Ron Barel
Ron Barel is the founder and CEO of Optimally, an AI and automation company, and the founder and CEO of OptiPay, its expense and income management product for small businesses and freelancers.
He has spent two decades on the same problem from both sides. He co-founded EZcount, the cloud invoicing and accounting platform used by tens of thousands of Israeli businesses, and served as its CMO through to its acquisition in 2021 – building the software that issues the invoice. OptiPay is the other half: the system that makes sure the invoice does not get lost. It collects documents from email and WhatsApp as they arrive, reads the supplier, amount, date and VAT off each one, and turns a month of paperwork into a single report an accountant can work from.
At Optimally he builds the same kind of automation for other companies – marketing engines, AI-driven workflows, and the operational plumbing that decides whether either of them actually works. He built and still leads the digital marketing function at the payments company Hyp as an independent consultant, and sits on the advisory board at SaMBiQ.
He is a lifelong windsurfer and has competed on the PWA world tour.
Selected coverage
Reporting on the EZcount acquisition and on the payments group it now sits inside. All three are in Hebrew.
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TheMarker
9 June 2021
Max acquires the digital invoicing company EZcount.
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Calcalist
On the EZcount acquisition.
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ice
The fintech offering Israeli businesses the full range of payment solutions.