Siena Raises $17M Series A to Build AI Agents for Consumer Brands

Siena Secures $17M Series A to Expand AI Agent Platform

Siena, a New York-based startup developing AI agents for consumer brands, has raised $17M in Series A funding led by York IE, bringing its total funding to $29.7 million1

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. Joyance Ventures joined as a new investor, while existing backers Aglaé Ventures, Sierra Ventures, and the Super Angel Fund also participated1

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. Founded in 2023 by Romanians Andrei Negrau and Lisa Popovici, Siena has evolved from a single customer service AI agent into a comprehensive Agent of Record platform that hundreds of consumer brands now rely on1

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Building Autonomous Agents Across Customer Touchpoints

Siena's platform now includes multiple specialized autonomous agents that handle different aspects of customer interaction. The Shopping Agent answers product questions and enables purchases directly within chat conversations, while the Social Agent manages comments and direct messages across social media platforms, including moderation, community engagement, and customer support under paid campaigns1

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. The company is also developing voice agents for phone calls, drawing on the same customer context as its other AI agents2

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. Across its customer deployments, Siena automates up to 80% of customer interactions, freeing human teams to focus on complex issues2

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The Agent of Record Platform Unifies Customer Intelligence

What sets Siena apart is its Agent of Record approach, which creates a shared intelligence layer connecting all customer-facing agents, internal agents, and human teams. This system, called Siena Intelligence, brings together and enriches conversations, orders, subscriptions, reviews, loyalty data, and brand knowledge into a unified customer understanding2

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. When a customer returns a product because it didn't fit, that information becomes available to the Shopping Agent for future recommendations1

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. As Negrau explained, most customer software divides support, social, and marketing into separate tools, but "the customer is not particularly interested in your org chart"1

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. Popovici added that while these may be different departments inside a company, "to the customer, they're one relationship"2

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Measurable Results for Leading Consumer Brands

Hundreds of consumer brands including SPANX, FIGS, HexClad, and Comfrt currently work with Siena, achieving significant operational improvements1

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. Eskiin's Social Agent lifted weekly comment engagement by 50% and freed up 15 hours per week for its social lead2

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. Coterie transformed a customer-analysis project that previously took weeks into a ten-minute query using Ask Siena2

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. At SPANX, Siena Intelligence traced a spike in shipping complaints to a single carrier issue affecting nearly every delivery in one region, enabling the team to pinpoint the fix quickly2

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. Unlike traditional per-user-seat pricing, Siena charges brands based on results achieved and data tools used, aligning costs with performance-based pricing outcomes1

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Strategic Investment Signals Platform Ambitions

Tom Holahan, General Partner at York IE, emphasized the platform's strategic importance: "We believe Siena can become as essential to running a brand as its commerce platform"1

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. The Series A funding will be used to develop more autonomous agents and expand the shared infrastructure that consumer brands use to serve customers and grow revenue1

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. Siena enters a competitive market where rivals like Gorgias, Intercom's Fin, and Sierra offer AI-driven customer experience solutions1

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. However, Siena's unified approach to automate customer interactions across the entire customer journey positions it differently. Negrau outlined the company's vision: "When an agent learns why someone buys or leaves, that understanding should travel with the customer and reach the people running the brand. Our ambition is for agents to manage the entire customer journey with that context"2

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. The company has begun hiring to support this expansion1

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