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# Romanian-founded Siena Raises Over €15M Series A to Build an "Agent of Record" for Consumer Brands
- URL: https://www.therecursive.com/romanian-founded-siena-raises-over-eur15m-series-a-to-build-an-agent-of-record-for-consumer-brands/
- Published: 2026-10-07T09:18:37.000Z
- Updated: 2026-10-07T09:18:37.000Z
- Description: The company builds AI agents that handle support, shopping and social media conversations for consumer brands such as FIGS, SPANX and HexClad.
- Author: The Recursive
- Tags: CEE, Deals, News, Romania

[Siena AI](https://www.siena.cx/?ref=therecursive.com), the AI customer experience startup co-founded by [Romanian entrepreneurs](https://www.therecursive.com/tag/romania/) Andrei Negrău and Lisa Popovici, has raised **$17 million (€15.19 million) in a Series A round led by York IE**. Joyance Ventures, Aglaé Ventures, Sierra Ventures and Super Angel Fund also took part.

The US-based company builds AI agents that talk to customers on behalf of consumer brands. The agents answer support requests, recommend products, complete purchases inside the conversation and reply to comments and direct messages on social media. According to the company, the platform automates up to 80% of consumer interactions, and brands such as FIGS, SPANX, HexClad and Comfrt already use it.

Siena will put the new capital into more autonomous agents and into expanding Siena Intelligence, the infrastructure that connects customer data with both the AI agents and the human teams working alongside them.

## One system for support, shopping and social

Siena started out with a customer service agent and has since expanded into shopping, social media and voice. The company now positions its platform as an “Agent of Record” for consumer brands, a single system where AI agents and human teams work from the same, continuously updated view of each customer.

Siena AI's first round was a $4.7 million seed in November 2023, with participation from Sierra Ventures, [GapMinder Venture Partners](https://www.therecursive.com/tag/gapminder/), Open Sky Ventures, Pari Passu Ventures, Spacestation Investments, SuperAngel.Fund, The Council and Village Global.

That picture comes from **Siena Intelligence**, which combines data from a brand's systems of record, such as ERP, order management, Shopify, loyalty programs, subscriptions and reviews, with what customers actually say in conversations. A memory layer carries this context across channels, so a shopper who explained a problem in a support chat does not have to repeat it when she later asks for a recommendation on Instagram. Teams can query these insights directly through a tool called Ask Siena, while a separate quality agent grades how the AI agents perform.

> "Support, shopping and social may be different departments inside a company. To the customer, they're one relationship," 

— said **Lisa Popovici**, co-founder and President of Siena.

Co-founder and CEO **Andrei Negrău** explained why the team chose to build its own tools for social and shopping instead of plugging into existing help desk software.

> "Why integrate with a tool designed around manual work, when we could build the agent-first version of it?"

The company points to skincare brand Eskiin as an example. After deploying Siena's Social Agent, Eskiin saw weekly comment engagement grow by 50%, while its social media manager saved around 15 hours per week.

For lead investor **York IE**, the bet is that Siena can become core infrastructure for direct-to-consumer brands.

Tom Holahan of York IE said the fund believes Siena can become **as essential to running a brand as its commerce platform is.**

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