Case Study - Libra

Libra Insurance Company was established in December 2017 by Eti Elishkov, a senior in the insurance and finance industry who previously served, among other roles, as CEO of Hachshara Insurance Company. The company received an insurance license in May 2018.

Libra is a public insurance company traded on the Tel Aviv Stock Exchange. It markets compulsory car insurance, property car insurance, home insurance, business insurance, taxi insurance, and travel insurance abroad. In the coming year, Libra is expected to extend its license to life insurance and develop and launch additional products.

Founders

Eti Elishkov

Founding date

2017

Location

Tel Aviv, Israel

Investor

Keshet Media Group

Investment

$2mn

Year

2018

Market

Israel

Media deployment

2018; 2019

Objectives

Libra’s goal with the media investment was to become the leading digital insurance company in Israel, gain market share and follow with an IPO.

Outcomes

Libra grew 10x in three years due to the deployed media and capital investment, and in 2021 the company was successfully listed on the Tel Aviv Stock Exchange with a $115mn valuation.

“I strongly believe that media-for-equity is perfect for expanding into new markets because the company can easily and quickly adapt to each country’s media landscape and de-risk the company’s growth plans.”

- Doron Snir, Co-founder, The Partners