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Adi Soroka is an experienced business leader with a rich background in managing and optimizing financial services, emphasizing the integration of technology, business processes, and marketing. As CEO of Up Capital Israel, Adi leads the company’s local operations, focusing on developing growth strategies, streamlining processes, and creating tailored solutions for clients and business partners. Adi has extensive experience in senior roles, including COO of HSBC Bank PLC Israel, Operations Manager at Israel Credit Cards Ltd., and other positions in the financial sector, where he successfully drove systemic changes and improved business and operational performance. Additionally, Adi has significant experience in marketing and business development, contributing to revenue growth and enhancing the positioning of the brands he has worked with. Adi holds a Bachelor’s degree in Industrial Engineering and Management from the Technion – Israel Institute of Technology, graduating with honors, and an MBA with a specialization in Marketing from Bar-Ilan University.

Considered a renowned expert in the field of supply chain finance and working capital. Founder of Peninsula Company, which provides credit solutions to small and medium-sized companies in Israel and founder of eLoan, the first social lending company in Israel which was sold to the Mitv-Desh Group. Previously, he held a number of senior positions in large companies including: Head of Consumer Credit at National Card (now MAX), VP of Credit and Risk Management at Cholmobil, Director of Credit and Customer Financing in Systems Industry, Head of Factoring Division at UBank, etc. Mariano brings with him over 20 years of experience in supply chain finance, credit and factoring. Mariano has a bachelor's degree in economics from Tel Aviv University and a master's degree in business administration from the Technion.”

Ron has held senior positions in the field of foreign banking and credit finance in the trading and retail worlds in the Hapoim Bank Group. In his last role, he served as the CEO of Serapit Mimonim, a subsidiary of Israchart, specializing in the provision of credit and the issuance of credit cards. Prior to that, he was COO of Credit Bisherechart for nine years. In previous positions, he served as Director of Customer Relations in the business division of Hapoalim Bank itself. Cohen holds a master's degree in business administration with a specialization in finance and marketing and a bachelor's degree in economics and international relations — both from Hebrew University.

Director Yaron Cohen brings over 20 years of experience in various management practice areas including financial auditing (Sumy Chaikin, KPMG), risk management, conducting feasibility and profitability analyses, building business forecasts, real estate investments in the USA, entrepreneurship and setting up and managing startups. Liron holds a bachelor's degree in economics and accounting and a master's degree in business administration with a specialization in finance from Tel Aviv University.

Technology Specialist Over 20 years of experience with leading brands in various technology projects ranging from large-scale projects, in the field of e-commerce, Big Data Analyzer and BI systems, complex automation projects, process improvement, and leading business process management with unique enterprise strategies and highly valuable practices developed over the years.

Engineer, with extensive experience in Front end and Back end systems development, server management, interface development, information security and more. Lioni holds a bachelor's degree in mechanical engineering from Ariel University.

Entrepreneur, investor, more than 10 years of business development strategy supported on financial experience. Developing and driving businesses for sustainable financial growth through increasing sales and creating strong relationships with customers.Identifying and opening a growth strategy focused on financial gain and identifying new markets and building long-term business relationships.