Dr. Ira Sobel, Founder and CEO

Fintech 4longevity was founded by Dr. Ira Sobel, an expert and entrepreneur who is passionate about the economics of aging and the longevity economy with a particular focus on the role of fintech to improve the financial health of mid-life and older adults.

In 2020, Dr. Sobel joined a working group at the World Economic Forum on “Redefining Retirement”. She also recently completed her Ph.D. which investigated the effect of retirement and changing health on the economic outcomes of households within different pension and healthcare systems.

From 2008 to 2019, she served as a non-executive director to numerous public companies including the Bank of Jerusalem and worked previously as an accountant at KPMG. Dr. Sobel is an international speaker on issues related to the economic aspects of aging. More information




Dr. Michal Halperin Ben Zvi
Dr. Michal Halperin Ben Zvi is an expert on building and adjusting digital products for older users and an expert in the psychology of aging. She worked with big software companies and start-ups to develop an age-friendly interface and user experience and in recent years, she consulted on the development of dozens of services oriented to the older adults' needs and abilities, including digital health and banking services. In addition, Michal is the knowledge Director of the Israeli National Initiative for promoting digital literacy among older adults, a shared project by The JDC ("The Joint") and the Digital Office of the Israeli state. She developed research and field knowledge on how older people perceive the digital space and recently she has begun to work on a National Design Guide for the creation of digital products for older adults. More information




Sara Feddy
Sara Feddy is a Senior Project Manager at Fintech 4longevity. She previously worked for McKinsey London and then she transferred to McKinsey Israel for several years. She worked for a Cyber Security start-up, gaining experience in Project Management, Operations and Business Development. Working internationally across many different cultures has given Sara excellent insight in bringing people and teams together.




Shlomo Berkovich, Innovation Analyst
Shlomo is responsible for market research and trends, database management and the curation of fintech for aging and longevity products solutions. He is also an analyst for Cactus Capital, Ben Gurion University's student-run venture capital fund, and is currently studying Psychology, Sociology and Anthropology at Ben Gurion University. He served as a combat soldier in the IDF special forces and is avid about innovation to improve the financial health of older adults. More information