Our Team


Roi Agababa


Roi Agababa is the entrepreneurial mind, founder and CEO behind Novidea. With a long and distinguished career in business intelligence and software integration for global organisations, Roi saw the need for a unified, end-to-end data driven platform designed specifically for insurance professionals. Prior to this Mr. Agababa was a senior executive with SRL software group, where he held a number of senior management positions, most notably as the global Vice President for Research and Development and the Managing Director of SRL Tech. Under his leadership, Novidea is revolutionising the working patterns in insurance distribution, enabling unprecedented growth for the industry.

Tal Cohen


Tal Cohen began his career at Ernst & Young and has since led the financial organisations at international software companies, overseeing financial strategy and control, legal and operations. Tal has extensive experience in the financial management of technology companies including Tvinci (acquired by Kaltura) and ActiveTrail. Prior to this Tal was co-founder of an Insurtech start-up specialising in long term savings.

Sharone Volk

VP Product

Vice President Product and co-founder, Sharone Volk directs the vision and roadmap for Novidea’s innovative product suite. As a former CTO of large insurance companies including the Phoenix Insurance and Migdal Insurance, Sharone’s years of executive-level experience in insurance operations brings to Novidea unique expertise in shaping product strategy, and the innovation roadmap across all insurance business lines.

Yaniv Ben-Arie


A seasoned R&D executive and a strategic technology leader, Yaniv Ben-Arie leads the global research and development team responsible for keeping the Novidea platform ahead of customer needs and at the forefront of insurance innovation. Yaniv’s reputation is built on successfully leading the development and delivery of large-scale software systems in multidisciplinary environments. His deep knowledge and vast experience in leveraging Big Data & Artificial Intelligence/machine learning across verticals fuels his solid track record of building complex and innovative solutions. He joined Novidea after serving as co-founder and CTO of social intelligence platform Tracx where he managed the full scope of technology research, architecture, development, customer service and operations, and as VP R&D at security and surveillance innovator DVTel.

Eric Ayala

SVP Americas

Eric Ayala brings over two decades of technology startup and venture capital experience to lead Novidea’s entry into the US Market. A Silicon Valley veteran, Eric has led multiple Sales and Marketing teams at startups funded by prestigious VC’s such as NEA, Accel and Corporate VC’s such as Dell and Microsoft. Two notable exits include UUNET’s Nasdaq IPO to $2B exit and Sitesmith’s $1.4B exit where Eric was VP Sales leading the Sales organisation through both.

Benjamin Potts

Managing Director, UK

Ben joins Novidea as Managing Director, UK to spearhead the company's growth and expansion across the UK and EMEA. Leveraging his impressive sales and business development success, Ben brings more than 15 years of broad industry knowledge, operations, sales and customer service expertise to Novidea. Ben leads Novidea’s local teams to manage growing business opportunities in the region and service existing multinational customers. Previously, Ben held various leadership and revenue-focused executive roles with Majesco, Xchanging and Jardine Lloyd Thompson (JLT).

Michal Levy

VP Customer Success

Michal Levy is responsible for ensuring a positive experience and optimal ROI for every Novidea customer - from platform deployment to ongoing support. She oversees Novidea’s global customer teams with a goal of maximising user value of the Novidea platform and Novidea relationship. Michal brings to Novidea deep public- and private-sector experience in information systems development, delivery and management of large global organisations, complex technological projects for B2B and B2C platforms.

Lianne Trantz

VP Marketing

Lianne Trantz serves as VP of Marketing for Novidea, bringing to the company more than 20 years of global marketing experience for both high-tech startups and established enterprises. Lianne’s expertise includes developing and leading global initiatives in brand, field, and product marketing that challenge convention and put customer needs at the fore. Before joining Novidea, Lianne was based in New York as AVP of Global Marketing at Sizmek, where she oversaw worldwide brand and product marketing programs across the Americas, EMEA, APAC and LATAM for this leader in online advertising. Her previous roles include Director of Marketing at Breach Security and Product Manager at New Dimension Software. Lianne began her IS career in the Management Consultancy Division of Price Waterhouse Coopers in London.