Second Nature

Second Nature

Subscription-based resident benefits for property managers

Overview

Second Nature provides a resident benefits package for property managers through a per-resident, monthly subscription. The package includes services such as filter delivery, rent rewards, and credit reporting, all designed to help property managers attract and retain tenants. How it works: property managers pay a fixed monthly fee for each resident, and the benefits are delivered to residents as part of the package, enabling managers to streamline operations and potentially improve their bottom line. How it differs from competitors: it offers an integrated, recurring-revenue bundle of tenant-focused services tailored specifically to property managers, combining amenities (like filter delivery) with financial perks (rent rewards and credit reporting) in a single subscription. The goal: provide a predictable, scalable revenue model for property managers while improving tenant retention and property performance.

About Second Nature

Simplify's Rating
Why Second Nature is rated
C+
Rated C on Competitive Edge
Rated B on Growth Potential
Rated C on Differentiation

Industries

Enterprise Software

Real Estate

Company Size

201-500

Company Stage

Series C

Total Funding

$35.9M

Headquarters

Raleigh, North Carolina

Founded

2012

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Simplify's Take

What believers are saying

  • Second Nature updated its RBP pages in July 2026, showing active product investment.
  • Its resident benefits package targets single-family portfolios, a large recurring-fee market.
  • The October 2025 $22 million Series B funds expansion and product refinement.

What critics are saying

  • Beagle advertises Renters Kit at $4 per unit, crushing pricing power.
  • Resident benefit fees face disclosure and tenant-backlash pressure as lease add-ons.
  • The AI roleplay and resident-benefits narratives signal strategic drift that can confuse buyers.

What makes Second Nature unique

  • Second Nature bundles eight resident perks into one fully managed package.
  • Maestro personalizes onboarding and benefits by property type, location, and resident profile.
  • Automatic enrollment and 24/7 support reduce property-manager workload versus fragmented point solutions.

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Funding

Total Funding

$35.9M

Below

Industry Average

Funded Over

6 Rounds

Series C funding is usually for startups that are doing well and are looking for more money to fuel major growth, such as acquiring other companies, expanding into global markets, or launching new product lines. Investors typically include larger venture capital firms and private equity.
Series C Funding Comparison
Below Average

Industry standards

$50M
$40M
Figma
$50M
Medium
$62M
SeatGeek
$100M
Oura

Benefits

Health Insurance

Dental Insurance

Vision Insurance

Life Insurance

401(k) Retirement Plan

Unlimited Paid Time Off

Remote Work Options

Professional Development Budget

Growth & Insights and Company News

Headcount

6 month growth

0%

1 year growth

0%

2 year growth

3%
Financial 247
Oct 30th, 2025
Second Nature Secures $22M Series B

Second Nature, an AI roleplay platform, has raised $22 million in a Series B funding round led by Sienna VC, with participation from Bright Pixel, StageOne Ventures, Cardumen, Signals VC, and Zoom. The funding will be used to expand operations and enhance its AI sales training technology. Second Nature's platform, used by major brands like Oracle and Zoom, improves sales performance and reduces onboarding time. The company aims to integrate AI training into team workflows.

ExploreBit
Jan 12th, 2022
Venture Capital Bank invested into Secondnature in $12.5M on Jan 12th 22'.

Second Nature, the automated AI-powered sales coaching solution, today announced the company's launch alongside a $12.5M Series A round of investment by signals Venture Capital, StageOne Ventures, Cardumen Capital, and Zoom Video Communications, Inc. via the Zoom Apps Fund.

PR Newswire
Jan 12th, 2022
Secondnature recognized as 2021 Gartner® Cool Vendor in Conversation Intelligence on Dec 12th 21'.

Second Nature was recently named a 2021 Gartner® Cool Vendor in Conversation Intelligence.

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