The AI coach for in-person sales - it records the kitchen-table pitch, then teaches every rep to sell like the best one on the team.
Siro's app icon. The company turns the "dark matter" of offline sales - the billions of face-to-face conversations no software ever recorded - into searchable, coachable data.
Roughly 5.7 million Americans sell for a living, and the majority do it in person - any deal that involves a handshake, a doorstep, a job site, or a showroom floor. For decades those conversations vanished the moment they ended. No transcript, no recording, no way for a manager to hear what actually happened at a stranger's kitchen table. Siro was built to change that.
Using Siro's mobile app, a rep records their in-person pitch from their pocket - no note-taking, no post-call scramble. The moment the conversation ends, Siro has already transcribed it, drafted the follow-ups, updated the CRM, and flagged the exact moments that moved the deal forward or stalled it.
The result is a searchable library of real conversations. A junior rep can hear how the top performer handles a price objection. A coach can review ten reps in the time it used to take to shadow one. And the company finally has visibility into what is actually being said in the field.
Siro's own framing is blunt: most in-person reps receive close to zero on-the-job coaching because it is too time-intensive to deliver. Siro makes it cheap, fast, and constant.
The biggest opportunity here is not in data enrichment or CRM - it is in improving the lives of sales reps on the ground.Jake Cronin, Founder & CEO, Siro
Figures are as reported by Siro and its customers; treat them as company-stated results.
Jake Cronin's idea started with a summer job. Given the choice between working at an amusement park and selling Cutco kitchen knives door-to-door, he chose the knives - and finished in the top 1% of sellers. The experience taught him that in-person sales offers real earning potential and transferable skills, but that reps burn out without support.
He later ran a sales office and hit the same wall: he could not effectively coach junior reps he was never in the room with. After a stint at McKinsey, Cronin built Siro to solve it, initially coding the core product himself.
Former top-1% Cutco door-to-door seller and McKinsey consultant. Founded Siro in 2020 in New York with a mission to make in-person sales "the most accessible path to financial freedom." Wrote the first version of the product himself.
Reps record in-person conversations from their pocket - no note-taking, no post-call scramble.
AI transcribes and analyzes each conversation, surfacing coaching moments and revenue-driving behaviors in a shared dashboard.
Real-time coaching delivered mid-conversation, so a rep can adjust before the deal is won or lost.
The instant a conversation ends, Siro drafts follow-ups, updates the CRM, and flags what moved or stalled the deal.
Vertical-tuned AI (HVAC, home improvement, automotive) that grades rapport-building and objection handling by trade.
Seat- and team-based subscriptions, plus distribution through partners like ServiceTitan Field Pro and FieldRoutes.
The conversation intelligence category is not new. Tools like Gong, Chorus, Salesloft, and CallMiner have spent years recording and scoring remote calls and video meetings. What none of them capture is the offline handshake - the deal that happens face to face, off any digital line.
That gap is Siro's whole thesis. SignalFire partner Wayne Hu described it as "digitizing the dark matter of offline conversations." Siro is the tool built natively for that world, from the mobile-first recording flow to the industry-specific models tuned for trades.
Hundreds of field sales teams across home improvement, home services, automotive dealerships, med spas, medical devices, telecom, multifamily housing, senior living, and financial services. Named customers include Jacuzzi and Berman Auto Group. At Jacuzzi, 80% of reps opted into daily AI coaching.
Cronin launches the company and codes the first version of the product himself.
The mobile recording app is paired with AI transcription and analysis so teams learn from top performers.
Vertical-tuned AI ships for trades like HVAC as the customer base expands across field sales.
Real-time mid-conversation coaching and automated follow-ups roll out to reps.
The round brings total funding to roughly $75M, funding product and hiring across engineering, sales, and customer success.
Investors include SignalFire, 01 Advisors, StepStone, CRV, Fika Ventures, and Index Ventures - with angels spanning the founders of Squire and a former Twitter CEO.
Siro is an AI conversation intelligence platform for in-person sales. Reps record face-to-face customer conversations through its mobile app, and Siro transcribes and analyzes them to surface coaching insights, draft follow-ups, and update the CRM.
Jake Cronin, a former top-1% Cutco door-to-door seller and McKinsey consultant, founded Siro in 2020. It is headquartered in New York City.
Siro raised a $50M Series B led by SignalFire in May 2025, bringing total funding to roughly $75M. Other investors include 01 Advisors, StepStone, CRV, Fika Ventures, and Index Ventures.
Field and in-person sales teams in home improvement, home services, automotive, med spas, medical devices, telecom, multifamily housing and more - including Jacuzzi and Berman Auto Group.
Gong and Chorus analyze remote calls and video meetings. Siro focuses on offline, face-to-face conversations - the "dark matter" of sales that happens at the kitchen table, job site, or showroom - which those tools cannot capture.