LeverageIT acquires WordPress development agency illuminea to tap Israeli market

Toronto-based digital marketing agency LeverageIT has acquired Israel-based WordPress development agency illuminea for an undisclosed amount.

illuminea offers website design, development, consulting, hosting and maintenance for their clientele, which includes startups like MyHeritage, Freightos, and Fundbox, as well as Bar Ilan University and Tel Aviv University. The purchase will allow illuminea to offer LeverageIT’s digital marketing services to its clientele, while LeverageIT gets a new hub in Jerusalem, adding to its current offices in Detroit and Toronto.

“We are very excited to engage with the Israeli market and gain a foothold in a landscape known for its startup and tech-first approach.”
– Meir Bulua, LeverageIT CEO

“This partnership is exactly what I could have hoped for in navigating the future growth for illuminea,” said illuminea founder Miriam Schwab, who will continue to play a role in the company following the acquisition. “I’m very much looking forward to the continued success of illuminea.” 

LeverageIT specializes in digital marketing, through branding, web design and post-launch marketing. Founded in 2013 in Toronto, the agency employs over 30 people in four countries. In addition to helping brands like Vince Camuto and Olympia Tile, LeverageIT has also partnered with startups like Enthusiast Gaming, MediSeen, and Curbngo.

“We are very excited to engage with the Israeli market and gain a foothold in a landscape known for its startup and tech-first approach,” said Meir Bulua, CEO of LeverageIT. “Miriam and illuminea’s reputation in both the startup and WordPress communities made it the perfect partner to launch our Israeli venture.”

Speaking with BetaKit via email, Bulua pointed to the opportunities offered by illuminea’s home country as LeverageIT’s motivation for pursuing a company in the Israeli market.

“There is an unbelievable opportunity in Israel,” he said. “Some of the top acquisitions over the last few years came out of the country.”

In addition to the talent pool of Israeli startups (as well as branch offices of global tech companies like Microsoft, Facebook, Intel, and Google), Bulua pointed to the $6.47 billion USD invested by the country in startups in 2018.

“Our team partners with Toronto-based startups, so one of our other objectives with this venture is to raise capital for some of our Canadian startup partners.”

Pictured left to right: Aviva Krygier (Managing Director of illuminea), Miriam Schwab (Founder of illuminea), Ekaterina Torgovnikov (Marketing & Project Management at LeverageIT).

Image courtesy of illuminea.

Isabelle Kirkwood

Isabelle Kirkwood

Isabelle is a Vancouver-based writer with 5+ years of experience in communications and journalism and a lifelong passion for telling stories. For over two years, she has reported on all sides of the Canadian startup ecosystem, from landmark venture deals to public policy, telling the stories of the founders putting Canadian tech on the map.

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