Noam Institute

What Noam Institute does

Noam Institute (Hebrew: מכון נועם, legal name מכון נועם בע"מ / Machon Noam Ltd.) is an Israeli for-profit test preparation company founded in 1992 by David Meshulam, a former Israeli Air Force squadron commander who holds a master's degree in psychology from Tel Aviv University. Operating from Bene Beraq/Tel Aviv, the company is the oldest dedicated institute in Israel for preparation of psychometric, selection, and admission tests, and claims more than 1,000,000 lifetime examinees with a 4.52/5 average rating across 13,000+ customer reviews and an 80% success rate in organizational preparation programs.

The company runs an online self-study platform combined with in-person and Zoom-based instruction delivered by professional psychologists and instructors. The product catalogue spans four vertical domains: Israeli psychometric and academic admission tests (psychometric, AMIRnet, Til, MIF'AM, MIMAD, Ya'alnet); IDF military selection (Tzav Rishon, pilot course, intelligence corps including units 8200/9900/81/504 and Gamma Cyber, Shayetet 13, Navy); employment screening (Adam Milo, Kinan Shafir, PILAT, One-to-One, Top Zeev assessment center, Shin Bet, Israel Aerospace Industries, Prime Minister's Office, police and prison service); and healthcare-professional admissions (medical school MOR/MIRKEM, dental, nursing, paramedic, pharmacy, physiotherapy, occupational and speech therapy). Revenue is generated through low-priced subscription packages (one week to three months), pay-as-you-go personal preparation sessions, specialized courses such as the ~30,000 ILS MDA paramedic course, and a Centralized Purchasing B2B channel for institutional buyers ordering 15+ seats.

Distribution is single-country Israel across self-serve website sales, direct field/Zoom instruction, organizational bulk purchases, and an extensive partnership network with universities (Hebrew University, Bar Ilan, Haifa, Ariel, Open University, Western Galilee, Hit), employers (Bank Hapoalim), unions (Public Sector Workers Union / Achdut), and youth NGOs (Salute, Nitzanim, Atidim). Go-to-market is predominantly product-led growth, with content marketing, SEO, email, and an active presence across Facebook, LinkedIn, TikTok, YouTube, and Instagram supplemented by a referral/affiliate program. The company is privately held by its founder, has no disclosed external funding, and operates as a standalone Israeli private limited company.

Name

Noam Institute

Legal name

מכון נועם בע"מ

Website

https://machon-noam.co.il

Company type

Private

Founded year

1992

Operating status

Operating

Headcount range

101–250 employees

Ownership category

akta.pro rank

Product category

Test Preparation Services

NAICS

Exam Preparation and Tutoring (611691), Educational Support Services (611710)

SIC

Services-Educational Services (8200)

akta.pro primary industry

Online Exam Delivery & Test Administration Platforms (EDAFADAA)

akta.pro secondary industries

University/College Entrance & Admissions Testing Authorities (EDADAFAE), AP/IB & Subject-Specific Standardized Exams Prep (AP, IB, SAT Subject legacy, subject exams) (EDANABAE), K–12 Standardized Assessments & Benchmark Exams Prep (State tests, MAP, ISEE/SSAT) (EDANABAD)

Keywords

• Psychometric test preparation
• Selection exam prep
• Academic admission prep
• Military selection tests
• Employment testing prep

Headquarters

HQ city

Bene Beraq

HQ country

Israel

HQ region

Middle East

Offices1 record

Markets served

GTM type

B2B and B2C

Offering type

Services

Cost components

Personnel, Operations, Technology or R&D, Marketing or Sales

Revenue model

1. Online Preparation Packages: Self-serve online test preparation packages sold directly to individual consumers, accessible 24/7 from any device with various subscription durations (one week to three months)
2. In-Person Preparation Sessions: One-on-one or small group preparation sessions with professional instructors at institute branches or via Zoom, including interview simulations and personalized feedback
3. Organizational Group Purchases: Bulk purchase arrangements for schools, municipalities, universities, and companies seeking to prepare groups of 15 or more candidates for selection tests
4. Academic Course Preparation: Preparation packages for specific academic admission exams including AMIRnet, psychometric tests, and medical school admission interviews

Pricing tiers

Go-to-market motion1 record

Distribution channels4 records

Marketing channels6 records

Core offering

Noam Institute is Israel's oldest test preparation institute, offering self-study online practice kits and personal instructor-led preparation for psychometric exams, Israeli academic admissions (AMIRnet, psychometric), IDF military selection tests, employment selection batteries (Adam Milo, Kinan Shafir, PILAT), medical school admissions, and gifted student identification. Services include timed simulations, extensive question banks, interview simulations, and personalized feedback across online, in-person, and Zoom channels.

Product overview

Noam Institute (מכון נועם) is an Israeli test preparation institute founded in 1992, offering a comprehensive platform of test preparation products and services for psychometric exams, academic admissions, IDF military selection, workplace recruitment, and gifted student identification. The core offering consists of online self-study practice kits combined with personal preparation sessions led by psychologists and professional instructors. The product portfolio includes dedicated preparation modules for specific test types such as Amirnet (English placement), psychometric exams, Adam Milo and Kinan Shafir workplace assessments, PILAT tests, medical school admission exams (Mor-Merkem system), IDF selection tests, Karni gifted student tests, and healthcare profession admissions. The platform also offers group workshops, assessment center simulations, centralized bulk purchasing for institutions, and professional lecture services. The institute has served over 1,000,000 examinees with an average rating of 4.52 from over 13,000 reviews.

Differentiator

Problem solved

Functional benefit

Products and services

• Psychometric Exam Preparation Comprehensive preparation for the Israeli psychometric exam (college entrance exam), including quantitative reasoning, verbal reasoning, English sections, and essay writing components. Targeted at high school graduates seeking university admission.
• Workplace Selection Tests Preparation Preparation for various employment selection tests including psychometric tests, personality assessments, honesty tests, group dynamics, and job interviews for government and private sector positions.
• IDF Selection Tests Preparation Preparation for Israeli Defense Forces recruitment tests including first draft tests (Tzav Rishon), pilot course selection, intelligence corps, naval units, and officer candidate assessments. Targeted at young adults entering military service.
• Amirnet English Placement Test Preparation Preparation for the Amirnet computerized English placement test used by Israeli universities, including sentence completion, paraphrasing, and reading comprehension sections.
• Medical School Admission Preparation Comprehensive preparation for medical school admission tests including the Mor-Merkem system, interviews, personality questionnaires, and university-specific requirements for Tel Aviv University, Hebrew University, Technion, and other Israeli institutions.
• Centralized Bulk Purchasing for Organizations Bulk purchase program for schools, municipalities, universities, and organizations offering 15+ preparation kits at discounted rates for group preparation of selection tests.
• Group Workshops and Professional Lectures Professional lectures and workshops on selection test preparation, customizable for specific tests or general audiences, offered to organizations and educational institutions.

Quantifiable outcome

• 80% success rate for organizational preparation programs
• +1 more outcomes

Named customers15 records

Segments5 records

Ideal customer profiles2 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Feature2 records

Partnerships

Eleven partnerships are on record, tiered minor and core.

• Hebrew University Alumni OrganizationminorGTM or Marketing PartnerPartnership providing discounted AMIRnet preparation packages for university alumni and prospective students
• Open UniversityminorGTM or Marketing PartnerCollaboration for English placement test (AMIRnet) preparation materials and services
• Bar Ilan UniversityminorGTM or Marketing PartnerPartnership for academic admission test preparation including AMIRnet and psychometric tests
• University of Haifa Alumni OrganizationminorGTM or Marketing PartnerCollaboration for student and alumni test preparation services
• Bank Hapoalim Employees OrganizationminorGTM or Marketing PartnerEmployee benefits partnership providing test preparation services for bank staff
• Public Sector Workers Union (Achdut)minorGTM or Marketing PartnerUnion partnership offering test preparation benefits to public sector workers
• Western Galilee CollegecoreStrategic or Co-development PartnerStrategic partnership providing 10% discount on AMIRnet preparation packages for college students and applicants, with co-developed preparation materials
• Together For You OrganizationminorGTM or Marketing PartnerSocial consumer collective partnership providing benefits to members
• Salute OrganizationminorGTM or Marketing PartnerPartnership with veteran support organization for test preparation services
• Nitzanim OrganizationminorGTM or Marketing PartnerYouth development organization partnership
• Atidim OrganizationminorGTM or Marketing PartnerAcademic excellence and leadership program partnership for youth development

Scale indicators4 records

Recent moves4 records

Expansion highlights5 records

Direct peers

• JobTestPrep: Online psychometric and aptitude test preparation platform serving job seekers globally. Closely comparable to Noam Institute in product (practice simulations, employer-specific test batteries, interview prep) and target user (candidates facing high-stakes selection tests), though operating internationally rather than in a single domestic market.
• AssessmentDay: Provider of practice aptitude and psychometric tests, including numerical, verbal, logical, and situational judgment practice materials. Comparable to Noam Institute in core content category (employer-style psychometric prep) and in offering timed online simulations with employer-specific practice batteries.
• Practice Aptitude Tests: Online platform offering practice tests for numerical, verbal, abstract, and situational judgment reasoning used in employer selection. Comparable to Noam Institute's quantitative and verbal psychometric prep offerings and to its self-serve, subscription-based delivery model.
• Graduates First: Online psychometric test prep and assessment-centre practice platform targeted at graduate job candidates. Overlaps with Noam Institute on workplace selection prep (Adam Milo, Kinan Shafir equivalents) and on the assessment-center simulation product line.
• Magoosh: Online test prep company offering self-paced courses and practice questions across standardized exams. Comparable to Noam Institute in the self-serve, online, subscription-based prep model, though focused on GRE/GMAT/SAT rather than psychometric/employer selection tests.
• Manhattan Prep: Online and in-person test prep provider with instructor-led and self-study options. Comparable to Noam Institute's hybrid delivery (online packages plus instructor-led sessions) and its premium, practice-heavy curriculum model.

Broad incumbents

• Kaplan: Large multinational education and test prep company offering preparation across a wide exam portfolio. Comparable as a broader incumbent in the same product category, but operating at much greater scale and across many international standardized exams rather than in a single national psychometric niche.
• The Princeton Review: Long-established test prep and tutoring brand covering admissions and professional exams. Comparable to Noam Institute's broader test prep + tutoring model, but with a global, multi-product portfolio rather than a single-country specialty.
• Varsity Tutors: Large-scale online tutoring and test prep platform with live instruction and self-study content. Comparable to Noam Institute in combining online test prep with live instructor support and in serving students preparing for high-stakes assessments.

Others

• Khan Academy (Test Prep): Non-profit free online learning platform with practice content and test prep. Comparable to Noam Institute's online self-study prep format but free and ad-free, representing a key adjacent competitive force on the low end of the test prep market rather than a direct paid competitor.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat4 records

Key risks6 records

Key highlights7 records

Customer concentration

• YouTubeyoutube.com/@MachoNoam
• Facebookfacebook.com/psychometric.test
• LinkedInlinkedin.com/company/machon-noam
• Instagraminstagram.com/machon.noam
• TikToktiktok.com/@machon_noam

Revenue estimate

Valuation estimate

Number of profiles

Profiles1 record

Funding overview

Funding rounds

Investors

Funding detail is available on the Subscription and Enterprise plan.Contact sales →

M&A

Investments

M&A and investment is available on the Subscription and Enterprise plan.Contact sales →

Frequently asked questions about Noam Institute