What Second Nature AI does

Second Nature AI is a venture-backed software company founded in 2018 in Tel Aviv, Israel, with a North American office in New York. It operates as a browser-based SaaS platform that delivers AI-powered conversational roleplay simulations for enterprise sales, customer service, and learning-and-development teams. The company's core technology combines generative AI with text and audio modalities to simulate realistic customer avatars that engage users in discovery calls, cold calls, objection handling, demos, and other customer-facing scenarios, with automated scoring on hard knowledge, tone, pace, listening, and soft skills. The platform is localized in 20 languages and includes a content-to-roleplay engine that ingests PDFs, URLs, video, audio, decks, and playbooks to generate customized simulations across templates such as SPIN, MEDDPICC, and BANT.

The company sells primarily through an enterprise field-sales motion targeting organizations with large customer-facing workforces, evidenced by named deployments at Zoom (entire global sales force certified), Oracle NetSuite, Adobe, SAP Academy, Check Point, GoHealth, Pure Storage, Pacira BioSciences, United Rentals, Calix, Teleperformance, and Engaged Prospect. Distribution is supplemented by self-serve free role-play simulations for product-led evaluation. The platform requires modern desktop browsers (Chrome, Edge, Firefox, Safari) and a 10 Mb/s network connection. Reported customer outcomes across these deployments include a 20% increase in sales, 32% increase in opportunities (Oracle NetSuite), 33% reduction in onboarding time and 50% productivity gain (GoHealth), 7x increase in practice time (SAP Academy), 100% certification completion (Zoom), and 3x engagement increase (Check Point).

The business model is enterprise SaaS subscription, with pricing set via Order Form under the Terms of Service and a free trial tier for evaluation. Second Nature has raised approximately $37.5M across three disclosed rounds — a $3M seed (July 2019, StageOne Ventures-led), a $12.5M Series A (January 2022, Signals Venture Capital-led), and a $22M Series B (October 2025, Sienna VC-led with Zoom as strategic investor) — and has secured ISO 27001 and ISO 27701 certifications alongside Gartner Cool Vendor (2021) and multiple G2 Leader and Webby Award recognitions. The company is headquartered in Tel Aviv with an additional office in New York and operates with a headcount in the 11–50 range.

Name

Second Nature AI

Legal name

Second Nature AI Inc.

Website

https://secondnature.ai

Company type

Private

Founded year

2018

Operating status

Operating

Headcount range

11–50 employees

Short description

Second Nature AI is a Tel Aviv–based SaaS company that provides an AI-powered conversational roleplay platform enabling enterprise sales, customer service, and L&D teams to practice realistic customer interactions with virtual avatars and receive automated personalized feedback and scoring.

Ownership category

akta.pro rank

Product category

AI Sales Training Software

NAICS

Software Publishers (5132), Computer Training (611420)

SIC

Services-Prepackaged Software (7372)

akta.pro primary industry

Conversational AI Platforms (chat/voice bots, orchestration) (HDAAAFAC)

akta.pro secondary industries

AI & Automation in Customer Service (Chatbots, Agent Assist) (EDABACAO), AI Tutoring Systems (Conversational Tutors, Homework Helpers) (EDAFAFAC)

Keywords

• AI sales training
• Conversational roleplay platform
• Sales coaching software
• AI conversation simulations
• Enterprise sales enablement

Headquarters

HQ city

Covina

HQ country

United States

HQ region

North America

Offices2 records

Markets served

GTM type

B2B

Offering type

Software

Cost components

Technology or R&D, Personnel, Marketing or Sales, Operations, Infrastructure

Revenue model

1. SaaS Subscription (Enterprise): Browser-based SaaS platform with subscription-based access. Users pay subscription fees for access to AI role-play training, with pricing likely per seat or organization-wide as indicated by the Order Form reference in the Terms of Service. A free trial period is offered.

Pricing tiers

Go-to-market motion2 records

Distribution channels3 records

Marketing channels8 records

Core offering

Second Nature AI provides an AI-powered roleplay platform that uses conversational AI avatars to simulate realistic sales and customer service conversations for enterprise training. The platform delivers personalized scoring and feedback, a content-to-roleplay engine that converts training materials into custom scenarios, manager analytics dashboards, and multi-language support across 20 languages. Customers use it for sales onboarding, certification, coaching, and ongoing practice of discovery calls, cold calling, objection handling, demos, and other customer-facing conversations.

Product overview

Second Nature AI offers a unified AI-powered roleplay platform for enterprise sales and customer service training. The core product is the AI Roleplay Platform, which enables organizations to create realistic simulations for training customer-facing teams. The platform includes customizable template libraries (Sales templates like SPIN, MEDDPICC, BANT; Service templates; HR templates; Learning templates; Marketing templates), AI avatars for conversational practice, real-time scoring and feedback, and analytics dashboards for managers. The Moving Avatars feature enhances interaction realism. Free Role Plays serve as trial/demo experiences. The platform supports various content inputs including websites, recorded calls, videos, PPTs, sales decks, and knowledge articles to generate customized training scenarios.

Differentiator

Problem solved

Functional benefit

Products and services

• Second Nature AI Roleplay Platform AI-powered sales and customer service training platform that simulates realistic roleplay conversations with virtual avatars for sales and customer service practice. Provides real-time scoring, personalized feedback, analytics dashboards, and on-demand practice sessions for enterprise customer-facing teams.
• Free Role Plays Complimentary AI roleplay simulations available on the Second Nature website, including discovery call, cold calling, and objection handling training scenarios that prospects can try without commitment as a free trial of the platform.

Quantifiable outcome

• 20% increase in sales for major brands using the platform
• +11 more outcomes

Named customers13 records

Segments4 records

Ideal customer profiles4 records

Technology focussed Yes

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Integration1 record

AI capability3 records

Feature7 records

Scale indicators11 records

Recent moves7 records

Expansion highlights6 records

Direct peers

• Quantified: AI-powered sales coaching and role-play platform using generative AI avatars for practice and certification. Closely comparable technology stack and target use cases.
• Mindtickle: Sales readiness and coaching platform with AI-driven role-play and training modules. Direct competitor targeting the same enterprise sales enablement use cases with similar methodologies (MEDDPICC, BANT) and manager analytics.
• Allego: Sales readiness and learning platform offering AI-powered role-play, coaching, and content management for enterprise sales teams. Overlaps directly with Second Nature's content-to-roleplay engine and analytics dashboard.
• Hyperbound: AI sales role-play and coaching platform focused on cold calling, discovery, and objection handling practice. Competes for the same SMB-to-mid-market AI role-play buyer.
• PitchMonster: AI role-play platform for sales training with gamified practice and leaderboards. Competes directly in the AI avatar-based sales coaching category.
• Brainshark (Bigtincan): Sales readiness and coaching platform now part of Bigtincan, offering training, role-play practice, and content authoring for enterprise sales teams. Competes for similar L&D budgets.

Broad incumbents

• Gong: Revenue intelligence and conversation analytics platform with growing AI coaching features. Larger, broader portfolio serving enterprise sales leaders with overlapping use cases in coaching and performance improvement.
• Salesloft: Sales engagement platform with AI-driven coaching and conversation intelligence features. Large incumbent in the enterprise sales tech stack with potential to bundle role-play capabilities.
• Outreach: Sales execution platform with AI-powered coaching and enablement features. Large competitor with the resources to expand into AI-driven role-play training.

Emerging players

• Mursion: AI and VR-based simulation training for soft skills, customer service, and leadership development. Adjacent technology approach (immersive simulation) for similar enterprise training use cases.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat5 records

Key risks5 records

Key highlights7 records

Customer concentration

• YouTubeyoutube.com/channel/UC87apT-W4g2hGEhzVScJJLQ
• LinkedInlinkedin.com/company/second-nature-ai
• Xx.com/SecondNatureAI

Compliance2 records

Revenue estimate

Valuation estimate

Number of profiles

Profiles3 records

Funding overview

Funding rounds3 records

Investors7 records

Funding detail is available on the Subscription and Enterprise plan.Contact sales →

M&A

Investments

M&A and investment is available on the Subscription and Enterprise plan.Contact sales →

Frequently asked questions about Second Nature AI