# Jonathan Friedman

> Jonathan Friedman is the co-founder and former CEO of Demostack, which he established in 2020 with Aaron Hakim and Gilad Avidan. Previously involved in StudentEvents and Reactful, he helped build TripActions Liquid before turning the difficulty of demonstrating software into a separate business. He announced his CEO departure in April 2025 and discussed small-team, limited-funding startups in a March 2026 interview.

- **Role:** Co-founder of Demostack; former CEO
- **Organizations:** Demostack, Reactful, TripActions, StudentEvents, Print-Center.nl
- **Education:** Master’s in finance, Rotterdam School of Management, Erasmus University, The Wharton School
- **Known for:** Helped take TripActions Liquid from an early concept to a strategic business unit in twelve months, according to his professional biography., Co-founded Demostack and led it through its 2022 Series B announcement., Developed and published the demo efficiency frontier framework in 2022.

## Career timeline

- **—** — Studied in the Netherlands and worked on Print-Center.nl and StudentEvents.
- **—** — Co-founded Reactful with Aaron Hakim.
- **2019** — Joined TripActions in a product leadership role; helped build Liquid.
- **2020** — Co-founded Demostack with Aaron Hakim and Gilad Avidan.
- **2022** — Demostack announced a $34 million Series B led by Tiger Global.
- **2025** — Announced he was stepping away as CEO; Aaron Hakim would take over.
- **2026** — Discussed indie startups, AI and product experience on StartupsUnedited.

## Achievements

- Helped take TripActions Liquid from an early concept to a strategic business unit in twelve months, according to his professional biography.
- Co-founded Demostack and led it through its 2022 Series B announcement.
- Developed and published the demo efficiency frontier framework in 2022.

## Latest updates

- **2026-03** — Appeared on episode 98 of StartupsUnedited, published March 24, to discuss AI, product experience and indie startups.
- **2025-04** — Announced his departure as Demostack CEO and a handover to Aaron Hakim.

## Links

- Website: https://www.demostack.com/
- LinkedIn: https://www.linkedin.com/in/jonathan-friedman/

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Profile page: https://yespress.io/jonathan-friedman
Published by YesPress — https://yespress.io
Last updated: 2026-10-24