Siena raises $17M Series A led by York IE for AI agents that serve consumer brands

Joyance Ventures joined as a new investor, and Aglaé Ventures, Sierra Ventures and Super Angel Fund invested again. The New York company was founded by CEO Andrei Negrau and president Lisa Popovici, both from Romania. It says hundreds of brands use its software and that its agents can handle up to 80% of customer interactions. It did not disclose a valuation or revenue. Siena started with a customer service agent for online stores. It has since added a Shopping Agent that completes purchases inside the chat and a Social Agent for comments and direct messages, and a voice agent is in development. The new money will fund more autonomous agents and a shared layer it calls the Agent of Record, which pools a brand's orders, subscriptions, reviews and past chats. Siena competes with Gorgias, Intercom's Fin and Sierra, and it charges for results and data tools rather than per seat. For builders, outcome-based pricing and shared memory across agents are becoming the main ways vertical agent startups stand out in crowded support markets.