Maayan Adam Steps Back from "Maami" Consumer Club for New Influencers

Maayan Adam, founder of the "Maami" consumer club, announced a significant shift in the organization's operational model, stepping back to allow other influencers to join and lead. The change was revealed in a humorous video depicting a WhatsApp conversation among the "Maami 2.0" management. The video explains that over the past few months, a new technology was developed to enable additional influencers to join the club, select deals, recommend them to their followers, and earn from these activities. This strategic move aims to expand "Maami" beyond its previous model, which centered primarily on Adam's recommendations.

Adam's reaction to the plan, as shown in the video, was initially one of surprise, stating, "I'm in shock." However, upon understanding the initiative, she approved the launch, exclaiming, "OMG, let's go yes." The video humorously notes that the team had "nine months" to prepare for this, framing the change as beneficial for Adam, who "needs to rest" during her maternity leave.

The expansion comes as "Maami" continues its growth trajectory. Founded in February 2024, the club reportedly has 400,000 members, with approximately 300,000 accessing the app monthly. In July, a "Maami" credit card was launched in partnership with Isracard, attracting 20,000 customers within its first month.

Previously, Adam revealed in an interview that she had received acquisition offers, including one for 300 million shekels, but chose to retain control of the venture. She established "Maami" without external investors, initially investing 700,000 shekels of her own funds. With the club now opening its platform to more influencers and Adam taking a break for maternity leave, "Maami" is poised for further development, allowing more content creators to participate while Adam continues to oversee the company's management.