platforms. The platform allows unlimited practice without requiring manager time. Second Nature serves enterprise clients including Zoom, Oracle, Adobe, Teleperformance, and Check Point. Companies report sales increases exceeding 20% after an average of just 30 minutes of training per employee, with onboarding time falling sharply - sometimes by as much as three weeks. The combination of always-available practice, instant feedback, and scalability makes Second Nature valuable for large sales organizations. The co-founders initially built an AI email personalization platform but needed to learn how to sell it. After developing a training solution allowing them to practice conversations with AI avatar prospects, demand from CROs skyrocketed. They pivoted to focus entirely on the training platform, leading to rapid growth and Y Combinator acceptance. What differentiates Second Nature is the speed of implementation and ease of content creation - rather than requiring extensive setup or pre-programmed scenarios, the AI can generate realistic roleplays from any existing sales content in minutes. The platform's support for 20 languages and multiple conversation styles makes it accessible for global organizations with diverse teams.

Key Features

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