It all started with a personal loss I experienced following a failure in the public health system during a 110-day doctors' strike in 1999. I lost my dear father.

At the time of the Shiv'ah I decided to make a change in my life, I felt that the public people would need my experience and that I should direct them.

And so the journey began.

I worked as an employee and at the same time I learned the theory and basics in the field of insurance. After about two years, I passed the tests and was issued with an agent license in elementary and life insurance by the Ministry of Finance.

I later became a self-employed and an independent insurance agent.

My first office started in a small room of one of my children who had left home and then I expanded to another room and added staff until I took over an entire 50 sqm floor. The office grew, two of my three children entered the business, each in his own field, and then we moved our office into a large, spacious place. 

Our firm specializes in many areas: health, general insurance, travel insurance, finance, long-term savings, pension, portfolio analysis and other risks.

Over the years I have decided that when I sell health insurance and other risks I must accompany the insured on the incident day, I must direct him because he may be helpless. This is how I behave from the moment of change in his health condition to moments of consulting with the doctors and the necessary checks. Sometimes surgery is needed and then recovery, and all the way we are together. The insured knows that he need to share his condition with me, otherwise I will not be able to help him.

I joined the Bureau of Insurance Agents as a member and later became part of the Health Committee, in the years 2013-2017. I served as Deputy Chairman of the Health Committee during the most challenging period dealing with health reforms, and long-term-care reform in the HMO. I participated in many discussions in the Knesset in the Labor Committee, where I met MK Tali Plaskov, who joined me to be one of the advisers in the committee for building a master plan for the elderly. The motive is: "The elderly are an asset and not a burden."

I volunteer in memory of my dear mother Clara Elia at the Yad Tamar organization, which deals with the exercise of rights for cancer patients.

I participated and I still participate in prime-time TV shows on health.

I enjoy every moment of my work, always happy to get up at the dawn of a new day knowing that I can be a support to my clients.

I believe in insurance companies; I am involved in many claims that have been paid and saved many families from financial crisis.

Over the years, we have been joined by people who are a second and third generation of our clients. It is a real joy for us to see the trust placed in us, and these are the actual fruits of our hard and consistent work.