Israeli software firm targets Australia after raising $68m

https://www.afr.com/technology/israeli-software-firm-targets-australia-after-raising-68m-20211116-p5998p?fbclid=IwAR0XxyVbPTxfRTw6F8ZwfxqqV-8XdKE1covVLhbjEPkYloqq09tvoOf_NTk

EasySend, an Israeli company that has created customer relations software that it says is easier to use for its clients and their customers, is entering the Australian market under the helm of Mick O’Brien, the former managing director of Datorama.

Mr O’Brien has a long history in senior technology sales, having grown annual revenue at MediaMind Inc (now Sizmek) by 35 per cent and played a role in the company’s NASDAQ listing and subsequent sale for $414 million. Datorama was acquired by Salesforce in 2018.

Now based in north-western Sydney, Mr O’Brien said he will hire about 20 sales and customer success recruits by the end of the year to help push the Israeli-founded software company EasySend onto local insurers, banks, and healthcare companies.

EasySend Asia-Pacific vice president of sale Mick O’Brien.  Supplied

“It’s a software-as-a-service platform where you can take, for example, a typical claims form. I’ll go into the EasySend builder, upload the PDF form, it uses artificial intelligence and machine learning to look at the form, it’s got a feature in there called ‘kadabra’, and it recreates the PDF form into a digital process,” he said.

EasySend helps companies replace PDFs and manual forms with more seamless digital experiences. Mr O’Brien said the platform is somewhat like Canva for customer experience journeys, requiring little technical knowledge to set up on the company side and putting good design front and centre for the customer.

“This is a new product. There is nowhere else outside of Israel, and now the United States, where people are employing this type of technology,” he said.

EasySend has today announced a $68 million capital raise from US firm Oak HC/FT to fuel its growth and expansion globally including accelerating the company’s presence in Australia and ultimately across the Asia-Pacific region.

“COVID-19 led to a massive shift in the way people interact with businesses online. EasySend helps enterprises accelerate their five-year digital transformation plans in just three months, making it simple for them to offer exceptional online customer experiences,” EasySend chief executive officer Tal Daskal said.

Mr Daskal and his co-founders Omer Shirazi and Eran Shirazi came up with the idea for EasySend after working at one of the largest insurance companies in Tel Aviv, Israel and seeing first hand the extent of the problem that paperwork and manual processes create in insurance.

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