Liat Mordechay Hertanu
Co-Founder and CMO of 24me

© Meytal Mordechay Schwartz

Q: How does it feel to run your own business?

A: Mix of feelings: fun, scary, amazing, rewarding and for the most part – no limits!

Changing the way we manage our lives

The concept of 24me came out of my own life challenges. I built a beautiful family with three kids in less than four years, while relocating to the US, persuing my EMBA and working full time. I was struggling with my most precious resource: time. I remember that day when I was late for a meeting, got a late payment fee for one of my bills and had zero time to fill the refrigerator with groceries. I thought to myself – there must be a better way to juggle everything! That was the moment Gilad, my partner in life, and I decided to build a virtual personal assistant. We wanted to create a technology that would help people all over the world manage their lives efficiently, so they would have more time to enjoy the things they love to do.

We started developing 24me from our baby’s room, and quickly rolled out the first prototype. We got a wonderful response and were featured by Apple in more than 100 countries worldwide as one of the “10 Essential” productivity apps. But even with all that attention, we kept our feet firmly planted on the ground, remained focused on our product and continued with our vision to create real value for people.

Liat Mordechay Hertanu, 37, is from Israel. She is a passionate entrepreneur who always seeks ways to improve lives. She founded 24me Smart Personal Assistant in 2013 with a mission to revolutionize the way people manage their day-to-day living. Liat holds a BA in Computer Science and an EMBA from the US. She was named by Forbes magazine as one of 10 female founders to watch in Israel.

This article was published in ‘the Hundert Vol. 8 – Female Startup Founders Europe’, May 2016.