He spent eight years as an officer in IDF marine special forces. Then he picked a smaller, stranger enemy: the insurance form you never finished filling out.
The question is this: why is it still so hard to fill out a form? Tal Daskal has been asking it since 2016, which is a long time to care about something most people spend their lives trying to avoid. He is the CEO and co-founder of EasySend, a company whose entire reason for existing is that banks and insurers still run on PDFs, paper, and processes that make customers give up halfway through.
EasySend is a no-code platform. You take a paper form or a PDF, and the software turns it into a digital journey - an online flow a customer can actually complete, built by a business team in minutes rather than by an engineering team over months. Daskal is a true believer in that shift. He argues, in interviews and in his writing for the Forbes Technology Council and VentureBeat, that the people who understand the customer pain inside a bank should be the ones building the fix, not waiting in a queue behind the IT department.
In July 2025 the company relaunched around AI: a redesigned platform with products named Journeys, EasySign and a Workflow Manager, plus native two-way Salesforce syncing. Daskal's framing was characteristically flat and mission-shaped: "This is a major milestone in our mission to eliminate friction in customer-facing processes." No fireworks. Just the same enemy, a bigger weapon.
What makes the story worth telling is not the category - digital transformation is a phrase that has been drained of meaning by a thousand consultants - but the specificity of how it started, and the fact that the founder used to point rifles for a living and now points at PDFs.
"This is a major milestone in our mission to eliminate friction in customer-facing processes."- Tal Daskal, on EasySend's 2025 AI platform launch
The company started, by its own account, from an attic. Three fintech people - Tal Daskal, Omer Shirazi and Eran Shirazi - had all worked inside finance and insurance, which is to say they had personally suffered the paperwork. That matters, because the first customer problem in a startup is usually distribution, and they solved it by cheating in the most honest way available: they sold to a place they already knew.
The early customer was an investment house where the founders understood the internal pain firsthand - the exact forms, the exact PDFs, the exact employees drowning in them. This is the underrated founder move. You don't guess at the pain. You already felt it, from the inside, and you know precisely who to call.
From there the pattern is a familiar one for an Israeli SaaS company, just executed patiently: a $5M seed in 2018, expansion to the US and Europe in 2019, an $11M Series A in 2020 with Intel Capital and a Salesforce partnership, and then the $55.5M Series B in 2021 led by Oak HC/FT. The attic became offices in New York, Germany and Tel Aviv.
*Cumulative through Series A. Figures per company statements and press reporting; some rounds include venture debt.
Everyone talks about customer experience in the abstract. Daskal picked the least glamorous part of it - the moment a customer has to fill something out, which is exactly where they quit and where deals quietly die.
His argument for no-code isn't speed for its own sake. It's about who gets to build inside an enterprise - shifting that from engineers to the business teams who actually feel the customer's pain.
The pandemic didn't invent digital transformation; it removed the excuse to delay it. Insurers that had stalled for years suddenly needed EasySend overnight. The market caught up all at once.
Before startups, Daskal spent eight years as an officer in IDF marine special forces. It is not a background you associate with document-management software, and that mismatch is part of what makes the persistence legible: he treats a decade on one problem the way you'd treat a long deployment.
EasySend's official Twitter handle is @easy_send - the underscore doing a lot of quiet work. The company's mission statement leans on the word "limitless," and its products carry deliberately frictionless names: Journeys, EasySign, DynamicDoc.
Tal Daskal is the CEO and co-founder of EasySend, a Tel Aviv and New York-based no-code platform that turns paperwork like PDFs and manual forms into digital customer journeys for banks, insurers and financial institutions. He started the company in 2016 with brothers Omer and Eran Shirazi, reportedly working out of an attic, after seeing the paperwork problem first-hand inside the finance industry. A former IDF marine special forces officer, Daskal has raised roughly $77M for EasySend, including a $55.5M Series B in 2021, and now pushes the company toward AI-powered digital journeys serving enterprises like AXA, IKEA and Sompo International.
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