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.

Julie Shafiki

Chief Marketing Officer

As Novidea’s Chief Marketing Officer, Julie heads up Novidea’s marketing strategy, including brand awareness, public/analyst relations, lead generation, digital marketing, product marketing, as well as field, partner and customer marketing. Over the last 25 years, Julie has built up expert teams, taking high-growth global technology companies to their next stage of business maturity, including three IPOs and one M&A. Julie received the prestigious award as one of the Top Women in Communications 2021 by Ragan Communications and PR Daily. Prior to Novidea, Julie held multiple marketing executive positions. Most recently she served as CMO of Kryon, CMO of Safe-T, VP Marketing of Voyager Labs, VP Marketing at Tufin® (NYSE: TUFN), Global Marketing Director at Lumenis, AVP Global Public Relations at Comverse, and Director of Corporate Comms at PowerDsine (NASDAQ: MCHP) and Amdocs (NASDAQ: DOX). She holds an MBA from Tel Aviv University and a BA from Colgate University in New York.

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

Managing Director, Israel

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.

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.

Maayan Cyzs

VP Strategy

Maayan serves as VP Strategy leading cross organizational projects and infrastructure to provide unity and benefits across the business to support the company’s hyper growth. Previously, Maayan held a number of other positions at Novidea, including Head of Global Delivery and Customer Success. Maayan has been pivotal in helping to solidify Novidea’s global customer base with her extensive knowledge of the company’s platform, collaboration with teams from across the business, and experience managing enterprise-scale projects. Previously, Maayan served as Web & Software Project Manager at both Matrix and Netwise.Maayan holds an MBA from Bar-Ilan University in Human Resources Management and Personnel Administration, and BSc in Industrial Engineering & Management from Shenkar College.



Merav brings over 20 years of extensive experience in HR. She specializes in leading organizations through change, growth, and cultural transformation to enable successful execution of business strategy. Before joining us as vice president of human resources, Merav headed the HR team of Amdocs’s Global Delivery Division. In this role, she led the people strategy of the division as well as heading all HR domains, including talent management, leadership development, compensation and benefits as well as employee engagement. Before that, Merav held senior HR leadership roles in organizations such as IDE, Better Place, Telmap (acquired by Intel), and Comverse. Merav holds a BA in psychology, sociology and anthropology as well as an MA in clinical psychology, both from Tel Aviv University.