When Yuval Samet came to see me some six years ago to brainstorm ideas for his next company, I never imagined it would look like RiseUp. When he came back one year later with Tamara Harel-Cohen and Iftach Bar, looking for investors for their new company, he was sure Aleph wouldn’t invest, because they were only targeting the Israeli market. After all, who would want to initially target a market of only nine million people? When the three of them then said they were planning a subscription financial product targeted at the lower socioeconomic levels of society, they were sure I would walk away. Financial services businesses, after all, should target the top 20%!