We are
Builders in 

Our innovation hub sits at the intersection between financial services companies and the tech industry. We  combine our deep industry insight and technology expertise to help our clients redesign solutions to their business challenges. Connecting traditional firms to the innovation ecosystem means we can launch and scale digital solutions faster.

We Believe

Technology is changing the face of financial services. To stay relevant, companies need to rapidly develop and implement innovative solutions.

Technology is changing the way financial and insurance services are designed, consumed and delivered. New business models from products, operations to services – enabled by technology are fundamentally challenging incumbents in financial services markets.

To keep up with technology advancements, companies need to develop and implement quicker. We believe that future successful companies will be the ones who partner with the right digital companies, at the right time to drive digital transformation and be ready for disruptive changes. 

That’s where we come in.




Our Mission

We are reimagining the financial services companies of the future - combining the very best of human power and technology to create truly innovative businesses.

  • We challenge financial services companies to rethink business models, client experiences, data, and technology
  • We help our clients find and redesign digital solutions to their most pressing challenges. Our industry experience and operational know-how help us deliver faster and more focused on results.
  • We help large companies move quicker and technology companies scale faster.
  • We connect incumbents to emerging technology and the latest thinking in innovation.
  • We cultivate deep relationships with emerging startups and connecting them to our clients, we developed one cohesive ecosystem, to solve challenges from POC to scale.
  • We provide early-stage investment and a variety of venturing opportunities for our clients to bring value to the ecosystem for everyone.

Our Exclusive Platform

Our highly specialized innovation ecosystem, based in Tel Aviv, Israel, gives us access to the best FinTech and InsureTech and startups to accelerate our clients’ growth.

Our exclusive innovation platform allows the sharing of insights and learning among non-competitive peers who face similar challenges. Headquartered in Tel Aviv, Israel, we accelerate the digital transformation by constantly innovating products and services from the insurance and financial sectors. Israel is one of the most vibrant and global innovation hubs, home of over 40 multinational financial services companies that engage with 500+ FinTech startups in the local ecosystem. Established companies from around the world come to Israel to open a local tech hub in order to stay at the forefront of innovation. By connecting our clients with the thriving Israeli innovation tech ecosystem, we help them move quicker than ever before.

A message from our CEO

I created Axell after working for over 20 years in financial services corporate roles at the forefront of digital transformation. My passion is helping businesses find opportunities, build new solutions and transform with innovation and cutting-edge technology.

Founder & CEO

Moshe is the founder and CEO of Axell. With more than 20 years as an International innovator executive in financial services, Moshe has a proven track record in the successful implementation of global and local initiatives focused on digital transformation.

Moshe was Global Head of Digital Transformation at Generali, one of the world’s largest insurance companies. Prior to this, Moshe was Deputy CEO of Migdal Insurance, Israel’s largest insurance company. Moshe started his career at Intel Israel.

Moshe was a lecturer at Tel Aviv University and a board member in Anthemis group.


  • Innovation & Design Thinking Principles
  • Venture Building
  • Global Insurance
  • Digital Transformation

CTO and Senior Advisor

Lyron is the CTO and senior advisor of Axell. He brings over 15 years of experience in successfully delivering innovative products to the financial industry with a specific focus on data-centric solutions.

Lyron has founded and managed Citigroup Technology Innovation Lab in Israel (200 engineers), including the creation of Citi’s first FinTech accelerator globally. Lyron has served recently as Chief Digital & Innovation Officer of Surecomp and prior to that as R&D director at SuperDerivatives (Now NYSE:ICE)

Lyron also serves as a senior FinTech lecturer at NYU Stern, Herzliya Interdisciplinary Center and as a guest lecturer at Jiao Tong Shanghai University.


  • Innovation as a Service
  • Venture Building
  • FinTech Partnering
  • Wealth Management & Banking

Lead Advisor, Israel

Tali leads the development of Axell’s Israeli technology ecosystem and strategic open innovation builds.

She is an experienced senior consultant in open innovation, new technologies, and start-up collaboration within the financial services and high-tech industries.

Tali also lectures at Dauphine-Mines ParisTech (École des mines) in the Master of Science in IT faculty.

Tali holds a Doctorate in Business Administration, Strategy, and Open Innovation from PSL Université Paris Dauphine.


  • Strategic Innovation
  • New Technology
  • FinTech Partnering

Lead Advisor, Australia & New Zealand

Bianca heads up Axell’s Australia and New Zealand operations as well as supports the company’s global marketing strategy.

Previously, Bianca held roles in innovation, digital transformation and marketing across the life and health insurance, and home lending industries within Australia.

Bianca has university qualifications in business and journalism and is currently undertaking further studies in psychology.


  • Insurance Distribution
  • Customer Marketing
  • Digital Transformation

Lead Advisor, France

Valerie leads Axell’s business in France, advising and co-designing innovation and technology solutions across the business value chain.

Previously, Valerie was head of innovation at a major insurance group where she led digital and customer transformation projects across life and non-life insurance in France and internationally.

Today, she is a Fintech advisor and coach as well as a co-founder of the FinTech Alliance WealthCOckpit.

Valerie holds a masters degree in business entrepreneurship from ISC Paris.


  • Customer Transformation
  • Insurance
  • Innovation & FinTech

Lead Advisor, North America

Yossi brings over 18 years of experience in global programs operations, enterprise-wide change, and solutions delivery. He specializes in Program Management Office (PMO) operations, high-profile business transformation and Start-ups. 

Most recently, Yossi worked as a Senior Vice President of EPMO for MUFG, leading the project management office as well as the Digital Transformation multi-year program. Yossi previously held various senior roles in multi-national banking and technology corporations, such as Bank of America’s and Symantec Corp.

He holds a MBA in Marketing & Finance from Manchester University of England. 


  • Digital Transformation
  • Enterprise Project Management
  • Operations

Lead Advisor, Israel

Arie has over 12 years’ experience in strategy, business development and sales. He specializes in planning, analyzing, and executing corporate strategy.

Arie previously worked as a consultant at McKinsey, Israel, in the growth and strategy team for the public sector. Here he managed projects for clients, including The Treasury, The Ministry of Health, The Postal Service, and The Government Companies Authorities.

Arie holds B.A.s in both law and economics and completed an internship at S. Horowitz & Co Law Firm in the litigation department.


  • Corporate strategy
  • Financial analysis
  • Commercial modelling