Former Israeli Football Star Shimon Gershon Builds Diverse Business Ventures Including Fintech Startup
Shimon Gershon, a celebrated former Israeli footballer who retired 16 years ago, has successfully transitioned into multiple business ventures. After a distinguished sports career with Hapoel Tel Aviv, Beitar Jerusalem, and the Israeli national team, Gershon became a franchisee of two Arkafe coffee shops in Tel Aviv, one of which ranks among Israel's top performers in sales. He also ventured into hospitality and real estate, co-owning the Alma boutique hotel in central Tel Aviv, which he sold profitably before the COVID-19 pandemic.
Currently, Gershon focuses on his fintech startup, "Direct Guarantees," which he founded with an investment of approximately 12 million shekels. The company offers an online platform that enables renters to provide landlords with a digital guarantee equivalent to three months' rent without a cash deposit. This service addresses a common financial hurdle for young renters who struggle to provide large upfront guarantees, while landlords receive secure protections similar to traditional bank guarantees. The platform uses rapid digital identity verification and credit background checks, allowing approvals within minutes.
Gershon emphasizes the importance of financial literacy for athletes retiring from sports, noting that many face identity and financial crises post-retirement. He contrasts his generation's rush to buy property with today's younger players who prefer liquidity and investment flexibility. Gershon also highlights his wife, actress Mali Levi, as an active partner in his business decisions.
Beyond business, Gershon has engaged in creative projects, including a brief music career and authoring youth football books. He recently completed a screenplay for a family comedy film, hoping to develop it with his wife as an actress. Their children are involved in football and the arts, reflecting the family's diverse interests.
Gershon's story illustrates a successful shift from sports to entrepreneurship, combining practical business ventures with innovative fintech solutions and creative endeavors.
