A&Y started with a problem we both kept running into.
Aryeh spent twenty years selling and implementing technology, and on call after call an owner would describe a real problem the product did not solve. Yoni spent the same years founding and funding technology companies, many of them building for small and medium-sized businesses, and saw the same thing from the other side: products built for thousands of businesses, and so for none of them in particular. Good businesses, real problems, wrong product.
Even when the right tool exists, buying it rarely solves the problem. Nobody has the time to set it up, learn it, or keep it running, so it sits there. Building the technology is half the job. Running it inside the business is the other half.
The reason nobody fixes it is structural. No software company can build for one business the way it actually runs, because that does not scale. So we built a firm that does not try to. We go into one business at a time, build what it needs, run it with you until it works, and help you improve the business with what it frees up.
Who we are
Aryeh Altshul
Co-founder
Aryeh has spent twenty years in fintech, marketing, logistics and consumer product goods, at enterprises and startups including Payoneer, Bringg, TUNE, and The Cronos Group. Across those roles he has bought technology, sold it, implemented it, and customized it, much of that on site inside the business, working through the real workflows with the people who run them.
The lesson from all of it is that the technology is rarely the hard part. Understanding how a business actually runs, and earning the trust of the people inside it, is.
Outside work: ultra trail running, carpentry, and anything that gets him outside in nature.
Yoni Mindel
Co-founder
Yoni has spent twenty years in tech as a founder and investor, including eight years as a partner at Benson Oak Ventures and co-founding an AI company in 2015, much of it with companies building for small and medium-sized businesses. His work has been on the business and customer side throughout: understanding how things work, asking questions, and building relationships.
AI now lets him build what used to need a technical team. After years spent on how companies scale, what he wants to build is small and useful, and judged by how well it serves the people using it.
Outside work: Eastern philosophy, biomechanics, and internal martial arts.
Together
We met at university, where Yoni drove Aryeh to campus most mornings and the two of us talked the whole way, about philosophy, technology, and whatever was due that week. We still talk the same way, now about the businesses we work with.
Between us we have four decades of buying, selling, building, funding and implementing technology. What it adds up to is judgment: what to build, what to leave alone, and how to roll it out without breaking what already works.
Start here
Show us your worst week.
Let's talk about where the time goes, and an honest answer on whether we are right for it.