We raised $17M to build the Agent of Record for consumer brands. For decades now
By Negrau · October 7, 2026 · Curated by George's Blog
We raised $17M to build the Agent of Record for consumer brands.
For decades now, software has quietly turned customers into entries in a database.
An email address or a phone number, repeated across dozens of systems. None of them knows who that person is, what they care about or any of the things that make them human.
We're building the Agent of Record for the customer, starting with support. One system of agents that learns from every interaction and makes the next one more human.
When Lisa and I started Siena, we were obsessed with empathy. We wanted an agent that understood the customer and could actually help them.
We thought it was going to be pretty straightforward to execute.
Hundreds of brands and hundreds of millions of conversations later, we've learned how much it takes to make that work in production. Every brand is different. Different tools, organizational designs, internal goals, policies, products and ways of taking care of people.
An agent has to understand those and be trusted to act on them.
Once it does, brands want to give it more responsibility. They want that understanding to carry into shopping, social and the rest of the customer journey, and reach the teams running the business.
So we're scaling the shared context and infrastructure that lets agents take on more of the work, with more autonomy, across every touchpoint. Real one-to-one relationships with customers were never possible at the scale brands operate. They are now.
Thank you to our customers for trusting us, to our team for believing in our mission, and to Tom Holahan, Brendan Rempel, Tim Guleri, Kosho Sato, Ben Zises, and Cullen McAlpine for partnering with us for the next stage of Siena AI.
We've got more big stuff to announce soon.
Now back to work.