Founder & CEO, Positive-Apps
Fifteen years building technology companies from a blank page — the teams, the products, and the strategy behind them.
From an Israeli Air Force officer to a global telecom executive to a founder who has built two companies and a SaaS product from scratch — most recently mastering AI-driven development and strategy.
Summary
I started in uniform — six years as an officer in the Israeli Air Force's technical branch, commanding project and systems-management teams. From there I spent a decade inside large technology organizations: building an enterprise e-learning product at Britannica, running customer-satisfaction and quality programs across Comverse's Asia-Pacific division, and then relocating to Buenos Aires for three years to run Comverse's Latin America account, managing billing and value-added-service delivery for Millicom and Movistar.
That posting in Argentina is also where I met the partners I'd later build a company with. In 2012 I co-founded Blue-ii, developing mobile applications for clients around the world with two Argentine partners while I ran the business side as CEO. In 2017, I split from that partnership to found Positive-Apps in Israel — hiring a local team and shifting focus to the Israeli market, where we design and build mobile applications, websites, and complex custom systems for clients across insurance, retail, agriculture, and beyond.
In recent years we've turned some of that engineering effort inward, building SignOnX, our own digital-signature SaaS platform, alongside client work. And for the last few years I've been deliberately mastering AI — as a user, a strategist, and a hands-on builder — folding AI-driven development into how Positive-Apps plans, builds, and ships.
I'm not a formally trained developer, and I don't try to be one. What I bring is the ability to translate between the technical and the commercial: hiring and leading engineering teams, planning architecture and product direction, running the business, and closing the deal — while staying hands-on enough (Linux, Nginx, Kubernetes, AWS, Node.js) to step in wherever the team needs me.
Experience
Every chapter added a different discipline — military project command, enterprise product management, global quality systems, international account leadership — before I put them all to work building companies of my own.
1994 – 2000
Project & Systems Management, Technical Branch
Six years of active service commanding project-management and maintenance-systems teams within the Air Force's technical branch, released at the rank of Captain. First exposure to running teams and delivery under real operational pressure.
2000 – 2003
Owned the product roadmap for Britannica's enterprise e-learning and knowledge-management system — then the largest player in its category in Israel — spanning specification, technical documentation, and hands-on sales support.
2003 – 2007
Ran customer-satisfaction and quality programs across Comverse's Asia-Pacific division, consulted on high-risk strategic projects, and led the division's certification to ISO 9001 and ISO 14000.
2007 – 2010
Based in Buenos Aires, Argentina
Relocated to Argentina to lead project delivery and maintenance for Comverse's Millicom and Movistar (Telefónica) accounts — managing engineering and project teams building billing and value-added-service solutions (voicemail, SMS, multimedia, data) across Latin America.
2010 – 2012
Ran service-department operations for RISCO, a global manufacturer of security products active across five continents — owning service-contract performance, organizational-level customer escalations, and cross-company improvement initiatives.
2012 – 2017
Took the leap into entrepreneurship, co-founding Blue-ii with two Argentine partners I'd met during my Comverse posting in Buenos Aires. As CEO I ran the business while my partners led engineering, building mobile applications for clients worldwide.
2017 – Present
After parting ways with my Blue-ii partners, I founded Positive-Apps in Israel, building a local team from the ground up. We design and develop mobile applications, websites, and complex custom systems for clients across a range of industries.
In recent years
Led Positive-Apps in building SignOnX, our own digital-signature SaaS platform — turning years of client-facing engineering experience into a product we now sell directly to companies across Israel.
The last few years
Deliberately invested in becoming fluent in AI: as a strategist deciding where it changes the business, and hands-on with AI-assisted programming, now woven into how Positive-Apps plans, builds, and ships for clients.
What I Build Today
Positive-Apps is the company; SignOnX is what happens when an agency turns its own engineering effort into a product.
Company
Transforming digital ideas into business reality.
An Israeli software house I founded and lead, designing and building mobile applications, websites, and complex information systems for clients across insurance, retail, agriculture, and more. We hire and grow local engineering talent, and stand behind what we ship with long-term support.
Visit positive-apps.com →
Product
Israel's digital signature and forms platform — legal, secure, instantaneous.
A SaaS platform I led Positive-Apps in building: legally compliant electronic signatures for contracts and forms, used by car rental companies, dealerships, insurers, banks, call centers, and local authorities across Israel — deployable with no client-side installation required.
Recognition
Albania Cyber Summit · Tirana · May 2026
An invitation-only gathering of government officials, infrastructure operators, and private-sector leaders addressing national cybersecurity strategy. I attended as a delegate, presenting Positive-Apps and SignOnX to the market and holding direct meetings with potential clients — part of an ongoing push to bring what we've built in Israel to new markets.
Beyond the Office
Outside of Positive-Apps, I'm most at home near the water. Positive-Apps sponsors Maya III, a sailing yacht I get out on whenever I can — sailing rewards the same instincts as running a company: reading conditions early, adjusting course without panic, and trusting the people beside you. When I'm on land, I garden and cook, two hobbies built on the same quiet patience: tend something properly, and it pays you back slowly.
Contact
Open to conversations on technology leadership, AI strategy, partnerships, and what Positive-Apps and SignOnX can build for you.
