Second-Nature
Tel Aviv, IL · 96 employees on LinkedIn · 4 known investors
Second Nature offers an AI-driven role-play training platform where sales reps and support agents practice scenarios such as discovery calls, objection handling, and escalations, receiving real-time feedback and coaching. It serves sales enablement, L&D, and support teams, integrating with LMS, CRM, and conferencing tools to certify and ramp employees at scale.
Also known as Second Nature AI · SecondNature.ai
Founders & leadership
Investors · 4
Company profile
researched Aug 2026Second Nature (secondnature.ai) develops software that lets customer-facing employees practice conversations with AI avatars before speaking with real customers. Users run simulated discovery calls, needs assessments, objection handling, cold calls and product demos against avatars — including a main persona named "Jenny" and newer moving and video avatars — that respond in real time with speech, movement and facial expressions, and can be configured with different "persona moods" to represent friendly or difficult customers. After each session the platform scores the interaction and returns feedback on specific moments, and it supports multi-persona meeting simulations for both B2B and B2C contexts.
Beyond role play, the product includes a custom scenario builder in which teams upload sales decks, scripts, playbooks or recorded calls and the AI generates practice scenarios from that content; pitch recording with instant AI feedback; AI screen-action analysis that converts a top performer's recorded call into a checklist against which new reps are graded; and certification programs with pass/fail criteria, leaderboards and gamification. A "Deal Coach" module provides AI coaching on live deals, surfacing risks and gaps and suggesting next steps for reps and managers. The platform is positioned around pre-call training and certification rather than real-time assistance during live customer calls.
Second Nature is used by sales, enablement, learning-and-development and customer support teams. Named customer references on the company site include Oracle NetSuite, GoHealth, iQor and Zoom, with reported outcomes such as a 33% reduction in onboarding time at GoHealth (from nine weeks to five) and a 32% increase in sales opportunities plus more than 5,680 hours saved at Oracle NetSuite.
Business model
B2B software sold to enterprise and mid-market organizations, with deployment into existing training and revenue stacks via integrations. Pricing is not published; buyers obtain custom quotes from the sales team, with cost driven by user count, modules selected (role play, certifications, onboarding), language requirements, integration complexity and contract length.
Traction
The company cites aggregate customer outcomes of 34% faster ramp, 6x more practice without additional manager time and 46% more deals closed on average, along with a 4.6+ star G2 rating. Published customer results include Oracle NetSuite (32% more sales opportunities, over 5,680 hours saved, doubled logos per month) and GoHealth (onboarding cut from nine weeks to five). Enablement leaders at customer organizations, including Zoom, report 100% completion or participation in certification programs.
▸Full profile — market position, technology, go-to-market, geography, risks & controversies
Market position
Positioned in the AI sales-training and simulation category, focused on pre-call practice and certification. Third-party comparisons place it alongside Alpharun (playbooks built from actual calls for B2C sales teams), Gong (B2B revenue intelligence), Cresta (real-time agent assist for enterprise contact centers) and Balto (live call guidance and compliance), with the principal distinction being that Second Nature trains before calls rather than coaching during them.
Realistic, avatar-based simulations that users describe as close to live human conversation; a scenario builder that turns a company's own decks, scripts and call recordings into practice scenarios in minutes; objective, repeatable scoring that standardizes feedback otherwise dependent on manager skill; gamified certification programs; and broad integration with existing LMS, CRM, SSO and conferencing systems.
Technology
Conversational AI avatars that speak and respond in real time with movement and facial expressions, configurable persona moods, and automated scoring and feedback on practice conversations. An AI assistant generates role-play scenarios from customer-supplied decks, scripts and call recordings, and screen-action analysis decomposes a recorded call into a graded checklist of key actions. The platform integrates with any LMS via SCORM or LTI, with CRMs, SAML single sign-on and conferencing tools.
Go-to-market
Sales-led motion centered on demo requests and direct contact with the sales team, supported by customer case studies (Oracle NetSuite, GoHealth, iQor, Zoom), testimonials from enablement and sales-productivity leaders, product demo videos, an enterprise track, and presence on software review sites such as G2.
Sales organizations, sales enablement teams, L&D functions and customer support/contact-center teams — particularly B2B sales organizations with longer consultative cycles, companies that require reps to pass certifications before customer contact, and organizations with dedicated enablement staff to build and maintain scenarios. Third-party review coverage notes weaker fit for teams without dedicated L&D resources and for high-volume call centers seeking real-time, in-call guidance.
Geography
Headquartered in Tel Aviv, Israel, serving global customers; the platform supports multiple language requirements and is used to scale practice across global sales teams.
Risks & controversies
User reviews aggregated by a third-party source report that the AI can require reps to follow scripts closely and may become confused or drift off-topic during natural conversation, that scoring can be harsh and inconsistent across identical content, and that response variety does not always match real customer behavior. Smaller teams and those lacking dedicated L&D or enablement staff report a steep learning curve and prohibitive pricing or implementation effort, and the platform does not provide coaching during live customer calls. That review source is published by a competing vendor, Alpharun.
Compiled by commissioned research from 5 cited public sources — announcements, filings, and press listed under research sources below.
Key figures
latest reportedCompany-reported or press-reported figures, each dated to when it was claimed — not independently audited.
▸Research sources · 5
primary sources listed
- Second-Naturesecondnature.ai · web
5 public sources were cited for this profile; the first-party ones are listed here.
Frequently asked questions
- What does Second-Nature do?
- Second Nature is an AI role-play and coaching platform for sales, enablement, L&D and support teams.
- Who founded Second-Nature?
- Second-Nature was founded by Alon Shalita.
- Who are Second-Nature's investors?
- Second-Nature's investors include Bright Pixel Capital, Grit Ventures, Sienna Venture Capital, StageOne Ventures.
- Where is Second-Nature headquartered?
- Second-Nature is headquartered in Tel Aviv, IL.