My Control

What My Control does

My Control (מיי קונטרול) is an Israeli private financial consulting firm founded in 2007 by Eitan Zecharia and headquartered in Modi'in-Maccabim-Re'ut. The company delivers structured personal-financial advisory and coaching programs to Israeli individuals, couples, and families across life stages — debt rehabilitation (ממינוס לפלוס), financial growth (צמיחה פיננסית), first-home mortgage guidance, marriage and family-transition planning, retirement planning, and young-adult financial literacy. Core operations are supplemented by a one-time Financial Check-up diagnostic and a six-month "Keeping the Plus" subscription retention service for past clients. Adjacent to the consumer business, My Control sells custom-priced B2B financial wellness programs (workshops, webinars, WhatsApp support groups, hotlines) to HR departments at major Israeli employers and affinity organizations.

The firm's underlying technology is a proprietary "My Control Software" platform that aggregates client bank-account and credit-card data to produce structured financial diagnostic reports, eliminating manual documentation work the company identifies as a barrier to engagement. Distribution combines direct-to-consumer sales (website lead capture, free introductory calls, referrals) with a B2B employer channel that has produced named logos across banking (Bank Leumi, Harel), telecom (Bezeq), enterprise technology (HP), real estate (Shikun U'Binuy, Anglo Saxon, Kardan), media (Haaretz/TheMarker, Yes, Zap Group), and government/veteran organizations (Haver, Police Officers' Funds). Marketing relies on a Hebrew-language blog, CEO columns in Ynet, and an active Facebook presence. The firm has secured third-party validation — Do-Et Research Institute independently reviewed program outcomes (92% reported success rate) — and was selected by Haver (IDF permanent service personnel) as a preferred economic counseling body after a half-year pilot. Revenue is generated through per-session and per-program ILS pricing, monthly subscription group workshops, and custom B2B contracts; no financials are publicly disclosed.

Name

My Control

Legal name

מיי קונטרול (My Control)

Website

https://mycontrol.co.il

Company type

Private

Founded year

2007

Operating status

Operating

Headcount range

11–50 employees

Short description

My Control is a privately held Israeli financial advisory firm, founded in 2007, that delivers structured personal-financial coaching programs to Israeli households and B2B employee wellness workshops to major Israeli employers, supported by a proprietary bank-data aggregation tool.

Ownership category

akta.pro rank

Product category

Personal Financial Advisory Services

NAICS

Portfolio Management and Investment Advice (523940)

SIC

Investment Advice (6282)

akta.pro primary industry

Financial Coaching & Budgeting Advisory (FSAEAAAH)

Keywords

• Personal financial consulting
• Debt rehabilitation programs
• Financial coaching services
• Corporate financial wellness
• Household budget management

Headquarters

HQ city

Maccari

HQ country

Italy

HQ region

Europe

Offices1 record

Markets served

GTM type

B2B and B2C

Offering type

Services

Cost components

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

Revenue model

1. Financial Consulting & Coaching Services: My Control generates revenue through personalized financial consulting engagements with individuals, couples, and families. Services are structured as multi-session programs with milestone-based delivery (diagnosis, financial plan, budgeting, monitoring, review). Individual programs include 'Minus to Plus' (debt rehabilitation), 'Financial Growth', 'Mortgage Acquisition Support', 'Retirement Planning', and 'Young Adults University'. Pricing is offered at fixed per-session or per-program rates, with corporate group workshops and seminars as a separate B2B revenue line.
2. Corporate Workshops and Employee Financial Wellness Programs: B2B revenue stream targeting HR departments and employers. Services include group workshops on budget management, lectures on family budget planning, pre-retirement seminars, and economic resilience programs for employees. These are delivered on-site or virtually through the organization's internal platform.
3. Financial Check-up (צ'ק אפ פיננסי): One-time financial diagnostic report service analyzing 3 months of household income and expense data. Produces a structured report with recommendations and action items.
4. Retaining Plus Program (שומרים על הפלוס): Post-program retention service for past clients. Includes one-time consultation sessions (1,170 ILS per session) and monthly group meetings over 6 months (234 ILS/month per couple).

Pricing tiers

Go-to-market motion1 record

Distribution channels3 records

Marketing channels5 records

Core offering

My Control delivers personal financial consulting and coaching to individuals and families in Israel, guiding them through debt rehabilitation, budgeting, mortgage decisions, and retirement planning. It also sells corporate financial wellness programs to employers as an employee benefit, and runs group money-management courses for the general public.

Product overview

My Control is a family financial consulting company offering a portfolio of financial planning and economic guidance programs. The core offerings include financial rehabilitation programs (ממינוס לפלוס), financial growth programs (צמיחה פיננסית), and life-stage specific services such as home purchase guidance (ליווי רכישת דירה), retirement planning (פורשים), marriage planning (מתחתנים), and family transition support (משפחות בשינוי). Additional services include a Financial Check-up (צ'ק אפ פיננסי) for comprehensive financial analysis, the 'Keeping the Plus' (שומרים על הפלוס) program for past clients, and Corporate Courses and Workshops (קורסים וסדנאות לחברות) for organizations. The company operates with internally developed financial management software and a Financial Center providing human and professional support.

Differentiator

Problem solved

Functional benefit

Brands

• My Control Software (תוכנת My Control): A proprietary financial management software developed by the company enabling customers to manage documentation and data tracking, serving as a barrier to recovery and growth.

Products and services

• Personal Financial Rehabilitation Program Structured multi-session program for individuals and families in Israel who are in debt or financial crisis; covers budgeting, debt restructuring, creditor negotiation, and behavior change toward a reported 92% rehabilitation success rate.
• Ongoing Financial Coaching

Quantifiable outcome

• 92% success rate for accompanied families in Israel (verified by Do-Et research institute)
• +2 more outcomes

Named customers13 records

Segments4 records

Ideal customer profiles2 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Feature1 record

Partnerships

Three partnerships are on record, tiered core and minor.

• חבר (Haver) – Organization of IDF Permanent Service Personnel and VeteranscoreStrategic or Co-development PartnerMy Control was selected by the Haver organization as their exclusive economic counseling body for members, following a thorough evaluation by a professional research institute and a half-year pilot program. The partnership was awarded to My Control alongside one other quality provider. Haver members receive exclusive pricing benefits.
• Do-Et Research Institute (מכון דו עת)minorOthersDo-Et conducted an independent review of My Control's results, finding a unique 92% success rate for families accompanied by the company.
• Bank Leumi (בנק לאומי)minorChannel Partner/ Reseller/ DistributorBank Leumi is listed as one of My Control's clients, receiving employee financial wellness services.

Scale indicators5 records

Recent moves6 records

Expansion highlights5 records

Broad incumbents

• Altshuler Shaham: Large Israeli investment and financial advisory firm offering wealth management, pension advisory, and financial planning. Comparable as an established incumbent in Israeli household financial advisory with broader portfolio services.
• Psagot Investment House: Major Israeli investment house providing portfolio management, financial advisory, and retirement planning to individuals and institutions. Broader incumbent whose advisory arm overlaps with My Control's planning-focused offerings.
• Meitav Dash: Diversified Israeli financial services firm with pension, provident fund, and advisory offerings. Comparable incumbent for Israeli households seeking retirement planning and broader financial guidance.
• IBI Investment House: Israel-based investment house managing portfolios and offering advisory services to private and institutional clients. Overlaps with My Control on the investment-adjacent financial planning side of the market.
• Personal Capital (Empower): US digital wealth manager combining personal financial management dashboards with human advisory services. Overlaps with My Control at the intersection of PFM tooling and personalized financial coaching.

Direct peers

• Salary Finance: UK-origin employee financial wellness platform offering salary-linked savings, loans, and financial education to corporate workforces. Directly comparable to My Control's B2B corporate wellness program line.
• Yael Lemel Financial Coaching: One of Israel's most recognized personal-finance coaches offering individual and corporate financial coaching in Hebrew. Directly competes with My Control for Israeli families seeking budgeting, debt-rehabilitation, and life-stage financial planning services.
• Financial Finesse: US-based provider of employee financial wellness programs including coaching, workshops, and digital tools for HR departments. Closely comparable to My Control's corporate workshops and employee financial wellness offerings.

Emerging players

• SmartDollar (Ramsey Solutions): Employee financial wellness program built around budgeting coaching and debt-reduction methodology, sold B2B to employers. Comparable in coaching methodology and B2B2C go-to-market, though with a US-centric delivery model.

Others

• Bank Hapoalim Advisory Services: Israel's largest bank, whose retail banking and private banking arms provide household budgeting advice, mortgage planning, and financial consultations. Adjacent competitor embedded inside the banking ecosystem that several My Control corporate clients (Bank Leumi etc.) also operate in.

Market position

Strengths4 records

Weaknesses4 records

Competitive moat5 records

Key risks5 records

Key highlights7 records

Customer concentration

• Facebookfacebook.com/My-Control-%D7%9E%D7%97%D7%96%D7%99%D7%A8%D7%99%D7%9D-%D7%A9%D7%9C%D7%99%D7%98%D7%94-%D7%9B%D7%9C%D7%9B%D7%9C%D7%99%D7%AA-%D7%9C%D7%97%D7%99%D7%99%D7%9D-191404238309

Revenue estimate

Valuation estimate

Number of profiles

Profiles9 records

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 My Control