# Elie Rubin

> Elie Rubin is the Jerusalem-based founder, CEO and chairman of Squaretalk, the cloud communications business previously known as Innitel and Deskforce. His career spans commercial banking, publishing and telecommunications, with Squaretalk evolving from a self-funded service business into a contact center and sales automation platform.

- **Role:** Founder, CEO and Chairman of the Board at Squaretalk
- **Organizations:** Squaretalk, Deskforce, Innitel, IsraTimes, Bank of Jerusalem, Israel Defense Forces
- **Education:** BA, York University, MBA, Hebrew University of Jerusalem
- **Known for:** Led the company through its Innitel, Deskforce and Squaretalk identities., Deskforce announced back-to-back Deloitte Technology Fast 50 recognition while bootstrapped., Led the first announced external investment round in April 2019.

## Career timeline

- **Before 2010** — Roles included senior commercial loan officer at Bank of Jerusalem and publisher/editor at IsraTimes; exact employment dates are not established.
- **2009** — Encountered Dan Leubitz, an old youth movement friend, in a Jerusalem bank; the reunion helped lead to their collaboration on Innitel.
- **2010** — Founding year listed by Squaretalk.
- **2015** — Led Innitel when it partnered with infrastructure provider Leaseweb.
- **2017** — Deskforce, formerly Innitel, announced Deloitte Technology Fast 50 recognition and reported 710% revenue growth for 2013-2016.
- **2019** — Deskforce announced its first investment, a Series A from Cornerstone Venture Partners.
- **2021** — Discussed the Squaretalk rebrand and Lynx integration product in a June interview.
- **2025** — Squaretalk announced a new platform in May and WhatsApp integration in July.
- **2026** — Appeared with Lawrence Tepperman in the first Squaretalk podcast, described on a company page dated October 9.

## Achievements

- Led the company through its Innitel, Deskforce and Squaretalk identities.
- Deskforce announced back-to-back Deloitte Technology Fast 50 recognition while bootstrapped.
- Led the first announced external investment round in April 2019.

## Latest updates

- **2026-10** — Squaretalk’s podcast launch page, dated October 9, features Rubin in conversation with Berkeley Payments CEO Lawrence Tepperman.
- **2025-07** — Squaretalk announced WhatsApp integration in a July 31 release quoting Rubin.
- **2025-05** — Squaretalk announced a new contact center platform and a broader sales automation direction on May 5.

## Links

- Website: https://squaretalk.com/
- LinkedIn: https://www.linkedin.com/in/elierubin

---

Profile page: https://yespress.io/elie-rubin
Published by YesPress — https://yespress.io
Last updated: 2026-10-15