Shimon Gershon launches 12 million shekel rental guarantee platform
Former footballer Shimon Gershon has launched a new business venture called Direct Guarantees, a digital platform aimed at renters. The project was reported by Calcalist and announced on June 18, 2026.
The service is designed to let apartment renters provide landlords with a rental guarantee online, without needing to deposit cash or arrange a bank guarantee. According to the report, the process is meant to be fast and fully digital.
In return, the company charges the renter 6.5% of the guarantee amount per year. Gershon said he founded the company with an investment of about 12 million shekels and owns all of its shares.
Gershon, who played for Hapoel Tel Aviv, Beitar Jerusalem and the Israel national team, has been active in business since retiring from football. His holdings have included coffee shops, real estate investments and a hotel in Tel Aviv, and he has also written children's books.
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