Vahadrat

What Vahadrat does

Vahadrat (והדרת הכוח השלישי), legally VeHadarta – The Third Strength Association, is a registered Israeli non-profit founded in 2009 in Tel Aviv by a group of business and media professionals to promote the status and employment of adults aged 50+ and combat ageism in Israeli society. The organization operates a portfolio of programs centered on workforce re-entry, retraining, and community empowerment for the third-age population. Its flagship current product is SKEELZ, launched in 2022, an AI-powered skills-based hiring platform that maps candidates' lifetime skills to employer requirements and replaces the legacy Darush Nisayon employment portal (operated 2012–2022 in partnership with the Ministry of Social Equality, which placed over 4,000 older workers). The AI matching engine is delivered via a technology partnership with retain.ai. Supporting programs include Netta, a community activity center launched in 2025 in Kiryat Shmona; Mabat Sheni, an academic-to-teaching retraining program launched in 2025 for adults aged 50–75 addressing Israel's teacher shortage; Dig:it, a digital literacy assistance service; and Gil-da, a retired-consultant matching initiative. The organization also pursues policy advocacy to abolish mandatory retirement and promote anti-age-discrimination legislation.

The organization's revenue model is characteristic of an Israeli non-profit (עמותת ע"ר): no fees are charged to job seekers or employers. Operating funding is assembled from individual donations, corporate sponsorships (Strauss Group, Leumi Bank, Gazit Globe, Bank Hapoalim, Migdal Insurance, Jewish Federation), foundation grants (Segal Family Foundation as a key financial backer of SKEELZ, Arison Foundation, Round-up Foundation), and direct government support from the Ministry of Social Equality and the Innovation Division of the Ministry of Labor. The organization employs 11–50 staff and operates exclusively within Israel. Its go-to-market combines community-led advocacy and policy engagement, direct enterprise outreach to large and small employers, and a product-led digital funnel through the SKEELZ platform.

Strategically, Vahadrat has shifted from a single-program employment-portal model (Darush Nisayon, 2012–2022) toward a multi-program portfolio spanning AI-driven hiring, community centers, and academic retraining. The 2018 rebrand added "The Third Strength" to emphasize the value of older adults, and the 2022 platform migration to SKEELZ signaled a strategic bet on AI-enabled, skills-based matching as a durable differentiator. Continued dependence on government co-funding and a narrow set of corporate sponsors is the principal funding risk, while the decade-plus longitudinal employment dataset and quasi-official national-program status constitute the principal strategic assets.

Name

Vahadrat

Legal name

VeHadarta - The Third Strength Association (עמותת והדרת הכוח השלישי)

Website

https://vehadarta.org.il

Company type

Private

Founded year

2009

Operating status

Operating

Headcount range

11–50 employees

Short description

Vahadrat (והדרת הכוח השלישי) is an Israeli non-profit founded in 2009 that combats ageism and promotes employment for adults aged 50+ through the SKEELZ AI-powered skills-matching platform, alongside community centers and academic retraining programs in Israel.

Ownership category

akta.pro rank

Product category

Senior Workforce Development Services

NAICS

Services for the Elderly and Persons with Disabilities (624120), Vocational Rehabilitation Services (6243)

SIC

Services-Social Services (8300), Services-Employment Agencies (7361)

akta.pro primary industry

Elder Services & Aging Support (BPAGAEAF)

akta.pro secondary industries

Workforce & Career Transition Noncredit Programs (EDAAAEAC), Civic Engagement, Volunteering & Leadership Education for Seniors (EDAAAMAK)

Keywords

• Senior employment services
• Ageism advocacy programs
• Skills-based job matching
• Workforce development programs
• Older adult employment

Headquarters

HQ city

Tel Aviv

HQ country

Israel

HQ region

Middle East

Offices1 record

Markets served

GTM type

B2B and B2C

Offering type

Services

Cost components

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

Revenue model

1. Donations and Charitable Contributions: VeHadarta relies on donations from individuals, corporations, and foundations to fund its operations and programs supporting older adult employment and advocacy.
2. Government Grants and Partnerships: The organization receives support and funding from government ministries, particularly the Ministry of Social Equality, to operate national employment programs such as Darush Nisayon.
3. Sponsorship and Corporate Partnerships: Corporate sponsors including Strauss, Leumi, Gazit, Hapoalim, Migdal, and others provide financial sponsorship in exchange for association with the organization's social mission and employer branding initiatives.

Go-to-market motion3 records

Distribution channels4 records

Marketing channels8 records

Core offering

VeHadarta is a registered Israeli nonprofit association that combats ageism and promotes employment for adults aged 50+. It operates the AI-powered SKEELZ skills-matching platform to connect older job seekers with employers, runs community-based programs such as the Netta activity center and the Mabat Sheni academic-to-teaching retraining program, and conducts policy advocacy and public-awareness campaigns to advance age-diverse hiring. Services are provided free of charge to job seekers, funded by donations, government grants, and corporate sponsorships.

Product overview

Vahadrat (והדרת הכוח השלישי) operates a portfolio of programs focused on employment, community empowerment, and advocacy for adults aged 50+. The core current product is SKEELZ — an AI-powered skills-based hiring platform for job seekers aged 55+, which replaced the legacy 'דרוש ניסיון' employment portal (2012–2022). Supporting programs include נטע, a community center in Kiryat Shmona for adults 50+; מבט שני, an academic retraining program for teaching; and Dig:it, a digital literacy assistance service. The organization also conducts policy advocacy and awareness campaigns against ageism.

Differentiator

Problem solved

Functional benefit

Brands

• SKEELZ: AI-powered skills-based job matching platform for candidates aged 55+ connecting them with employers based on comprehensive skills assessment.
• Darush Nisyon (דרוש ניסיון)
• Netta (נטע)
• Mabat Sheni (מבט שני)

Products and services

• SKEELZ AI-powered skills-based hiring platform that matches job seekers aged 55+ with employers based on a comprehensive skills mapping. Candidates register, rank their skills, and receive a personalized ranked list of job recommendations; employers gain access to a curated pool of experienced older talent.
• Netta (נטע) Activity Center Community center in Kiryat Shmona for adults aged 50+ offering courses, social initiatives, volunteering opportunities, and employment services tailored to the needs and aspirations of older adults in the eastern Galilee.
• Mabat Sheni (מבט שני) Academic-to-teaching retraining program in partnership with academic institutions, local authorities, and civil society organizations that retrains academics aged 50–75 to receive teaching certificates, addressing Israel's national teacher shortage while providing a second-career pathway.
• Dig:it Digital assistance service offering support and guidance to older adults on using digital technologies and navigating new digital tools.

Quantifiable outcome

• Over 4,000 placements of job seekers aged 60+ through the Darush Nisayon portal (2012–2022)
• +2 more outcomes

Named customers4 records

Segments3 records

Ideal customer profiles3 records

Technology focussed Yes

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

AI capability1 record

Feature1 record

Partnerships

Twelve partnerships are on record, tiered minor and core.

• Strauss Group (קבוצת שטראוס)minorOthers · 1 January 2018Strauss Group appears as a corporate sponsor of VeHadarta, supporting the organization's activities and mission to promote employment for older adults.
• Ministry of Social Equality (המשרד לשוויון חברתי)coreStrategic or Co-development PartnerThe Ministry of Social Equality was a key government partner in establishing and supporting the Darush Nisayon employment portal, recognized as a national employment program for older adults.
• Mataf (מטב)coreStrategic or Co-development PartnerVeHadarta operated the Darush Nisayon portal in cooperation with and with the assistance of the Mataf association, providing additional support for the national employment initiative.
• Leumi Bank (בנק לאומי)minorOthersLeumi Bank is listed as a corporate sponsor and donor to VeHadarta, supporting the organization's social mission.
• Gazit Globe (גזית גלוב)minorOthersGazit Globe appears as a corporate sponsor and donor supporting VeHadarta's activities.
• Bank Hapoalim (בנק הפועלים)minorOthersBank Hapoalim is listed as a corporate sponsor and donor to VeHadarta.
• Migdal Insurance (מגדל)minorOthersMigdal Insurance appears as a corporate sponsor and donor supporting VeHadarta's mission.
• Arison Foundation (קרן אריסון)minorOthersThe Arison Foundation appears as a donor and supporter of VeHadarta's activities.
• Jewish Federation (ההסתדרות היהודית)minorOthersJewish Federation is listed as a donor and sponsor of the organization.
• Ministry of Labor Innovation Division (זרוע החדשנות של משרד העבודה)coreStrategic or Co-development PartnerThe Innovation Division of the Ministry of Labor provides support and funding for the Skeelz initiative, aligning with national efforts to expand employment opportunities for older adults.
• Round-up Foundation (קרן עגול)minorOthersRound-up Foundation appears as a supporter and donor of VeHadarta.
• retain.aicoreTechnology or IntegrationRetain.ai is a company specializing in the development of AI engines in the HR field. The company provides the AI technology powering the Skeelz platform's skills-matching capabilities.

Scale indicators4 records

Recent moves7 records

Expansion highlights5 records

Direct peers

• Generation: Global nonprofit operating employment-skills training programs for underemployed adults, including mid-career transitions. Comparable model of employer-aligned skills training and placement, though Generation serves broader age groups and geographies.
• AARP Foundation: US-based nonprofit arm of AARP focused on workforce opportunities for 50+ adults and combating ageism. Directly comparable mission and target population to VeHadarta, with much larger scale and similar employer engagement model.
• ESHEL: Israeli Association for the Planning and Development of Services for the Aged. Directly comparable as an Israeli nonprofit providing services and advocacy for older adults, sharing the same national geography and target population.
• Encore.org: US nonprofit focused on second-act/encore careers for adults 50+, promoting purposeful work in later life. Closely aligned with VeHadarta's mission to enable meaningful employment and self-fulfillment for older adults.
• JVS (Jewish Vocational Service): US-based Jewish-affiliated nonprofit providing vocational training, career services, and employment placement, often serving older workers and underserved populations. Comparable nonprofit employment-services model with cultural affinity to VeHadarta's Israeli-Jewish mission context.

Emerging players

• Per Scholas: US nonprofit providing tuition-free technology skills training and job placement for underemployed adults. Comparable employer-driven skills training and placement model, though focused on tech and broader demographics rather than older workers specifically.
• Year Up: US workforce development nonprofit serving young adults from underserved communities with training and corporate placement. Comparable employer-aligned placement model, though serving younger demographics than VeHadarta's 50+ focus.
• Upwardly Global: US nonprofit helping skilled immigrants and refugees relaunch professional careers in the US. Comparable model of skills-based professional placement with employer engagement, though targeting a different underserved population.
• Older Adults Technology Services (OATS): US-based nonprofit focused on digital literacy and technology access for older adults. Comparable in providing digital skills services (like VeHadarta's Dig:it program) and serving the same third-age population with focused programming.

Broad incumbents

• Eurofound: EU agency providing research and policy analysis on employment, including older worker issues. Comparable focus on the third-age employment agenda from a research/policy perspective, serving as a broader incumbent in the same problem space.

Market position

Strengths5 records

Weaknesses4 records

Competitive moat5 records

Key risks3 records

Key highlights6 records

Customer concentration

• YouTubeyoutube.com/@skeelz3632
• Facebookfacebook.com/Vehadarta
• LinkedInlinkedin.com/company/skeelz-il/?viewAsMember=true
• Instagraminstagram.com/wehaveskeelz

Revenue estimate

Valuation estimate

Number of profiles

Profiles2 records

Funding overview

Funding rounds

Investors

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M&A

Investments

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

Frequently asked questions about Vahadrat