# Yoav Zurel

> Yoav Zurel is the New York-based co-founder and CEO of Pontera, formerly FeeX. A computer-science graduate and Zell Entrepreneurship Program alumnus, he helped build a consumer investment-fee analysis service into software for financial advisers working with held-away retirement accounts. His public advocacy focuses on allowing savers to obtain workplace retirement guidance from their chosen advisers.

- **Role:** Co-founder and CEO at Pontera
- **Organizations:** Pontera (formerly FeeX), Wix, Zell Entrepreneurship Program
- **Education:** Computer Science degree, Reichman University (formerly IDC Herzliya), Entrepreneurship program, IDC Herzliya, Zell Entrepreneurship Program
- **Known for:** Co-founded and has led Pontera since its FeeX origins in 2012., Led the company’s transition from consumer fee analysis to adviser retirement-account technology., Pontera reported $160 million in total funding in December 2023, including a $60 million ICONIQ Growth-led round.

## Career timeline

- **2010–2011** — Worked as a support engineer at Wix.
- **2011–2012** — Participated in the Zell Entrepreneurship Program at IDC Herzliya.
- **2012** — Co-founded FeeX with David Weisz, Uri Levine and Eyal Halahmi.
- **2018** — FeeX launched its financial-adviser platform for managing long-term savings.
- **2022** — FeeX rebranded as Pontera; announced $80 million across three funding rounds.
- **2023** — Pontera announced a $60 million ICONIQ Growth-led round and $160 million total funding.
- **2025** — Published an open letter challenging Fidelity restrictions on credential-based account access.
- **2026** — Pontera described an additional non-discretionary advice model with client-led implementation.

## Achievements

- Co-founded and has led Pontera since its FeeX origins in 2012.
- Led the company’s transition from consumer fee analysis to adviser retirement-account technology.
- Pontera reported $160 million in total funding in December 2023, including a $60 million ICONIQ Growth-led round.
- Included in Forbes Israel’s 2015 30 Under 30, as reported by The Times of Israel in 2016.

## Latest updates

- **2026-09** — Pontera described a non-discretionary advice model in which advisers recommend and clients implement, supported by guided workflows and supervision records.
- **2025-10** — Zurel published an open letter criticizing Fidelity’s account-access restrictions; Fidelity disputed the characterization and cited credential-sharing concerns.

## Links

- Website: https://www.pontera.com/
- LinkedIn: https://www.linkedin.com/in/yoav-zurel-2661a11a/

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Profile page: https://yespress.io/yoav-zurel
Published by YesPress — https://yespress.io
Last updated: 2026-10-25