"This new generation of Israeli entrepreneurs is better than mine"

In a candid one-on-one conversation, JFrog founder and CEO Shlomi Ben Haim sat down with Rig Security CEO Guy Kozliner as part of Calcalist and Poalim Tech’s Growth+ initiative. Their exchange—between a veteran tech leader and a young founder navigating an economic storm—offered a rare glimpse into how resilience, humility, and clear company values are forged in Israel’s evolving startup ecosystem.

Shlomi, tell us about a crisis you faced early on at JFrog. What lessons emerged?

Ben Haim: “One of the hardest early challenges was the inability to raise capital. We were convinced we had a great product, an exceptional team, and breakthrough technology. But for five years, no one wanted to invest. We pitched to more than a hundred funds, including obscure ones in Germany and France, with no success. It shook my personal confidence—and my team’s trust in me as a leader.

“Looking back, though, it was the best thing that happened to us. By the time we raised our first round in 2012, five years after founding the company, we already had 200 paying customers. By Round B, we didn’t need the money.”

Guy, what was your most significant challenge this year?

Kozliner: “Precision—really understanding what the customer needs. Not just what they say, but what they do. It's a process of constant refinement, learning from both feedback and behavior, day and night.”

Shlomi, what advice did you give in that context?

Ben Haim: “Guy is building a company in one of the toughest periods—post-COVID, amid economic and geopolitical instability. But that’s an opportunity. It’s during hard times that you build resilience and real culture.

“The first 20 people you hire are the company’s genetic code. Add to that the investors you choose and your management style—and that becomes your long-term DNA. You can always solve tech challenges or find money, but changing company culture after five years is incredibly difficult.”

Guy, what insight will you carry forward?

Kozliner: “The kind of people who join you early, after a seed round, are betting on you. You often face dilemmas—hiring someone experienced versus someone hungry and full of potential. I’ve learned to look beyond titles, and focus on passion, flexibility, and capacity to grow. That’s often more valuable.”

Shlomi, what did you take away from the conversation?

Ben Haim: “This new generation of Israeli entrepreneurs is better than mine. Guy represents a generation that moves from the battlefield to the boardroom with vision, courage, and purpose.

“My generation aimed to build companies and sell them quickly. We created more public companies—but Guy and his peers are building the big tech players of the next decade.”

Was there anything surprising you learned about each other?

Kozliner: “I was moved to learn about JFrog’s contribution to rebuilding the Gaza envelope region—and about Shlomi’s daughters who served as lone soldiers in meaningful roles. That speaks volumes about his values and the home he comes from.”

Ben Haim: “I discovered Guy isn’t the ‘classic’ Israeli entrepreneur. He didn’t come from the Technion or Unit 8200. He’s a fighter, a footballer, a man of nature—and yet he’s built something real by surrounding himself with the right people.”