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Siena, a New York-based AI customer experience company, has closed a $17 million Series A round to expand its Agent of Record platform for consumer brands. The round was led by York IE, with participation from Joyance Ventures and existing backers Aglaé Ventures and Sierra Ventures, lifting the startup's total funding to $29.7 million.
Founded in 2023 by Andrei Negrau and Lisa Popovici, Siena began with a single product: an empathic AI agent for customer service. Over time, the company has broadened its scope to include a Shopping Agent that can answer questions, recommend products, and complete purchases inside a conversation, along with a Social Agent that manages moderation, community engagement, and support across comments and direct messages, including questions generated by paid advertising campaigns. Voice agents built on the same customer context round out the lineup, supported by a shared inbox for human and AI teams, A/B testing, a Quality Suite that grades agent performance, and Autopilot tools that help brands build agents faster.
The thread tying these products together is what Siena calls the Agent of Record: a shared layer of customer understanding that every agent and human teammate can draw from. Powered by Siena Intelligence, it blends data from the systems a brand already uses — such as order management, Shopify, loyalty programs, subscriptions, and reviews — with what customers actually say in their conversations. The idea is that a customer who returns an item because of sizing, for example, shouldn't have to repeat that story to a separate support, social, or shopping tool later on.
Siena says it will put the new capital toward building additional autonomous agents and expanding the infrastructure brands rely on to serve customers and drive revenue. Hundreds of consumer brands already use the platform, including FIGS, SPANX, Comfrt, and HexClad, and the company claims it can automate up to 80% of customer interactions. One brand, Eskiin, reported saw weekly comment engagement increased by 50% after deploying the Social Agent, while its social media manager saved around 15 hours per week.
Lisa Popovici, Siena's cofounder and president, argued that support, shopping, and social may be separate departments internally, but customers experience them as one continuous relationship. Tom Holahan, general partner at York IE, added that the firm believes Siena can eventually become as essential to running a brand as its commerce platform.
Siena operates in a competitive field alongside players like Gorgias, Intercom's Fin, and Sierra, and its pricing leans toward outcome-based models rather than traditional per-seat licensing.
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Founded in 2023 by Andrei Negrau and Lisa Popovici, Siena began with a single product: an empathic AI agent for customer service. Over time, the company has broadened its scope to include a Shopping Agent that can answer questions, recommend products, and complete purchases inside a conversation, along with a Social Agent that manages moderation, community engagement, and support across comments and direct messages, including questions generated by paid advertising campaigns. Voice agents built on the same customer context round out the lineup, supported by a shared inbox for human and AI teams, A/B testing, a Quality Suite that grades agent performance, and Autopilot tools that help brands build agents faster.
The thread tying these products together is what Siena calls the Agent of Record: a shared layer of customer understanding that every agent and human teammate can draw from. Powered by Siena Intelligence, it blends data from the systems a brand already uses — such as order management, Shopify, loyalty programs, subscriptions, and reviews — with what customers actually say in their conversations. The idea is that a customer who returns an item because of sizing, for example, shouldn't have to repeat that story to a separate support, social, or shopping tool later on.
Siena says it will put the new capital toward building additional autonomous agents and expanding the infrastructure brands rely on to serve customers and drive revenue. Hundreds of consumer brands already use the platform, including FIGS, SPANX, Comfrt, and HexClad, and the company claims it can automate up to 80% of customer interactions. One brand, Eskiin, reported saw weekly comment engagement increased by 50% after deploying the Social Agent, while its social media manager saved around 15 hours per week.
Lisa Popovici, Siena's cofounder and president, argued that support, shopping, and social may be separate departments internally, but customers experience them as one continuous relationship. Tom Holahan, general partner at York IE, added that the firm believes Siena can eventually become as essential to running a brand as its commerce platform.
Siena operates in a competitive field alongside players like Gorgias, Intercom's Fin, and Sierra, and its pricing leans toward outcome-based models rather than traditional per-seat licensing.
Discover RevTech News for the latest updates on financial innovation and revenue-driven technology.
Read related news - https://revtech-news.com/hg-insights-launches-contextual-intelligence-platform/