Natural Intelligence

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Natural Intelligence
IndustryIntent Marketing
FounderNir Greenberg
HeadquartersTel Aviv, Israel
Key people
(Founder) | Nir Greenberg,

(CEO) | Jonathan Edelshaim, (Chief People Officer) | Neta Feller, (CTO) | Lior Schachter, (CFO ) | Tomer Amitay (Co-Chief Revenue Officer) | Hila Gil, (Co-Chief Revenue Officer) | Yohai Barak,

(Chief Product Officer) | Tomer Fuss Sanderovich,,
Number of employees

Natural Intelligence is an Israeli intent marketing[1] company, that was founded in 2009 and is a leader in online multi-vertical marketplaces. The company's leading brands, and, help millions worldwide make informed decisions every day. The company specializes in user acquisition, especially via paid search, and has comparison listings in a variety of topics in fields such as personal finance, business solutions and consumer services.

Natural Intelligence is one of the world’s leading online comparison providers, all without ever needing to raise external funding. In 2022, Natural Intelligence employs over 450 people out of its headquarters and R&D center in Tel Aviv, as well as additional offices in the United States, The UK, and Australia. Founded by Nir Greenberg, the company was led by Nir Greenberg from 2009-2022. As of August 2022, Greenberg stepped down as CEO and became Chairman, while Jonathan Edelshaim was named CEO.[2] Bootstrapped from day one, the company is reported over 500 million dollar in revenue in 2021.[3]

In March 2017, the company acquired the Israeli start-up Capsool.[4] and in late 2018, it opened its first US office in Atlanta.[5] In March 2019, the company acquires the Israeli Sports-tech startup, and started its operations in all US states where sports betting got legalized including New Jersey.[6][7] which in February 2022 raised $25 million funding round led by investment firms NFX and MoreTech.[8] In 2019 Natural Intelligence acquired British company Tipstrr for an undisclosed fee.[9] According to a study performed by Natural Intelligence in 2018 for the Mortgage Industry, search volume for mortgage non-branded terms has risen by more than 200 percent, while search volume of mortgage branded terms decreased by more than 60 percent.[10][11]

The company is known for its commitment to the LGBTQ community in Israel and offers 50K shekels to any LGBTQ employee who undergoes a surrogacy procedure outside of Israel.[12] The company's Chief People Officer, Neta Feller, was recognized as a top 50 Ally Executive for 2018 by the Financial Times.

Natural Intelligence is a reputable employer in Israel and reaches top ranks in Dun & Bradstreet and BDI Best Tech Companies to Work for in Israel.[13][14][15]

Natural Intelligence is based in ToHa Tower, at 6 Totzeret HaAretz St. in Tel Aviv, Israel.[16]


  1. ^ Shemer, Nadav (21 May 2019). "What One User Taught Natural Intelligence About the Importance of Customer Interaction".
  2. ^ "מנכ"ל חדש לחברת האינטרנט המובילה: המייסד יהפוך ליו"ר". Ice (in Hebrew). Retrieved 2022-11-18.
  3. ^ "בלעדי: נטורל אינטליג'נס הישראלית תצא לגיוס ראשון אחרי 12 שנים | כלכליסט". calcalist (in Hebrew). 2021-10-25. Retrieved 2022-06-09.
  4. ^ אביטל, יניב (2017-03-22). "אקזיט כחול-לבן: Natural Intelligence הישראלית רכשה את Cappsool | גיקטיים". גיקטיים | חדשות, עדכונים וכתבות על טכנולוגיה, אינטרנט וסטארטאפים. (in Hebrew). Retrieved 2022-06-09.
  5. ^ "The Search For Consumers Without Brand Loyalty". MediaPost. 15 November 2018.
  6. ^ "Natural Intelligence acquires Sidelines". iGaming Business. March 14, 2019. Retrieved March 5, 2020.
  7. ^ Murphy, Chris (2019-03-13). "Natural Intelligence acquires sports betting start up Sidelines". SBC Americas. Retrieved 2022-06-09.
  8. ^ Orbach, Meir (2022-02-06). "Sports-tech startup Sidelines scores $25 million funding round". CTECH - Retrieved 2022-06-09.
  9. ^ "Natural Intelligence acquires sports tipster platform Tipstrr". iGaming Business. 10 December 2019.
  10. ^ "Converting Low Brand Allegiance Customers When They're Ready to POP". MarTech Advisor. 14 December 2018.
  11. ^ "Be Bold to Capture Untapped Leads". Scotsman Guide. February 2019.
  12. ^ "Israel-wide Strike Slated as Tech Firms Protest anti-LGBT Legislation". Haaretz. 19 July 2018.
  13. ^ "Microsoft Overtakes Intel in Annual Ranking of Best Tech Companies to Work for in Israel". Calcalist.
  14. ^ "Dun's 100 - נטורל אינטליג'נס". Dun’s 100 אתר. Retrieved 2022-06-09.
  15. ^ "נטורל אינטליג'נס | BDiCODE - דירוג החברות המוביל ואיכותי". BDI (in Hebrew). Retrieved 2022-06-09.
  16. ^ Levi, Dotan (June 5, 2018). "נטורל אינטליג'נס תשכור שלוש קומות במגדל ToHa" [Natural Intelligence Will Rent Three Floors in ToHa Tower]. Calcalist (in Hebrew). Retrieved December 7, 2019.

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