Proply

Company Overview

Snapshot

Founded in January 2026 by Ron Novotny and Ofer Shor, Proply operates with 1–10 employees. The company is currently in its Pre-Funding stage, focusing on developing an AI-based decision engine for the Israeli real estate market. In April 2026, Proply launched its AI-based decision engine for property purchases in Israel.

Business overview

Proply, operating under the alternative name Asplusai, provides an AI-based decision-support platform for individuals navigating real estate and mortgage decisions in Israel. The company's core technology combines fresh market data, proprietary algorithms, and human real estate expertise to help users model new mortgages, refinance existing loans, plan property purchases, evaluate asking prices, and design investment strategies. Proply serves the Israeli real estate market, analyzing income, equity, repayment capacity, risk profiles, and macroeconomic indicators to offer scenarios for affordable ranges, mortgage mixes, and buy/sell strategies. It benchmarks properties against comparable transactions, identifies risks and opportunities, and can automate the collection and comparison of mortgage offers from banks. The platform operates in the Business Software sector, with a focus on Data Analysis & Decision Support, leveraging Artificial Intelligence for the Real Estate & Construction target customer.

Strategic signal

In April 2026, Proply launched an AI-based decision engine for property purchases in Israel. This development signals the company's entry into the market with a specialized tool designed to assist individuals with complex real estate and mortgage decisions. For investors, this indicates Proply's progression from development to market deployment, validating its AI-driven approach to address a specific need within the Israeli real estate sector and potentially setting a new standard for property investment analysis.

Company Intelligence Q&A

When was Proply founded?

Proply was founded in January 2026 by Ron Novotny and Ofer Shor.

What is Proply's primary focus?

Proply focuses on providing an AI-based decision engine for Israeli real estate, mortgages, and property investments, aiming to assist individuals in making informed decisions.

What is the current employee count at Proply?

Proply currently has 1–10 employees.

What is Proply's product stage?

Proply's product is currently in Beta stage, having launched its AI-based decision engine in April 2026 to help users evaluate property purchases and mortgage suitability.

What was a significant recent development for Proply?

In April 2026, Proply launched its AI-based decision engine, the first of its kind in Israel, to help users evaluate property purchases and mortgage suitability.