Simile raises $200M+ at $2B to simulate human behavior for product research

The round closed July 30 and is Simile's Series B. Index Ventures, Hanabi, A*, Bain Capital Ventures, Factory, CVS Health Ventures and new backer Definition joined. It comes five months after a $100M Series A led by Index, bringing total funding to about $300M. Simile says revenue is up 5x since its February launch but has not released revenue, customer counts or contract values. It also has not disclosed the pre-money valuation or whether the round includes secondary sales. The company says Fortune 100 clients, including CVS Health, Deloitte, Gallup and Wealthfront, have run tens of millions of simulations. Its agents are built from real interviews, transaction records and behavioral science research. Simile reports 85% accuracy on the General Social Survey and a confidence model that scores the reliability of each simulation. The team is about 50 people, and the funds will go toward a foundation model for human behavior and hiring. CEO Joon Sung Park's Stanford "Smallville" research is the technical root. Aaru and Evidenza are other synthetic-user vendors. For founders, the signal is that investors will pay for models trained on behavioral data rather than web text. The caveats matter too. CVS is both a customer and an investor, and the traction figures are self-reported. Anyone selling synthetic research will likely be asked for validation metrics, not only demos.