How It Began

SecondNature AI, an innovative software company providing an AI-powered "virtual pitch partner" to help customer-facing teams ace sales calls, was founded on the principle of transforming professional interactions. With their closing of their Series A funding round in early-2022, they needed to transform their company and quickly build-out their US and European teams to service their growing customer base. 

“Having feet on the ground where our customers are is a competitive advantage for us.” Russ Zack, Head of Revenue, stated. As the leader of revenue, he was responsible for establishing the sales and operations backbone for the business. 

His past experience with other PEOs (Professional Employer Organizations) had left him with a strong appreciation for responsive HR support. He recalled a difficult experience with a prior PEO, which he described as an "utter nightmare." That prior arrangement placed a significant administrative burden on him, with unexpected demands like state filings and drafting employee handbooks - all of which took his attention away from revenue-generating activities. He knew what was possible. Having successfully leveraged Justworks at other companies, it was his trusted choice, knowing he needed to quickly onboard team members in the US and abroad.

Streamlined US Operations from Day One

For a rapidly growing startup like SecondNature AI, establishing efficient HR operations was critical. Russ needed to quickly onboard a team, manage benefits, and ensure compliance without diverting focus from revenue generation. Justworks provided the seamless solution he sought. As a trusted PEO, its platform's intuitive interface and responsive, accountable support team allowed SecondNature AI to effortlessly manage crucial HR functions across all teams.

I had used Justworks in multiple other organizations, so it was the default go-to for me. And I’ve always said that the Justworks people are also always trying to fix your problem in the best way possible. I always felt whoever I got on the phone would always be ready to take action.

- Russ Zack, Head of Revenue

This level of dedication and ease-of-use allowed SecondNature to focus squarely on its core business, scaling its innovative AI-powered role-play software, rather than getting bogged down in administrative complexities.

Global Expansion Simplified with Employer of Record

With 40 employees and growing, SecondNature AI is undertaking significant expansion. Their growth strategy involves hiring globally and potentially transferring existing employees to other regions to better serve its customers. Russ was initially very cautious, given his past "nightmare" experience trying to employ team members in Europe without comprehensive Employer of Record support.

Justworks’ Employer of Record (EOR) solution proved to be a game-changer, removing significant barriers to global growth. The EOR functionality simplifies compliance and administration, allowing SecondNature AI to hire talent in new markets without the burden of establishing local entities or navigating unfamiliar international tax and employment laws. This strategic partnership enables them to tap into a global talent pool and serve their increasingly international customer base more effectively, ensuring local language support and cultural understanding.

“I was very hesitant to do any hiring outside of US hiring. I had prior experience putting entities together in Europe at a previous company, and it was such a pain. Yes, I got them set up but it wasn’t easy. So now I’m with SecondNature, and thinking, I don't even know who to go to to get this started. We are a startup…I don’t have time to understand all the country-specific laws for all the countries we need to be in.” 

The ability to have one centralized portal for all employee information, benefits, and payments across countries provides invaluable oversight and efficiency, simplifying what could otherwise be an administrative mess.

Unwavering Support Through Every Phase

From initial onboarding to navigating challenging business cycles, Justworks has been a reliable partner for SecondNature AI. Russ highlighted the invaluable peace of mind that comes from knowing HR complexities are expertly managed, allowing him to concentrate on revenue generation and strategic growth. Even during a challenging period in late 2023 when the company had to conduct layoffs, the process was handled smoothly, with no issues regarding health coverage or employee support. 

Justworks was there for us during a very difficult time. During the end of 2023, we unfortunately had to conduct layoffs. There was never an issue with the employees that were affected - Justworks took care of everything.

The “lack of headaches” and the ability to onboard and offboard employees quickly and compassionately are paramount for SecondNature AI. Russ emphasized that the absence of HR-related issues allows him to focus on his core responsibilities as head of revenue. Expert EOR account management further solidified his confidence in Justworks as a true champion for the business.

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