About us · A note from Aryeh and Yoni

Why we work this way.

For years we worked on technology built to sell to thousands of businesses. Now we do the opposite. We work closely with a handful of businesses, and build each one a workforce of automations, the kind only big companies could afford until now.

Aryeh Altshul and Yoni Mindel

How it started

Good businesses, real problems, wrong product.

Aryeh saw it on sales calls: an owner would describe a real problem, and the product on the table did not solve it. Yoni saw it in the companies he funded: products built for thousands of businesses, and so for none of them in particular. And even when the right tool exists, buying it rarely fixes the problem. Nobody has the time to set it up, learn it and keep it running.

Why now

Every owner hears about AI. Few know what to do with it.

What owners tell us:

I hear about it everywhere.

I don't know where to start.

Everyone is selling me another automation.

An automation without a business strategy is one more project for you to manage.

AI is not just more software. Used the right way, it works like an employee and brings business results. The tools are easy to buy. Fitting them into how your business runs, and where your market is going, is the hard part. The gap between the businesses that do this well and the ones that wait will grow faster and faster.

Why this way

Back to how a trusted partner once worked.

What worked for companies that raised millions of dollars can now work for a business of one person, or a few dozen.

We work with you to decide what to automate, and we build it and run it with you. We also teach you and your team to use it and build on it, so your business does not need us for every change.

We look for owners who have already tried, who see where this is going, and who want a partner for the way there.

Who we are

Two partners. Small on purpose.

Aryeh Altshul

“The technology is rarely the hard part. Understanding how a business really runs, and earning the trust of the people inside it, is.”

Twenty years in sales and business development, from early stage to growth, at Payoneer, Bringg, TUNE and The Cronos Group. Fintech, marketing, logistics and consumer goods, much of it on site, inside customers' businesses.

Ultra trail runningCarpentryAnything outdoors

Yoni Mindel

“After years spent on how companies scale, what I want to build is small and useful, and judged by how well it serves the people using it.”

Ten years in early-stage startups, then eight as a partner at Benson Oak Ventures, working closely with the teams of almost 20 companies. His side was always the business and the customer.

Eastern philosophyBiomechanicsInternal martial arts

Partners since the drive to campus.

We met at university. 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 building, funding and putting technology to work. It adds up to judgment: what to build, what to leave alone, and how to roll it out without breaking what already works.