Israeli Tech, Global Edge: A Conversation with Meta’s Adi Soffer Teeni

“I think that many times we don’t even see there is a box.” – Adi Soffer Teeni 

At Startup Nation Central’s MNC Summit in November 2024, tech industry leaders gathered to explore the evolving role of global tech companies within Israel’s dynamic ecosystem and guide local representatives with tips for success. At a fireside chat with Avi Hasson, CEO of Startup Nation Central during the summit, Adi Soffer Teeni, General Manager of Meta Israel, offered insights into how multinational corporations like Meta not only thrive in Israel but also strengthen the local innovation landscape. 

In her role, Adi Soffer Teeni has led the company’s growth in the country for over a decade. Her career spans leadership roles in pioneering Israeli companies, where she helped shape Israel’s early digital landscape. Since joining Meta, Adi has been instrumental in developing a distinct playbook for fostering collaborations with Israeli startups and scaling Meta’s operational reach in the country. 

Key Insights: 

• Resilience in Adversity: Israel’s tech sector maintains an unwavering drive to innovate even under immense challenges, showcasing resilience as a core advantage. 

• Israeli “Chutzpah”: A bold, audacious approach—often described as “healthy disrespect for authority”—enables Israeli teams to push boundaries and deliver impactful solutions that stand out globally. 

• Impatient Innovation: Israel’s unique culture of “impatient innovation” propels rapid iteration and decisive action, fostering an environment where teams advance projects without waiting for perfect conditions. 

• Knowledge Transfer and Talent Growth: Multinationals play a vital role in elevating Israeli talent, with alumni often moving on to leadership roles within the startup ecosystem, enhancing Israel’s global tech capabilities. 

• B2C Sector Evolution: Israel’s influence in consumer tech has grown significantly, with its B2C sector, including companies like Wix and Monday.com, now representing a substantial portion of the nation’s unicorns—demonstrating the unique advantage of innovating in Israel’s collaborative ecosystem. 

Israel’s Unique “Disruptive DNA”   

Israel’s unique cultural traits—particularly a drive to question authority and improve constantly—are foundational to its tech ecosystem. This “healthy disrespect for authority” – or chutzpah – shapes Israeli innovation at all levels. Encouraged from a young age to think creatively and challenge the status quo, Israelis bring this mindset into every professional environment: “Israelis have a very healthy disrespect for authority…we look at things and think they should shift. And we want to fix them. We’re not afraid to say it out loud, to challenge our bosses, our teachers, our commanders.” 

This audacious, boundary-pushing approach is why so many global tech companies, like Meta, Google, and Microsoft, establish R&D centers in Israel. They are not only accessing technical skills but also harnessing a unique, disruptive mindset that turns obstacles into opportunities. 

Impatient Innovation as a Catalyst for Growth

This deeply ingrained culture of rapid, purpose-driven action is what Startup Nation Central calls “Impatient Innovation”—a relentless drive to create impact under even the most uncertain conditions. It stems from Israel’s history of facing urgent challenges that demand fast, decisive solutions in fields as varied as water scarcity, agriculture, and defense technology.   Israel’s tech talent does not wait for full certainty or a green light; it acts quickly, embracing audacity and a resistance to hierarchy: “We don’t wait for full certainty or a green light; we’re impatient in the best way. That’s what makes multinationals value our DNA: a bold, audacious way of innovating under pressure.”

This approach has proven invaluable to multinationals, where the ability to innovate and adapt swiftly is essential in today’s complex global landscape. 

Meta Israel’s Role in Nurturing Startup Partnerships

Meta Israel is an example of this distinctive approach. It is the only Meta office globally that works almost exclusively with startups, fostering collaborations that allow local companies to access Meta’s resources and mentorship from the earliest stages of development to scaling internationally. This focus on startups has positioned Meta Israel as a vital bridge between the startup world and the global tech community.   As Adi explains, the office has developed a playbook for early-stage collaboration that other Meta offices worldwide have since adopted:

“Our local site here is the only site globally, the only site that is working with startups, that is actually almost only primarily working with startups. We work with very early startups all the way until they become massive, big companies, and there’s no other local office for Meta that is doing this.” 

This close partnership with startups enables Meta Israel to drive innovation locally, while startups benefit from Meta’s global insight, which helps them refine their products and business strategies. The office has become a crucial link between Israeli startups and global tech standards, creating a flow of ideas that strengthens both the local ecosystem and Meta’s innovation strategy.  

Multinationals Help “Up-Level” Talent in Israel

A major benefit of multinationals like Meta establishing themselves in Israel is their role in “up-leveling” local talent. Many Israeli professionals at multinational companies gain invaluable experience in scaling, global strategy, and operational excellence that they eventually bring back to the local startup ecosystem. This movement has a transformative effect on Israeli tech: “There’s no better place to learn how to be a global company than by working for one. The tech and go-to-market knowledge they gain helps up-level our ecosystem when they move into local startups and VCs.” 

Adi also noted that 99% of the employees who left Meta Israel during her tenure have since taken on senior roles in local startups and venture capital, carrying with them global insights into areas like data strategy, product management, and market expansion. This continuous talent flow between multinationals, startups, and VCs creates a “unique ecosystem” that grows stronger as expertise cycles through different facets of the tech sector, blending local innovation with global expertise.  

The Growth of Israel’s Internet Industry

Israel’s internet and consumer tech industry exemplifies this evolution. Ten years ago, B2C tech was not a significant part of Israel’s tech story; the country was traditionally known for strengths in deep tech and B2B. However, Adi highlighted how today nearly a third of Israeli startups and unicorns are in internet consumer tech, with companies like Wix, Lemonade, and Monday.com leading the way: “Ten years ago, B2C didn’t exist in the Startup Nation story. Today, around a third of Israeli startups and unicorns are in internet consumer tech. This growth was largely driven by the influence of global tech giants that brought in expertise and innovation.” 

The presence of global tech giants has played a key role in this shift, fostering an entrepreneurial culture that focuses on user experience and digital services. This transformation has diversified Israel’s innovation landscape, where companies are now creating consumer-driven tech alongside B2B solutions.  

AI as a Transformative Opportunity for Israel’s Future 

Looking to the future, Adi sees AI as Israel’s next transformative opportunity. Israel’s background in computer science and data science, coupled with its culture of relentless innovation, positions it to make significant contributions to global AI development. According to Adi, this is a critical moment where Israel has the potential to establish itself as a global AI powerhouse, but it must act quickly and decisively to seize this opportunity:

“I can’t wait to see Israel thrive in AI. There’s a massive opportunity here, but we need to make sure we’re not missing this moment to become an AI powerhouse.” 

The investment in AI research and development in Israel is growing, as companies and researchers build on Israel’s core strengths in machine learning, cybersecurity, and data analysis.  

A Shift from Privilege to Duty for Israel’s Tech Industry 

Closing her remarks, Adi Soffer Teeni expressed that working in Israel’s tech industry has become not just a privilege but a responsibility. The tragic events of October 7 have shown us the critical role that the tech sector plays in supporting Israel’s economy and resilience. In Adi’s view, Israel’s tech sector has a duty to ensure the country remains competitive, innovative, and capable of tackling global challenges:  

“It’s no longer just a privilege; it’s a duty. To ensure that Israel remains the country we want it to be, we need our tech industry to continue to thrive.”