Fullpath

Fullpath is an Israeli‑American startup headquartered in Jerusalem, founded by Aharon Horwitz (CEO), Yishai Goldstein (CTO), and Eliav Moshe (CPO). The three founders anticipated a major shift in the enterprise‑software market, the most significant since the move from on‑premises deployment to the cloud. While the first wave of AI focused on enhancing existing tools, the next wave — led by Fullpath — will replace entire categories of tools with intelligent platforms.

The founders believe this shift will be especially visible in traditional industries, which suffer from fragmented software stacks and pay premium prices for solutions that actually work.
Fullpath built its platform to transform one of the largest of traditional industries - automotive retail - by delivering advanced artificial intelligence and smart automation. The company’s vision is to be the operating system for transportation retail, enabling car dealerships - the retail points of sale - to operate their businesses with powerful AI and automation.

The Fullpath Story

Fullpath’s founders come from unconventional backgrounds, shaping a new kind of tech leadership. Aharon Horwitz (Cleveland-born, Columbia educated, living in Jerusalem) emerged from the nonprofit and social-impact world, giving him a perspective on business challenges that many entrepreneurs overlook. For him, success was measured by impact and movement-building, not solely financial metrics.
Yishai Goldstein and Eliav Moshe also volunteered in the social-impact space but paired that experience with rigorous training in mathematics and technology at Hebrew University and time at tech companies. Combining their energy with Jerusalem’s dynamic innovation scene and a shared drive to transform an important industry, the trio first set out to serve small and medium-sized businesses. Along the way, they discovered the automotive sector - essential yet often overlooked - as ripe for transformation.
Guided by Jerusalem-based mentors and investors, (including their first major institutional backer PICO Partners, a firm blending social impact with venture capital), they were quickly captivated by the dealership world – locally rooted businesses that provide good wages, serve their communities, and offer merit-based paths to social and financial mobility.
Determined to build technology that could reshape the industry, the founders immersed themselves fully into the world of car dealerships. They interned on sales and service lanes, learned every dealership role, engaged with staff at all levels, and absorbed everything they could about the business from the ground up. Within a few years the Fullpath team grew into a combination of tech forward operators and professionals with years of experience in automotive. Dealers, leaders, and industry vendors proved generous with their time and open to taking risks on innovation — creating the perfect soil for Fullpath’s seed to grow.

Understanding Fullpath’s Technology

Fullpath believes that as generative AI becomes mainstream, big platforms will replace single-purpose tools. The key is access to well-structured, instrumented data so AI can perform tasks autonomously under human oversight. To this end Fullpath built a core Customer Data Platform (CDP) that has brought data integrity to large and small dealer groups across North America. On top of its CDP, Fullpath has developed an AI-powered marketing automation system that learns and performs tasks automatically. This combination has consolidated tens of vendors into one single platform and enabled dealers to clean up their data with the goal of creating smart, AI-driven, personalized sales journeys across the customer lifecycle. The result? Smoother, more efficient and more trustworthy shopping experiences that help dealers build long-term customer relationships.

Recent Growth and Acquisitions

Relentless focus on customer success has driven Fullpath’s rapid expansion. The company scaled quickly in its early years, growing at over 100% year‑over‑year, and in November 2022, Fullpath closed a $40 million growth round led by Riverwood Capital to accelerate product development and go‑to‑market growth. In August 2025 Fullpath acquired Fuse Dynamic Payments, an integration that brings frictionless, offer generation capabilities into the Fullpath product ecosystem, further enhancing the customer journey. Headquartered in Jerusalem with offices in Tel Aviv, Michigan, New Jersey, Utah, and Vermont, Fullpath employs more than 260 people across Israel and the US. At Fullpath, every team member is a builder: trusted with real ownership, valued for their perspective, and empowered to drive impact across the business. The company proudly partners with leading automotive OEMs including GM, Stellantis, Maserati, Jaguar Land Rover, Porsche, Subaru, and more to bring our top technology to more dealerships across North America. Today Fullpath serves over 1,500 dealer clients, from independent single‑store operations to large enterprise dealership groups, providing solutions that scale for both small and major businesses.