Siena AI closed a $17 million (€15.19 million) Series A funding round led by York IE, with participation from Joyance Ventures, Aglaé Ventures, Sierra Ventures and Super Angel Fund. The startup, founded by Romanian entrepreneurs Andrei Negrău and Lisa Popovici, operates from the United States and develops AI agents that interact with customers on behalf of consumer brands.
The platform's agents handle support inquiries, suggest products, process transactions within conversations and engage with comments and direct messages across social platforms. Siena claims its technology automates as much as 80% of consumer interactions, with adoption among brands including FIGS, SPANX, HexClad and Comfrt.
The company intends to deploy the new capital toward developing more sophisticated agents and strengthening Siena Intelligence, its infrastructure layer that merges customer data with both AI agents and human support teams.
Siena began with a customer service agent and has since broadened its capabilities into commerce, social media and voice channels. The platform is now marketed as an "Agent of Record" for consumer brands—a unified system where AI and human teams operate from a shared, real-time view of each customer.
The company's initial seed round in November 2023 brought in $4.7 million from Sierra Ventures, GapMinder Venture Partners, Open Sky Ventures, Pari Passu Ventures, Spacestation Investments, SuperAngel.Fund, The Council and Village Global.
Unified customer data across channels
Siena Intelligence aggregates information from a brand's core systems—including ERP, order management, Shopify, loyalty programs and reviews—alongside actual customer dialogue. A memory system preserves this context across touchpoints, allowing a customer who reported an issue in a support chat to avoid repeating themselves when requesting a recommendation on Instagram. The platform includes Ask Siena, a tool that lets teams directly access these insights, plus a quality agent that evaluates AI performance.
Support, shopping and social may be different departments inside a company. To the customer, they're one relationship,
Lisa Popovici, co-founder and President of Siena
Andrei Negrău, co-founder and CEO, outlined the reasoning behind developing proprietary tools for social and shopping rather than integrating with conventional help desk platforms.
Why integrate with a tool designed around manual work, when we could build the agent-first version of it?
Andrei Negrău, co-founder and CEO
Skincare brand Eskiin demonstrates the platform's impact: after implementing Siena's Social Agent, the brand achieved a 50% increase in weekly comment engagement while its social media manager reclaimed approximately 15 hours per week.
York IE, the lead investor, sees Siena as potential foundational infrastructure for direct-to-consumer operations. Tom Holahan of York IE stated the fund views Siena as capable of becoming as indispensable to running a brand as its commerce platform.
