Consumer is the most overlooked opportunity in Israeli venture. We’re here to back the founders proving it.
You need traction to raise capital, but you need capital to build traction. Most early-stage consumer founders hit this wall because most investors lack the playbook to evaluate consumer ventures without hard data. They wait for proof.
We don’t.
We come from consumer. We know what to look for before the metrics show up. The founder instincts, the category dynamics, the early signals that don’t fit neatly into a spreadsheet. We back the founders we believe in, not the numbers they haven’t had the chance to build yet.
Israeli founders have built global leaders in nearly every category. Consumer is the next frontier. The talent and the drive are here. What’s been missing are investors who truly understand consumer: how to evaluate early-stage brands, build demand, and scale globally.
Products that earn attention, shape behavior, and become part of daily life. Screen, shelf, or both.
Fast decisions. Full flexibility. Long-term alignment. We’re structured around what’s good for the business, and we give our founders the attention they deserve. Consumer brands take time to compound. We’re built for that patience.
We’ve built consumer ventures ourselves. We show up for the GTM sprint, the pivot conversation, the 11 PM crisis call. We help sharpen go-to-market, recruit key talent, and make the hard calls. We’re not on the sidelines. We’re right there with you.
We’ve built brands on both sides of the ocean. We don’t just advise on going global. We help you build the relationships, channels, and presence to win in the US.
Suf Kletter
Co-founder & Managing Partner
Fifteen years building companies. Spent five of them building Phenolife, a consumer wellness brand sold across the US and Europe through DTC and retail. Before that, founding team at DAU-UP, a performance marketing agency that worked with leading gaming studios including Playtika and Zynga, and was later acquired.
Built every function of a consumer company: product, growth, brand, team.
Suf doesn’t evaluate founders from the outside. He still operates like one.
Omer Sher
Co-founder & Partner
Omer spent twenty years at P&G building and scaling consumer businesses, most recently as Chief Digital & Growth Officer across the $10B+ Pampers brand and P&G’s Specialty Beauty DTC portfolio. His work spans global icons, DTC challengers, and ventures built from zero. Alongside Beyond22, he remains hands-on as a CMO/CGO advisor to select brands, helping founders sharpen positioning and scale growth. He has done what few investors have: built from zero and scaled globally. He brings both playbooks to every founder he backs.
Building a global consumer brand and want a partner who’s done it before? We want to hear from you.
Every week we open 30-minute slots for consumer founders who aren’t raising yet but want to talk through what they’re building. No pitch required.
