Second Nature's core bet is that sales reps improve the same way athletes do: with lots of repetitions in a safe, realistic environment. The platform's pitch partner, Jenny, is a conversational AI avatar that actually talks back, asks tough questions, and pushes back on pricing like a real buyer. Reps get scored on soft skills, pitch accuracy, and objection handling automatically, without a human coach burning hours on roleplay sessions.
For HVAC and home-services applications, the value shows up in onboarding new comfort advisors, preparing seasonal CSRs before peak, and drilling specific high-stakes conversations like replace-vs-repair, financing, or maintenance plan pitches. The AI Assistant lets a training manager build a full HVAC-specific roleplay in minutes from freeform text or an uploaded sales deck, including personas, context, and objections, so training content stays current as prices, products, and promotions change.
Second Nature was founded in Israel in 2018, is headquartered in Tel Aviv with an office in New York, and integrates with the enterprise LMS and CRM ecosystem including Cornerstone, Docebo, SuccessFactors, Adobe Learning Manager, Salesforce, and HubSpot. Its pricing is quote-based but industry reports suggest roughly $30-40 per user per month for mid-market teams, which makes it accessible for HVAC shops running a real sales training function.