Siena Raises $17M Series A to Build AI Agents for Consumer Brands
York IE led the round in the New York startup, which was founded by Romanians Andrei Negrau and Lisa Popovici.
October 7, 2026 - 9:20 am
Credit: Siena
New York-based startup Siena, that develops AI agents for consumer brands, has raised $17 million in its Series A round, with York IE as the lead investor. The new capital raised brings the company’s total funding to $29.7 million.
Joyance Ventures also participated in the round as a new investor, while existing investors Aglaé Ventures, Sierra Ventures, and the Super Angel Fund also contributed.
Siena was founded by Andrei Negrau, the company’s CEO, and Lisa Popovici, its President, both from Romania. They started with a single AI agent that responds to customer service inquiries for online shops. Since then, it has developed agents to perform various tasks.
The Shopping Agent answers product questions and assists users in making purchases without leaving the chat, while the Social Agent responds to comments and direct messages on social media. A voice agent for phone calls is also in development.
The funds will be used to develop more independent agents and create the shared system that connects them, known as Agent of Record. This system combines a brand’s orders, subscriptions, reviews, and previous customer chats so each agent can learn from the others.
For example, if a customer returns a product due to sizing, the shopping agent can consider that information when suggesting similar products in the future.
“The customer is not particularly interested in your org chart,” stated Negrau.
The company claims hundreds of brands use its software, including SPANX, FIGS, HexClad, and Comfrt, and its agents can handle up to 80% of customer interactions.
York IE, the lead investor, believes Siena has the potential to grow beyond traditional customer support.
“We believe Siena can become as essential to running a brand as its commerce platform,” said Tom Holahan, a general partner at York IE.
Siena enters a competitive market with rivals like Gorgias, Intercom’s Fin, and Sierra, all offering AI customer service agents, and investors supporting companies that assess support work quality.
Unlike competitors, Siena doesn’t charge per user seat; brands are charged based on results achieved and data tools used. The company has started hiring.
Story by
Ana-Maria Stanciuc
Editor-in-Chief
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