Second Nature

The founders and the organizational problem

Second Nature was founded by Ariel Hitron and Alon Shalita. According to CTech, Hitron came from a management role at Kaltura and Shalita was a lead engineer at Facebook. The company's website says they met at their children's kindergarten and shared their experience of how hard it is to keep sales and service teams ready. The company operates in Tel Aviv and New York. Its product gives teams a place to practice when a product, a price or a message changes. A team can practice with a simulated character and get feedback even when no manager is available to run a role-play with them.

How the simulated conversation is created

According to CTech, the platform analyzes the organization's sales materials, call recordings and work guidelines to create practice scenarios. The AI characters can raise objections, show moods and present complex circumstances. After practice, the user gets personal feedback and a score. The current website shows practice for discovering needs, introductory calls, product demos and handling objections. For service teams it offers situations such as a complaint or an escalation. The system creates a conversation that follows the scenario, instead of only checking whether the employee picked a ready answer from a list.

Where practice fits in training

In a use case from August 2026, the company describes how United Rentals and the University of Houston added practice sessions to existing programs. Users practice a specific skill, get feedback and practice again. Changing characters lets them practice the same skill against different customer situations. The company also describes training managers to give feedback, and leaderboards that encourage participation. The website shows connections to learning management systems and to the organization's tools. So running it involves choosing scenarios, placing them in training and tracking the team's progress, alongside the conversation the AI runs. The website shows an option to connect the practice sessions to learning management systems using the SCORM and LTI standards, and to use the organization's existing sign-in to log in.

Funding and customers

On 16 October 2025, CTech reported a $22 million Series B led by Sienna VC. Bright Pixel, StageOne Ventures, Cardumen, Signals VC and Zoom also took part. According to the article, total funding reached $38 million. Zoom is also described as a customer, alongside Oracle, Adobe, Teleperformance and Check Point. The article said the company had 45 employees. The figures refer to the date of the report. The company's website shows uses in training employees, service staff and sales teams, along with customer stories and an active product.

Automatic feedback needs context

In the United Rentals and University of Houston use case, the customers stress the manager's involvement. According to the description, employees may need help carrying what they learned in practice into a real conversation, and it is recommended to build the tool into the training program instead of running it separately. This is an operational limit that appears in the company's own source. It places the automatic score and feedback inside a wider learning process. The sales improvement figures the company publishes are results it reports itself, and are not a promise of the same result for every team or scenario.