Second Nature
Second Nature sells AI-powered role play training software for workplace conversations, used by companies like SAP and Adobe. The New York-based company has raised $38M and employs 95 people.
The growth story
Second Nature grew from 28 to 95 employees between 2021 and 2026, raising $38M along the way, most recently a Series B in October 2025.
About
Second Nature provides AI avatar-based training software that lets employees practice workplace conversations and receive feedback on tone and technique. Its customers use it for onboarding, professional development, and sales training.
The company has raised $38M in funding, most recently in a Series B round in October 2025. With 95 employees, it serves major clients including SAP, Adobe, and United Rentals.
Founders and leadership
Engineering is the largest function with 25 staff. The company has a median tenure of just 1 year, suggesting rapid team turnover or expansion.
The Second Nature org chart
Ariel Hitron (Co-Founder and CEO) leads 28 mapped leaders with 6 direct reports. Click +N to expand a team; names link to the person’s public profile.
Departments, and which ones grew
Headcount by function: Engineering 23 (+44% YoY), Sales 12 (+33% YoY), Business Development 10 (+11% YoY), Customer Success and Support 7 (+75% YoY), Marketing 7 (+40% YoY), Information Technology 6 (0% YoY).
Talent flow
The company recruits heavily from Israeli tech firms and military backgrounds, with 7 hires from the Israel Defense Forces and 4 from Kaltura. Alumni have gone on to found 4 startups, including C8 Health and Overbooked.
Most common previous employers of Second Nature staff: Israel Defense Forces (7), Kaltura (4), Twiggle (3), monday.com (3), movingimage (2), PeerSpot (2). Former Second Nature employees most often moved to Guidde (2), Whistle (2), Foretellix (1), Apollo.io (1), Cutonce.ai (1), MESH (1).
Alumni worth knowing
The Second Nature mafia
Second Nature alumni have founded 4 startups, including C8 Health with 47 employees and Overbooked with 7 staff. Other ventures include Cutonce.ai and Moon Advisory.
4Hiring now
Web traffic
Traffic mix: 54% direct, 34% search, 2% social, 1% paid.
What this company is made of
Most common skills at Second Nature: Leadership (41), Management (31), Project Management (29), Microsoft Office (29), Python (Programming Language) (26), Customer Service (23), Communication (23), Microsoft Excel (22).
Where the team actually sits
Second Nature people are concentrated in Tel Aviv District, Israel (22), Israel (16), New York, United States (6), New York City Metropolitan Area (4).
Search footprint
Second Nature attracts about 2,380 organic search visits a month, traffic worth roughly $8K a month if bought through ads. It gained 198 ranking keywords and lost 314 in the last period.
What employees say
- Compensation
- 3.70 / 5
- Career opportunities
- 3.90 / 5
- Senior management
- 5.00 / 5
- Work-life balance
- 4.30 / 5
Frequently asked
Second Nature has 95 employees as of September 2026.
Second Nature has raised $38M in total, most recently a Series B round in October 2025.
Second Nature was founded in 2018 by Ariel Hitron, Alon Shalita.
Ariel Hitron (Co-Founder and CEO) sits at the top of Second Nature's reporting structure, with 6 direct reports.
The most common previous employers of current Second Nature staff are Israel Defense Forces (7 people), Kaltura (4 people), Twiggle (3 people).
Former Second Nature employees most often move to Guidde (2), Whistle (2), Foretellix (1).
At least 4 companies have a founder who previously worked at Second Nature, including C8 Health, Overbooked, Cutonce.ai.
Second Nature attracts about 2,380 organic search visits a month, worth roughly $8K a month in equivalent ad spend.
The most common skills among Second Nature staff are Leadership, Management, Project Management, Microsoft Office, Python (Programming Language).
Second Nature staff are concentrated in Tel Aviv District, Israel (22), Israel (16), New York, United States (6).
Second Nature has about 23 people in Engineering, up 44% over the past year, as of September 2026.
Second Nature has about 12 people in Sales, up 33% over the past year, as of September 2026.
Computed from 71 current and 52 former Second Nature profiles, as of September 2026. Source: Crustdata.
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