Siena, a New York startup that builds AI customer service agents for consumer brands like Spanx, FIGS, and HexClad, raised a $17M Series A led by York IE, bringing its total funding to $29.7M. Siena started with one agent answering support tickets and has since added a Shopping Agent that answers product questions and completes purchases in the chat, plus a Social Agent that replies to comments and DMs, with a phone agent in the works. The money goes toward a shared layer Siena calls the Agent of Record, which pools each brand’s order history, subscriptions, reviews, and past chats so every agent can use what the others have picked up. Siena competes with Gorgias, Intercom’s Fin, and Sierra, but it charges brands by results and data tools used rather than per seat.
