Ifty Kerzner is President and Co-Founder of Kissterra, the world’s first insurance marketing operating system. A skilled tech entrepreneur in the financial service and data management sectors, Ifty’s passion for business, innovation, and people led him to found several companies. Prior to his career in tech and business, Ifty was part of the Israeli entertainment industry, as both a popular singer/songwriter and host of a TV show. He holds an LLB with distinction, an M.A. in Political Science, and is also a graduate of the Lyndon B. Johnson School of Public Affairs Leadership Program.
1.Can you tell us more about yourself and your career before Kissterra?
My first career was actually in the Israeli entertainment industry, where I was a musician and children’s entertainer. However, coming from an entrepreneurial family, where my father openly encouraged me to follow in his footsteps, definitely had an impact on my career choices long term. At a certain point, I decided to take a leap and try my hand at business, and I can now say that I’m happy I did and satisfied with what I’ve achieved thus far.
2.Could you tell us more about Kisstera? And how would you describe your typical day at work?
I’m a late riser, I wake up at around 10 or 11 AM every morning, and usually decompress in the bath before work. I start my day at Kissterra by going around saying hello and catching up with each member of my team individually, which can take a while with 70 employees and counting. Once I sit down to look at my emails and begin my actual work the pace can get pretty hectic, and I often find myself jumping in and out of meetings and calls until late in the evening. No matter when my day ends, I still manage to find time to de-stress and take a walk to clear my head.
3.According to you, what has changed the fintech landscape over the years?
Obviously, I have to acknowledge Covid, which had a massive impact on finance and how business was conducted around the world. With international borders closing, a lot of businesses went virtual, meaning players could enter the market from anywhere. As a result, we saw an increase in competition and an onslaught of out-of-the-box solutions to new problems.
In addition, due to an open border mentality, I’d say more diversity in technology, and unique approaches to business challenges have popped up in the ecosystem in recent years that have and continue to benefit the industry as a whole.
4.What’s your favorite part about working in this industry?
I really have come to appreciate the room for development, change, and advancement, specifically with reference to insurtech.
It was shocking to me to see that insurance, one of the biggest industries, is also the slowest to adapt.
5.Could you describe how data has changed insurance marketing?
The data in insurance marketing has always been there, so the data itself hasn’t changed in any way in terms of the raw value. But as insurers finally start to utilize predictive analytics and big data query tools, it has forced other aspects of the insurance industry to progress and shift in turn, i.e., marketing. Insurance is reliant on data, and marketing within the insurance industry has shifted to keep up and marketers can now make better use of the information at their disposal. Twitter
6.Could you share insight on Kissterra Labs?
At its core, Kissterra Labs was built on a foundation of collaborative knowledge, entrepreneurial spirit and positive influence. We are looking to help others on their own epic journey toward product-market fit & profitability.
7.How do you describe the concept of Kissterra’s marketing operating system?
Kissterra’s insurance marketing operating system provides insurance companies with an end-to-end, cloud-based solution for their digital marketing and distribution needs. It starts with centralizing data from different parts of the organization (product, claims, etc.) to create actionable marketing insights. The AI-powered marketing management platform empowers insurance companies to optimize all their digital marketing campaigns on one easy-to-use platform and access a data-driven management system of their entire marketing lifecycle from lead generation to acquisition and beyond.
8.According to you, has the insurance sales and distribution process changed with technological advancements?
Yes, the process has undergone changes, similar to how insurance marketing has also changed with technological advancements. To stay competitive, businesses need to put a serious focus on updating their tech if they hope to be profitable in the long run.
9.Could you tell us more about your work culture, and what makes Kissterra’s culture unique?
At our very core, we have a very clear understanding that our company is only as strong as each and every team member, which is why I put such an emphasis on saying hello to each employee individually every morning. We believe it’s critical that our company facilitates a culture of caring and respecting each other because it makes the day more fulfilling and it nurtures a spirit of problem-solving together. We specifically wanted a work culture that accepts mistakes and works to fix them to make sure that everyone is satisfied.
10.What is the biggest piece of advice you would want to give to company leaders?
Make sure your tech is pragmatic. Be lean and build things that provide actual value to your customers.
11.Which quote motivates you to achieve more at work?
A job well done is the only one worth doing – We are driven to see our partners and clients succeed, in turn ensuring our own success. Put your clients first, and make sure your clients win.