About Us

Welcome to the future of real estate

Our technology empowers agents to meaningfully engage with each of their leads while creating transparency and trust for homebuyers.

We make homebuying better for everyone

Localize is revolutionizing the industry by harnessing the power of artificial and human intelligence.

Our concierge texting service Hunter by Localize™ is tech-powered and supported by expert homebuying advisors.

Hunter cultivates home searches and connects buyers to agents once they’re ready to see properties in person.

Our leadership team

Our management leads by example: by being passionate about data, caring about people, and adding a human touch to everything we do.

Omer Granot

CEO

Omer Granot

CEO

Omer captains Localize teams in the U.S. and Israel. He engages directly with brokerages to showcase how Hunter is revolutionizing real estate.

Prior to leading Localize, Omer was VP of growth at Via, a transformative transit tech company. He also helmed an Israeli submarine as its executive officer for eight years.

In his down time, Omer likes to swim laps, read books—from entrepreneurship to Harry Potter—and tinker with technology, especially fitness wearables.

Asaf Rubin

Founder, President & CTO

Asaf Rubin

Founder, President & CTO

Asaf founded Localize after experiencing the same headaches that every homebuyer faces: Why is the largest financial decision made with the least amount of information? His solution—Madlan—became the premier home-finding marketplace in Israel before he exported the concept to NYC.

Asaf served in the IDF in an elite mathematical research unit and was on the founding team of Taboola (world’s largest content discovery platform), where he wrote its core matching algorithm that generated over $1B in annual revenue.

Ilan Fraiman

CPO

Ilan Fraiman

CPO

Ilan brings 20+ years of experience as a developer and development manager, including at Trusteer, a cybersecurity company that IBM acquired for $700M.

Ilan joined Trusteer at an early stage and had a major role inventing many of the company’s innovative solutions. He progressed to lead the core product development team until its acquisition.

For six years Ilan also served in the IDF where he managed a group of developers in a prestigious technological unit.

Erez Yakoel

VP of R&D

Erez Yakoel

VP of R&D

Erez ensures delivery of the best quality products for Localize using machine learning and big data to drive innovative solutions. His focus is to build winning teams and implement the latest in BIRD technologies.

In his previous role as VP of R&D at Cellebrite, he scaled R&D to 150 people and introduced new processes of end-to-end scrum.

Cellebrite’s valuation at IPO (April 2021) was $2.4B. Erez’s home life includes three kids, two dogs, and one cat, with gardening and table tennis as hobbies.

Jason Noah

U.S. General Manager

Jason Noah

U.S. General Manager

Jason joins us from Compass, where he led growth, sales, and expansion for the Tri-State area.

As General Manager of Localize, Jason now oversees our U.S. operations and helps ensure that no partner agent ever loses another deal.

Jason is a die-hard Mets fan and lives in Jersey City with his fiancé and their bernedoodle puppy.

Tal Kopel

General Manager, Israel

Tal Kopel

General Manager, Israel

With full business responsibility for Madlan, our Israeli subsidiary, Tal has rebuilt internal teams to double the customer base, triple its revenue, and boost site traffic 60%. Madlan is now the Israeli market leader in real estate tech.

Tal has 15+ years of sales, management, marketing, and digital experience, including at Israel’s top restaurant and delivery website.

He is married with two lovely daughters. A true man of the sea, Tal surfs, scuba dives, and is a certified skipper.

Hadar Maissi

VP of Human Resources

Hadar Maissi

VP of Human Resources

Hadar heads our people front—no small feat with 140 employees across multiple countries. She brings a wealth of leadership experience in human resources that spans over 15 years. She previously led people and culture in various data-driven startups at different stages of scale and growth.

When not finding Localize the talent it needs to expand, Hadar enjoys time with friends and family, and can’t miss a week without going to the beach.

Ehud Tzadok

VP of Finance

Ehud Tzadok

VP of Finance

A wiz with numbers, Ehud leads our finance team—charged with budgeting, payroll, and FP&A.

Prior to Localize, he worked on funding transactions and auditing companies of all shapes and sizes, including those listed in the U.S., Germany, and Hong Kong, as a senior associate at PwC’s high-tech audit group. Ehud also served in the IDF intelligence corps.

When not wrapped up in spreadsheets, he enjoys swimming, playing Magic: The Gathering, and spending quality time with his wife and young daughter.

David Calderon

Chief of Staff

David Calderon

Chief of Staff

David is a cross-company phenom who streamlines processes and solves challenges in any department. He works to design and execute strategic initiatives that fuel Localize’s growth. His entrepreneurial and consultative approach includes two years at a software startup he co-founded as well as eight years managing audits and consulting projects for high-tech companies.

Although based in Israel, David’s obsession for Italy includes its cuisine, Serie A soccer, and hiking in the Italian Alps and Dolomites.

The dream team

From engineering and product development in Tel Aviv to operations and homebuying advisors in NYC, Localize is revolutionizing real estate to benefit buyers and agents alike.

The dream team

From engineering and product development in Tel Aviv to operations and homebuying advisors in NYC, Localize is revolutionizing real estate to benefit buyers and agents alike.

Join us to revolutionize real estate