How Israel’s Start-Ups Are Reinventing Workplaces and Workflows

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Digital transformation has never been as relevant as today. Here’s what Israel’s hi-tech insiders are saying.

In 2021, Israeli start-ups raised $25.4 billion in venture capital. While that’s already an impressive number (marking a 136% increase compared to 2020), the business magazine Inc. has reported an even more interesting statistic: Israel drew 28 times more venture capital per capita than the United States.

Most recently, the Israeli fintech company FundGuard announced its completion of an impressive $40 million Series B funding round.

At the core of the massive growth our industry is experiencing, there is digital transformation — which is technically defined as the integration of digital technology into all areas of a business. Within the context of digital transformation, the idea of the workplace itself is going through some major changes, mostly of which have been catalyzed by the pandemic.

One of the biggest players in the field of digital transformation is WalkMe, the Israeli unicorn that went public last year. Their “Digital Adoption” platform helps companies measure and boost the impact of their digital transformation.

As companies continue to evolve and transform workflows and processes, the workplace itself has been changing drastically. The Israeli tech ecosystem has been a pioneer in these changes. Having worked with many successful start-ups myself, I spoke with several industry insiders to hear their thoughts on this exciting period of time we’re living in.

What the Insiders Are Saying

“In recent years, a big wave of innovation is spreading out in the industrial space. It’s called Industry 4.0 — the fourth industrial revolution,” said Rami Gazit, Managing Director of The Galilee Accelerator, an accelerator program for early-stage startups. “What it means in practice is harnessing the latest high-tech technologies for the benefit of manufacturing companies.”

Shelly Hod Moyal, who is the founding partner and co-CEO of the venture capital firm iAngels, said: “The fourth industrial revolution is in the early stages of consolidating human ingenuity with advanced technologies that will bring about massive improvements in efficiency of operations, output of goods, and safety of workers.”

She continued: “As a shift in industrial capitalism, the entirety of value chains in numerous industries will be upended and put back together with quantities of technology to improve upon old-fashioned processes.”

New Workplaces, New Workflows

Of course, the entire way workplaces function has changed since the onset of the COVID-19 pandemic.

“As more and more employees now work remotely, companies have had to change their mindset and have their workflows transition to digital channels,” explained Efrat Vulfsons, who is the COO of Soprano Media. “Some organizations were caught off guard, as they were not prepared for this change, and they lost market share towards more agile, sometimes smaller competitors. That’s where Israeli innovation comes into play.”

Why is digital transformation so urgent?

“It’s an overwhelmingly strategic imperative for most organizations today,” explained Udi Ziv, CEO at Earnix. “In addition to the benefits of delivering better customer experiences, efficient business processes, and market share gains, it leads to vastly improved financial performance.”

The same applies to sales processes. “Sales and support teams have been stuck in the Middle Ages for years now, relying on intuition, opinions, and ‘gut feelings’ to close deals,” said Amit Bendov, CEO at “In a post-pandemic world, where remote work is the new normal, we are empowering companies to digitally transform their customer-facing teams with artificial intelligence and data reality.”

Another emerging start-up whose solution was designed also to help companies manage their workflow and digital transformation is Guidde. “We founded Guidde to bridge and distribute the tribal knowledge as part of the daily workflow of each employee in a modern organization,” said Yoav Einav, co-founder and CPO. “We made it easy to capture and share knowledge across teams and time zones with videos, probably the closest format to human interaction.”

Finally, in a digital workplace, all internal documents should always be shared in the cloud. A digital transformation strategy certainly must include a cybersecurity plan.

“To speed up delivery and innovation, organizations are quickly moving to the cloud and cloud-native application development,” said Dror Davidoff, CEO and co-founder of Aquasec, a cybersecurity company for the cloud. “But with new technologies come new risks and opportunities. Stopping attacks on cloud-native applications requires a partner who has been building and innovating cloud-native security since the start.”

The companies that are capable of fully embracing this moment of change are the most likely to emerge as the leaders of their respective fields. It will be interesting to monitor the changes in our fast-paced ecosystem over the next few months.

Simone Somekh has contributed to this article.

About the Author
Alon Ghelber is an Israeli Chief Marketing Officer. He also works as a marketing consultant for several Israeli VCs and is a member of the Forbes Business Council. He is also the founder and manager of the LinkedIn groups “Start Up Jobs in Israel” and “High Tech Café.”
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