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Second Nature
Conversational AI sales training platform where reps practice pitches and calls with an AI partner, get scored, and get certified. Second Nature raised a $22 million Series B in October 2025, led by Sienna VC, for $37.5 million in total.
Enterprise enablement teams onboarding many reps who want certification, scenario practice, and scores they can report on.
Small sales teams that want a free plan, or buyers who mainly need cold-call drills for SDRs.
Verdict
Second Nature is an AI sales training platform founded by Ariel Hitron and Alon Shalita. Sales enablement teams use it to give reps an AI practice partner that holds a real conversation, scores the pitch, and certifies reps before they talk to customers. It stands out because most onboarding still ends with a quiz, while Second Nature checks whether reps can say the message out loud before they face a buyer.
Score Breakdown
How Second Nature scores in the categories that matter to its buyers.
Pricing
Second Nature sells annual enterprise subscriptions after a demo.
Contracts are scoped by the number of reps using the AI practice partner and the programs being built, such as onboarding, certification, and product launches.
The Field at a Glance
How Second Nature compares with other AI sales coaching & roleplay vendors we reviewed, by Overall Score and relative typical engagement cost.
Second Nature scores 7.3 in AI sales coaching & roleplay, under Yoodli (7.6) and Hyperbound (7.5), and ahead of Quantified (7.2). Relative cost lands upper-mid for this subcategory.
Use-case matrix
| Use case | Fit | Notes |
|---|---|---|
| Rep onboarding | Strong | Core Second Nature motion. |
| Certification programs | Strong | Scores reps on scenarios. |
| Product launch readiness | Strong | Quick scenario builds. |
| SDR cold-call drills | Mixed | Hyperbound sharper there. |
| Real call scoring | Mixed | Practice first. |
| Learning management system | Poor | Pairs with an LMS. |
Review Excerpts
Excerpts from company materials and public coverage of Second Nature, plus representative buyer views drawn from public information. Paid reviews and pay-for-play sites were excluded.
“In 15 minutes we could create any scenario we want. It’s a very short process on the backside to get this set up.”
“One of the biggest things that we loved about Second Nature was that when the AI spoke to you, it felt like an actual person. That was a huge drive for us. These clients are very high end clients, they have very high end demands. We wanted this to feel as genuine as possible.”
“No one loves to practice, not in sports or anything, but that’s what gets you there. With AI we are able to make practice fun, reduce the barrier to entry, and you do it one-on-one so you don’t have that antsy feeling of doing it in front of your manager or VP or anyone else.”
“The roleplay trains a rep for a conversation, but it does not score real customer calls.”
Representative buyer view
Where customer reviews couldn't be found, our analysts attempted to give a voice to buyer sentiment, drawing on real information from review sites, forums, and product documentation.
Based on: Second Nature’s website
Company Facts
- Founded
- 2018 (CB Insights)
- Headquarters
- Tel Aviv, Israel (CB Insights)
- Total funding raised
- $37.5M (CB Insights)
- Key investors
- StageOne Ventures, Zoom, Cardumen Capital, Signals Venture Capital, Sienna Venture Capital (CB Insights)
- Customers
- United Rentals, OneVision Resources and GoHealth (CB Insights)
- Website
- secondnature.ai
Key Leadership
Ariel Hitron
Co-founder and CEO
Methodology
This page is an independent evaluation of Second Nature for buyers comparing options in AI sales coaching & roleplay. AI Industry Reviews accepts no sponsorships, advertising, or pay-for-placement fees. Second Nature did not pay for this review.
What we scored
The headline number is an Overall Score on a 0-10 scale. Eight criteria sit under it in two groups.
- Buyer outcomes (for AI sales coaching & roleplay)
- Realistic AI conversations
- Certification & scoring
- Scenario authoring speed
- Small-team affordability
- Company & commercial
- Innovation & product leadership
- Project management & communication
- Pricing
- Contract fairness
Pricing measures whether the price looks fair for the value delivered, including packaging and renewal friction that show up in real buying cycles.
Score Composition
| Input | Weight | What it covers |
|---|---|---|
| Reviews | 40% | A proprietary read of what practitioners say about likes, complaints, and day-to-day use, including public review sites, forums, and private chat rooms. Paid reviews and pay-for-play sites are out of scope. |
| Product | 35% | Hands-on look at screens and workflows. |
| Pricing | 15% | Whether the price looks fair for what you get. |
| Docs & training | 10% | Docs, tutorials, and training material. |
How we balanced the evidence
The Overall Score is the simple average of the eight criteria. Recommendation language follows that score and the use-case matrix above.
Scope
Second Nature is graded here as AI sales coaching & roleplay. Criteria scores can move as more review volume and product checks are added.