Alon Shalita
Ariel Hitron
Company Overview
– What inspired you to start this company?
Ariel and Alon (CEO and CTO both founders) ,met each other at their children’s kindergarten. In the midst of small talk they discovered they both share a deep passion for AI and innovation (among other things like pizza and karaoke). They both had experienced how hard it was to keep sales and customer facing teams performing at their best with long onboarding times, new products and on going changes in messaging, pricing and processes.
So seeing how technology was moving ahead so quickly, they became one of the few pioneering companies to use GPT 3 technology. From there the idea started becoming a reality. Making it Second Nature for any rep to excel in selling any product or service.
Product and Innovation
– What is your main product or service? Role play AI for
Software for Professional Training
– How does your product differentiate itself from existing solutions in the market?
Easier to scale, enterprise ready, all the backend is self built, giving the solution a lot of flexibility, pricing is competitive, have the biggest customer base and experience.
– Can you share any unique features or innovations your product offers?
AI assistant
The new AI Assistant makes roleplay creation faster and smarter than ever. Simply describe your scenario in freeform text or upload any content—like a sales deck or job description—and the AI builds a full roleplay in minutes. It handles personas, context, objections, and more—so you don’t have to. Jump into a live preview, refine on the spot, and share instantly. Whether you prefer full automation or starting from templates, the AI Assistant flexes to your workflow.
AI screen action analysis
The new AI screen action analysis turns your agents best calls into instant training. Just upload a recording of the “perfect” call, and our AI will break it down into key actions agents should follow. In minutes, you’ll get a checklist of those actions, ready to use for scoring and feedback. Trainees are graded on what they complete—not how fast—making training more focused and fair. It’s the easiest way to scale expert-level coaching across your teams.
Second Nature_Product
Market and Problem-Solving
– What specific problem are you addressing in the insurance industry?
Onboarding on scale
Quick ramp up of new agents and reps
Training costs and efficiency
Quick content creation , build training courses in minutes
– Who are your target customers, and how do you reach them?
Teams over 20 who are usually customer facing and need training and onboarding.
Business Challenges and Solutions
– What are the main challenges you have faced so far within the insurance industry?
Our customers face great churn of agents from slow time to market and low proficiency. Also they have a lot of process, and certifications and new messages and offerings very often – so need to train in scale , build fast and train efficiently.
– How have you overcome these challenges?
We have helped numerous Insurance companies scale, onboard and lower churn. By supplying a very easy way to create content, creating training sessions in minutes and libraries in days.
Current Status and Future Plans
– What is the current status of your?
We just completed round B and we have over 100 customers
– What are your key milestones for the next 12 months?
Growth and innovation
– Do you have any upcoming product launches or major updates planned?
Yes we launch new innovative and exciting features every Q
Team and Culture
– Can you introduce your founding team and their backgrounds?
Ariel Hitron – Ariel is a tech entrepreneur drawing from his experience in both the field and the lab. He ran global sales teams with dozens of reps; built playbooks and training sessions for sales as a product marketer; and earlier in his career, defined and developed software products and brought them to market, generating sustainable growth. He created multiple product lines from the ground up, each generating tens of millions of recurring revenue, used by millions of consumers.
Alon Shalita – Founder, CTO –
Alon brings over a decade of deep technical leadership and innovation in large-scale software systems, machine learning, and optimization. At Facebook, he founded and led the Algorithmic Optimization Team, tackling complex infrastructure challenges with advanced mathematical optimization, and previously worked on large-scale, real-time machine learning for affinity prediction and community detection in social networks. Earlier at VMware, he focused on network intelligence and machine learning applications, driving advancements in passive network topology detection. This blend of hands-on engineering expertise, building and leading high-performing teams, and solving problems at global scale makes Alon uniquely qualified as a CTO. His career demonstrates not only mastery of cutting-edge AI and optimization, but also the vision and leadership required to guide technology strategy and innovation in a fast-evolving industry.
– How does your team’s expertise contribute to your success?
Our CRO – Russ Zack
Russ brings a wealth of experience at the intersection of strategy, product, and go-to-market execution. He has served on the Supervisory Board of movingimage for seven years, guiding the company’s growth and long-term vision, while also dedicating time as a volunteer advisor to charity: water, where he shaped initiatives around donor acquisition and engagement. At Teem Ventures, Russ led strategy and product development across a portfolio of startups, helping early-stage companies scale effectively. Earlier, as President and Chief Business Officer at Code Ocean, he drove sales, partnerships, and go-to-market strategy across academia and biopharma, while managing marketing and solution engineering functions. This combination of board-level governance, hands-on product leadership, and proven commercial expertise positions Russ as a leader who can align business and technology to accelerate growth and impact.
Our Marketing VP – Mali Cohen Denzinger –
Mali is a seasoned marketing leader with extensive experience driving global demand generation, brand strategy, and go-to-market execution across fast-growing technology companies. As VP of Marketing at MazeBolt Technologies, she built demand generation engines, launched global integrated campaigns, and developed new messaging strategies that reshaped market perception, while also building and leading SDR and content teams from the ground up. At Clarizen, she spearheaded new product marketing initiatives, crafted positioning and value propositions, and successfully grew brand engagement by more than 40% in under six months. Prior to that, as VP of Marketing at Personali (acquired by Namogoo), she drove pipeline growth through creative global lead generation programs, PR, and competitive positioning in the AI SaaS space. Earlier at Optitex, she managed global field marketing across multiple regions, exceeding pipeline KPIs while building scalable marcom processes. With a proven record of translating marketing vision into measurable business growth, Mali combines strategic leadership with hands-on expertise in demand generation, brand building, and digital execution, making her a powerful driver of business expansion and market impact.
Funding and Investment
– Have you secured any funding to date? If so, from whom?
– Are you currently seeking additional investment? If yes, how much and for what purpose?
NO
