Meet the Novidea Leadership Team

We are a team of passionate insurance industry veterans, business executives and technology professionals reinventing insurance distribution across the globe.

Meet the Novidea Leadership Team

  • Team
    ROI AGABABA
    CEO
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    ROI AGABABA, CEO

    Roi Agababa is the entrepreneurial mind, founder and CEO behind Novidea. With a long and distinguished career in business intelligence and software integration for global organizations, Roi saw the need for a unified, end-to-end data driven platform designed specifically for insurance professionals. Prior to this Mr. Agababa was a senior executive with SRL software group, where he held a number of senior management positions, most notably as the global Vice President for Research and Development and the Managing Director of SRL Tech. Under his leadership, Novidea is revolutionizing the working patterns in insurance distribution, enabling unprecedented growth for the industry.

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    ERAN BEN EZER
    CFO
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    ERAN BEN EZER, CFO

    As CFO, Eran leads Novidea’s finance organization and financial activities including accounting and controllership, financial planning and analysis, tax and overall budget across all territories. He is also oversees audit, legal, procurement and logistics across the company and its subsidiaries. Eran brings 20 years’ experience in the finance management and global high-tech industry, has a proven track record of taking fast growing companies from IPO to thriving global public companies and extensive experience with M&A processes. Previously, Eran served as the VP Finance at Drivenets, where he led three financing rounds totaling over $500 million. Prior to Drivenets, Eran was Head of FP&A and Senior Director Finance at Imperva (NASDAQ: IMPV), a cyber security company, where he supported the company through its IPO on NASDAQ. Eran holds a BA in Economics and a MBA from the Israel Open University.

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    EREZ NISSIM
    CTO
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    EREZ NISSIM, CTO

    Erez serves as Novidea’s Chief Technology Officer leading the R&D and product departments. Formerly, Erez held executive roles in large-scale global technology companies, leading R&D, IT, product, engineering groups. Most recently, he was EVP Head of Casual Gaming for the $7B Gaming company, Playtika. Previously, he held senior positions at other successful industry leaders such as, NICE surveillance, Amdocs, Retalix, and head of innovation group at SAP. Highly experienced in leading complex software development projects in global companies from inception, market analysis and requirements definition, through technical system design and product development.

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    ADRIAN COUPLAND
    CRO
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    ADRIAN COUPLAND, CRO

    Adrian Coupland (Ade), Novidea's Chief Revenue Officer has more than 20 years’ leadership experience across the insurance and technology sectors.
    Before joining Novidea, Adrian led the EMEA business at Earnix, driving regional growth and market expansion. He has held senior roles across software providers, insurance broking firms, and broker networks, giving him a broad view of the insurance ecosystem and the technology shaping its future.

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    OREN LESHEM
    MANAGING DIRECTOR
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    OREN LESHEM, MANAGING DIRECTOR

    Oren joined Novidea as Managing Director following their acquisition of Docomotion where he was a Co-Founder and CEO for 12 years. Oren brings more than 20 years of experience in SAAS, Enterprise Software, Software Project Management, Quality Assurance and Professional Services. Prior to Docomotion, Oren was the CEO in Tesnet and COO & Co-Foundet at NoProblem (today Home 365).

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    IDO PELED
    SVP Product
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    IDO PELED, SVP Product

    Ido serves as SVP Product at Novidea, leading the product management department globally. He brings more than ten year's of experience in leading SaaS, cloud based solutions and mobile applications as well as global go-to-market expertise. In the past two years Ido was the Chief Product and Marketing officer at Taranis, an innovative AgTech startup, leveraging drones and AI to optimize crop decision making. Prior to that, Ido worked at Ex Libris, a global provider of cloud solutions for higher education, as Corporate Vice-President for the company Mobile Application business unit, leading product management, marketing and R&D departments. Ido has a BSc in Computer Science and Communications from Tel Aviv University.

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    Adi Toppol
    SVP Global Delivery
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    Adi Toppol, SVP Global Delivery

    Adi serves as Senior Vice President of Global Delivery at Novidea, leading the company’s worldwide delivery organization. He is responsible for customer onboarding, implementation, and deployment, ensuring successful adoption of Novidea’s platform and driving measurable business outcomes for customers across global markets.

    Adi brings extensive experience in leading large-scale enterprise delivery, building high-performing global teams, and scaling operations to support rapid growth. He specializes in aligning delivery execution with business strategy, improving operational efficiency, and enhancing customer satisfaction, retention, and long-term value.

    Throughout his career, Adi has successfully managed complex, multi-region implementations for enterprise customers, driving operational excellence, predictable delivery, and strong customer partnerships. His leadership focuses on execution discipline, customer-centricity, and continuous improvement to support Novidea’s global expansion.

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    MERAV LEVIN-GADOT
    VP HR
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    MERAV LEVIN-GADOT, VP HR

    Merav brings over 20 years of extensive experience in HR. She specializes in leading organizations through change, growth, and cultural transformation to enable successful execution of business strategy. Before joining us as vice president of human resources, Merav headed the HR team of Amdocs’s Global Delivery Division. In this role, she led the people strategy of the division as well as heading all HR domains, including talent management, leadership development, compensation and benefits as well as employee engagement. Before that, Merav held senior HR leadership roles in organizations such as IDE, Better Place, Telmap (acquired by Intel), and Comverse. Merav holds a BA in psychology, sociology and anthropology as well as an MA in clinical psychology, both from Tel Aviv University.

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    MAAYAN CYZS
    VP Strategy
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    MAAYAN CYZS, VP Strategy

    Maayan serves as VP Strategy leading cross organizational projects and infrastructure to provide unity and benefits across the business to support the company’s hyper growth. Previously, Maayan held a number of other positions at Novidea, including Head of Global Delivery and Customer Success. Maayan has been pivotal in helping to solidify Novidea’s global customer base with her extensive knowledge of the company’s platform, collaboration with teams from across the business, and experience managing enterprise-scale projects. Previously, Maayan served as Web & Software Project Manager at both Matrix and Netwise.Maayan holds an MBA from Bar-Ilan University in Human Resources Management and Personnel Administration, and BSc in Industrial Engineering & Management from Shenkar College.

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    SHARONE VOLK
    VP Architecture
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    SHARONE VOLK, VP Architecture

    As Vice President Architecture & Co-founder, Sharone directs the architecture vision for Novidea’s innovative product development utilizing his vast business and technology knowledge. Previously, Sharone was Novidea's VP Product. As a former CTO of large insurance companies including the Phoenix Insurance and Migdal Insurance, Sharone’s years of executive-level experience in insurance operations brings to Novidea unique expertise in shaping product strategy, and the innovation roadmap across all insurance business lines.