Hi, I’m Yoav.
Founder & CEO of FinPlay. Founder of Ensemble. Former IDF combat officer. I find where existing tools fail a specific user, and build from zero to a live product.
- Building FinPlay and Ensemble, two AI-native ventures.
- Studying Computer Science & Entrepreneurship at Reichman University.
- Running it all from a personal OS with 20+ AI agents.
Look around with the links on the left, or double-click anything on the desktop.
About
I’m a founder based in Tel Aviv. I spent seven years as a combat officer in the IDF Artillery Corps, commanding 70+ soldiers and learning to make critical decisions from real-time data.
Today I build AI-native products. FinPlay teaches Gen Z personal finance through gameplay. Ensemble builds autonomous operational systems for Israeli small businesses. I lead the teams and processes behind both: aligning people to a mission, breaking complex problems into clear execution, and moving fast without losing direction.
How I work
- Speed over polish. Ship at 70% and fix in public; the market answers faster than a plan.
- Clarity. One KPI and one owner for every decision.
- Honesty. No invented numbers. I talk about what I did, not what I’m going to do.
Education
Reichman University, Dual B.Sc. in Computer Science and B.A. in Entrepreneurship. 2025 to 2028 (expected).
Thelma Yelin High School, major in Visual Arts & Computer Science. 2015 to 2018.
Languages
Hebrew (native), English (fluent).
Experience
FinPlay
finplay.me- Founded Israel’s first gamified financial literacy app for Gen Z. 5,000+ registered users.
- Users learn personal finance through gameplay simulation, without the fear of real financial mistakes.
- Built the full product stack, the gamification engine and a multi-layer revenue model: Pro subscriptions, in-app purchases and a partner conversion layer with Israeli financial institutions.
- Lead a cross-functional team of 4 across product, content, video and marketing, while owning technical development, business strategy and growth as CEO, CPO and head of marketing.
Ensemble
ensemble- AI and automation agency for Israeli SMBs.
- Builds end-to-end AI agent systems that run real business operations: agents with live data and real actions, not chat.
Independent Ventures
- Launched multiple digital ventures and automated workflows on no-code platforms, focused on fast MVP launches and iteration.
IDF Artillery Corps
- Commanded 70+ personnel, using real-time data analysis to drive critical decisions and optimize operational workflows.
- Led efficiency initiatives that reduced response times, and developed certified training curricula for commanders.
- Awarded Excellence Honors 3× (2020–2022), including the Chief Artillery Officer’s Award and Distinguished Graduate.
Ventures
Off the clock
- Specialty coffee. Single-origin beans, dialed in every morning on a La Marzocco at home. Two doubles before the first meeting.
- Tennis. The one hour a week where the phone stays in the bag.
- Trips and treks. Last big one: Iceland’s Ring Road, ten days in a 4x4 with a roof tent.
- Cycling. Next on the list: Berlin to Riva del Garda by bike.
- Investing. Long-term positions, plus a paper-trading desk my agents run to test ideas before real money.
- Food. Cooked or found. Tel Aviv makes both easy.
- AI and tech innovation. Working at the frontier: the newest model or tool, every week, on a real business.
Tools
- AI & Automation
- Claude, n8n, LLM integration, AI agents
- Programming
- C, Java, Python, React Native
- Web
- HTML, CSS
- Data & Analytics
- SQL, Excel, PostHog
- Product
- User research, A/B testing, funnel analysis
Contact
The fastest way to reach me is email. I read everything.
yrubin00@gmail.comTel Aviv, Israel.