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first time raising funds Natural Intelligence goes for $100 million at 1 Billion valuation

Natural Intelligence, a 12-years old Israeli bootstrapped company, which operates comparison websites and works in the space of intent marketing, is now aiming to raise over $100 million, according to Calcalist.

Founder Nir Greenberg Natural Intelligence, source company website
Founder Nir Greenberg, Natural Intelligence

Natural Intelligence, a 12-years old Israeli bootstrapped company, which operates comparison websites and works in the space of intent marketing, is now aiming to raise over $100 million, according to Calcalist.

The funds will be used for a variety of options, including a SPAC merger and acquisitions. “We compete with Facebook, Google, Taboola, and every other marketing channel in practice,” CFO Tomer Amitai told Calcalist. “The bottom truth is that we are judged on our ability to bring in a user who is ready to buy. During Covid, we noticed a number of intriguing developments, the most noticeable of which was the influx of online psychologists and mental health services, as well as the growth of digital wellness as a significant market for us.”

The company’s current focus areas are financial services, insurance, b2b services, digital health, and home services.

Nir Greenberg, the company’s sole owner, found Natural Intelligence in 2009. He came up with the idea of ranking the top ten businesses or services in a category to make the decision-making process easier.

Natural Intelligence presents the top ten brands in each category. Whereas other lists were mainly funded by advertisements, they could not be considered objective. The concept is to show the consumer what other people who are similar to them have purchased in the past.

Natural Intelligence never needed external money. They acquired Israeli startup Cappsool in March 2017. In 2019 they acquired two companies. British company Tipstrr, and an online sports betting projection tool developing company Sidelines.io. All for an undisclosed amount.

The company offices in Teal Aviv, New Jersey, U.S. It employs 300 people and reported over $300 million in revenue in 2020.

Natural Intelligence supports the LGBT community. It offers 50,000 NIS to any LGBT employee who performs a surrogacy operation outside of the country. The Financial Times named Neta Feller, the company’s Chief People Officer, as one of the top 50 Ally executives for 2018.

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