The field of organizational wellbeing, especially among high-tech companies in Israel, generates tens if not hundreds of millions of shekels a year. It often draws criticism for excessive flamboyance and for the significant gap between what we see in the high-tech industry compared to other sectors. In the past, the field mainly revolved around one-off experiences such as workshops, events, or holiday gifts — often lacking a guiding logic, and sometimes seemingly done only because others were doing it.
VibeUp, a new startup, is attempting to challenge the way the field has been run so far with a new technological platform that is going live right now. The AI-based platform streamlines and redefines the entire wellbeing function in organizations — from the planning stage to execution and measuring success. Until now, those leading HR or employee wellbeing had to constantly reinvent themselves, rely on word-of-mouth recommendations, and hope their decisions brought real value to employees. This new platform aims to save them that effort, providing real-time insights, ideas, recommendations, and feedback.
According to Reut Ofek, who initiated and founded VibeUp and has practical experience in various managerial roles in organizations, she identified massive gaps in the market that lead to inefficiency and the waste of tens of millions of shekels that could have been used more effectively. “An overload of options versus lack of focus, poor measurement, and partial alignment with organizational needs — these are just some of the flaws I discovered as I did more and more projects for different companies. Our goal is to transform the world of organizational wellbeing from a highly tactical and ad hoc realm into a measurable strategic approach,” says Ofek.
A Smart System for Managing Organizational Experiences
The solution offered by VibeUp combines a variety of activities with an AI engine that makes precise adjustments for each organization — based on values, budget, employee profile, and goals. The platform has three main layers: AI and smart matching, measurement and data, and a centralized dashboard for managing the program, activities, and budget. One of the greatest challenges wellbeing professionals face is connecting the organization’s business narrative and core values to the various activities aimed at employee wellbeing, bonding, and empowerment. Ofek seeks to solve this with the AI technology she integrated into the system.
A Strong Community From Day One
Even before the official launch, hundreds of wellbeing managers and CEOs from various organizations — who manage significant budgets and are eager to try the new service — had already signed up. At the official launch event held at the “El Yam” complex in Netanya, dozens of senior industry figures were in attendance, including from high-tech, health, retail, cyber, and communications sectors. Among them: Yaniv Hevroni (VP at Harel Insurance), Uri Max (CEO of Max Stock), Hila Kessinger Bar David (CEO of Shachar Capital), Meir Cohen (CEO of Gaia), Rami Vaknin (CEO of Geektime), and others.
Not Just an Experience, But a Process
Ofek clarifies that the vision is not to offer a one-time experience but rather “to create a deep process that strengthens organizational culture, improves the sense of belonging, and allows the organization to measure the effectiveness of its wellbeing investment — just like in any other area.”
VibeUp is expected to initially operate in the Israeli market, with plans to expand to additional markets. Judging by the buzz around the launch and the interest from large organizations, this startup might truly be creating a new language for the world of organizational wellbeing.