About Us

Meet the founding team and learn the story behind the company

Applitools was founded by software developers on a mission to shorten the release cycles of their product

Despite having good unit test coverage and automated end-to-end functional tests, a full manual regression of the UI, covering multiple operating systems, web browsers, screen resolutions, and localizations, took days to complete.

Back at the time, there were plenty of excellent commercial and open-source tools that allowed you to test the functionality of your app through the UI, but there were no tools that allowed you to automatically test the look & feel and user experience of your app. That is, verifying that each UI element in each page appears in the right color, shape, position, and size, and that it does not overlap or hide other UI elements.

After years of hard work carried out by experts, we successfully built a vast tech-stack that solved the automated visual UI testing problem

A masterpiece that includes:

  • AI-powered computer vision algorithms that emulate the human eye and brain, that can instantly analyze entire application pages and report differences only visible to human eye. Break down images into their layout and structure and automatically detect similar differences across different pages of your app running on different browsers and devices.
  • Dozens of SDKs that allow developers and testers to easily add visual checkpoints to their existing tests in all major automation frameworks and programming languages. Robust backend servers that can process and store massive screenshots at infinite scale. Available both as cloud services and on-prem.
  • Robust backend servers that can process and store massive screenshots at infinite scale. Available both as cloud services and on-prem.
  • A sophisticated web app that allows you to easily inspect test results, zoom-in on visual changes and automatically group similar differences to only see unique ones.
  • Integrations with leading CI systems, issue trackers and collaboration services.

We are thrilled to see how our work is changing the landscape of software development from app development to testing, deployment and monitoring, and we are committed to continue working hard to take our unique technology to new heights and continue to delight our users.

Applitools is based in San Mateo, California with R&D offices in Tel Aviv, Israel. Contact us



Gil Sever is a serial entrepreneur who is driven to solving technical problems with innovative solutions that didn’t previously exist. Prior to Applitools, he founded Safend (acquired by Wave Systems in 2011) and Storwize (acquired by IBM in 2010), and was the COO at Ectel, a NASDAQ company. Prior to this, Gil served in an elite intelligence unit of the Israeli Defence Forces and held a variety of research, development and management positions. Gil has a B.Sc. degree in Electrical Engineering from the Technion, Israel's stitute of Technology, and an M.Sc. degree in Electrical Engineering from Tel Aviv University.


Adam brings over 15 years of technological leadership and innovation experience to Applitools. Prior to founding Applitools, he held management, research and development positions at Safend, IBM, Microsoft, and Intel. Adam holds B.Sc. and M.Sc. degrees in Computer Science from the Technion, and regularly talks about software testing at conferences around the world.



Moshe brings over 15 years of experience in leadership, engineering and operational roles in public and private companies. Prior to founding Applitools, Moshe held leadership roles at Wave Systems Corp., Safend, Amdocs (NASDAQ:DOX) and Sat-Smart Ltd. Moshe holds a Bachelor’s degree in Information Systems from the Technion Israel’s Institute of Technology and MBA from IDC (Wharton Business School GCP program).



James is a global go-to-market executive who specializes in helping B2B companies package complex solutions for a faster and easier sale. James has experience both in large global companies (Experian, Clorox) as well as growth start-ups scaling to $100m+ ARR (Applitools, comScore, InMobi, AdTruth). James’ expertise lies in demand generation, product marketing, and account-based marketing in combination with enterprise sales experience and go-to-market strategy.


Board of Directors

Managing Partner and Co-Founder
Magma Venture Partners

Yahal co-founded Magma Venture Partners. Since 1999, Yahal served as co-Managing Partner of Magma, and positioned Magma as a major player in the New Media space. At Magma, Yahal leads the business development and the financing-related activities of the Fund and its portfolio. Yahal currently serves as Director on the boards of SightEra-Magisto, Valens Semiconductor and Indegy. Previously, Yahal was on the boards of Waze (acquired by Google, NASDAQ: GOOG), Onavo (acquired by Facebook, NASDAQ:FB), DesignArt Networks (acquired by Qualcomm, NASDAQ: QCOM) and Phonetic Systems (acquired by Nuance, NASDAQ: NUAN).

Managing Director
Sierra Ventures

A serial entrepreneur, Tim built two software infrastructure companies: Scopus Technology, which went public in 1995, and Octane Software, where he was Founder/CEO which he sold to Epiphany for $3.2 billion in 2000. In 2002 he became a Managing Director at Sierra. At Sierra, he's taken two companies public, Sourcefire (FIRE) and MakeMyTrip (MMYT), and has been responsible for several M&As. Tim holds a BA in Electrical Engineering from India and an MS in IEOR/Robotics from Virginia Tech. His passion (outside of his family and companies) is soccer.


Venture Partner
Openview Partners

Jim brings over 25 years of experience growing and managing cutting-edge technology businesses. Jim currently serves on a range corporate boards from innovative startups, to fast growth pre-IPO companies, to publicly traded companies. He is a Trustee at Worcester Polytechnic Institute (WPI) and co-chair of WPI’s initiative in innovation and entrepreneurship as well as a lecturer in entrepreneurship at MIT’s Sloan School. Jim previously served as President and CEO of data warehousing and analytics company Netezza. Throughout his tenure at Netezza, Jim brought his passion for building great teams that deliver disruptive technology solutions to market. In 2007, Jim worked to take Netezza public, ultimately driving the nearly $2B acquisition of Netezza by IBM in 2010 — a transaction dubbed the most “disruptive acquisition” of 2010 by Information Week.


Board of Advisors

Bill served as a GTM executive for 3 of the fastest ever growing SaaS companies: Slack (CRO/CMO), Zendesk (CMO) and Salesforce (SVP Marketing). At Slack, Bill served as the CRO/CMO coming in as marketing employee #1 and building out the entire marketing, sales, customer success, and customer support teams. Slack is the fastest growing B2B company ever hitting $100M in ARR in just over 2 years. At Zendesk, Bill served as the CMO, building out their marketing team from scratch and taking them through a highly successful IPO. At Salesforce, Bill served as SVP of Marketing helping grow the company to over $3B in revenue.


Bill was previously was VP of Customer Success for New Relic, a Software Analytics company, where he oversaw Customer Success Management, Education, Expert Services, Renewals, and Support. Previously, Bill founded and ran New Relic’s Business Development, forming partnerships with PaaS, Hosting, and other distribution partners like Heroku/Salesforce, Redhat, and Rackspace as well as large technical alliances with Amazon, Microsoft, Pivotal, and Google.


Geva has been a strategy and marketing advisor to a number of companies, including Deutsche Telekom, NEC, Internap, New Relic, Twilio, Sauce Labs, Heroku/Salesforce.com, Akiban, Xeround, Totango, Application Craft, JFrog, NewVem, CloudPassage, CloudScaling, and others. He also serves on the board of directors of Upstream Commerce and PerformanceXpert. Until 2008 Geva spent five years at GigaSpaces Technologies where he was Chief Marketing Officer and General Manager Cloud Computing. Geva received a Bachelor’s degree from Hebrew University in Jerusalem. He holds an MS from the Columbia Graduate School of Journalism and an MBA from Columbia Business School.


Raffi serves as Senior Vice President and General Manager of Application Delivery Management Product Group at Micro Focus International. Mr. Margaliot leads the Application Delivery Management business unit within Micro Focus. He held a number of General Manager roles within HPE, including leading both the Enterprise Mobility and IT Management-as-a-Service business units. He joined HP in 2006 through the Mercury Interactive acquisition. At Mercury, he held a variety of Research and Development and product management roles and was a founding engineer for the Application Lifecycle Management platform. He holds both bachelor’s and master’s degrees in computer science from the Hebrew University of Jerusalem.