Our story

The idea behind APPartment was born long before it became a digital platform. Anita Beilin Cohen (co-founder and CEO) spent more than fifteen years at the intersection of the new-construction market, investment, marketing, and construction-project financing.

From inside the industry, the same picture kept repeating itself: the new-construction market is complex and opaque for the buyer. To make a decision, people gather information piece by piece — from developers' websites, advertising, tax rules, and advice from various specialists — and assemble it like a puzzle. For Russian-speaking buyers the language barrier makes it even harder, and navigating the market alone is genuinely difficult.

The idea of APPartment: give people the tools, knowledge, and support directly — bring the entire journey of buying a newly built apartment into one digital product, and make it free, clear, transparent, and accessible to every buyer.

Alex Kuznetsov (co-founder, Chief Experience Officer & Head of AI), a new immigrant and digital-solutions expert, joined the project after his own experience: searching for his own apartment, he ran into the same problems — fragmented information and no way to compare options or buy a home on his own without paying tens of thousands of shekels to various consultants. Joining APPartment, he strengthened the platform with expertise in AI, technology, and digital products.