In the fast-paced world of Israeli tech, few stories resonate as powerfully as that of Lavi Ferdman, SVP of Growth and Co-founder of Upwind, a trailblazing cloud security platform. From his formative years in the Israeli Defense Forces to leading two groundbreaking startups, Ferdman joins Yoel Israel of IsraelTech to share his journey, which embodies resilience, innovation, and a deep commitment to empowering teams and customers alike.
From Mamram to the Boardroom
Lavi’s entrepreneurial foundation was built during his service in Mamram, the Israeli Defense Force’s elite technology unit often referred to as the “AWS of the Israeli military.” Tasked with developing and managing critical infrastructure supporting intelligence, logistics, and combat units, Lavi and his team were responsible for creating secure, interconnected systems under immense pressure. Reflecting on this experience, Lavi emphasizes, “At 18, we were handling the military’s most critical infrastructure. If we failed, the army couldn’t function.”
This ethos of responsibility and self-reliance became a cornerstone of his leadership philosophy. In Mamram, there was little room for hierarchy; instead, soldiers were trusted to learn and solve problems independently. “The army teaches you to self-learn,” Lavi notes. “It gives you the confidence to tackle problems that others might face only a decade later.”
The Birth of Spot.io
After leaving the army, Lavi and his co-founders – friends since their military days – embarked on their first entrepreneurial venture: Spot.io, a startup leveraging excess cloud capacity to optimize costs for enterprises. The idea was sparked during their computer science degree program, a partnership between the IDF and a local university.
Despite initial skepticism from VCs, many of whom doubted a business model centered on cost savings, Spot.io rapidly proved its value to customers. By demonstrating real-world success stories, Lavi and his team won over investors and eventually grew Spot.io into a global powerhouse. In 2020, Spot.io was acquired by NetApp for $450 million, a landmark deal that showcased the team’s ability to innovate and scale.
The Launch of Upwind
Fresh from their success at Spot.io, Lavi and his team sought to tackle an even more complex challenge: cloud security. Drawing from their military and entrepreneurial experiences, they launched Upwind in 2022 with a bold vision to revolutionize how security teams prioritize and address vulnerabilities.
Upwind’s approach integrates real-time runtime data, software development lifecycle insights, and infrastructure details to provide unparalleled visibility into critical security issues. “We combine these data sets to help security teams focus on what really matters,” Lavi explains. This unique capability allows Upwind to stand out in a crowded cybersecurity market dominated by giants like Palo Alto Networks and CrowdStrike.
Fail Fast, Learn Faster
A hallmark of Lavi’s leadership style is his embrace of the “fail fast” philosophy. At both Spot.io and Upwind, his teams are encouraged to experiment, measure outcomes, and pivot quickly when necessary. “The key is to avoid falling in love with your ideas,” Lavi advises. “Always measure your progress with clear KPIs and be ready to adapt.”
This iterative approach extends to Upwind’s customer-centric ethos. “We don’t write a single line of code without customer input,” Lavi states. By engaging directly with security leaders, Upwind ensures that its solutions address real-world challenges.
A Culture of Empowerment
One of the most striking aspects of Lavi’s leadership is his focus on empowering employees. Drawing from his military background, he fosters an environment where individuals are trusted to make decisions and take ownership. “What people do when no one is looking – that’s culture,” Lavi says. By instilling this mindset, he enables his team to operate with autonomy and purpose.
At Upwind, culture is more than a buzzword; it’s embedded in every aspect of the business. From the way employees communicate to how they approach problem-solving, the company’s values are lived and breathed daily. “We give feedback based on culture,” Lavi explains. “It’s not just about outcomes but how those outcomes align with our principles.”
Looking Ahead
With $80 million raised in seed funding and a team of 150, Upwind is poised for rapid growth. But for Lavi, success isn’t measured by revenue alone. “We’re building a healthy business that empowers the tech industry in Israel and beyond,” he says. By staying true to their mission and values, Lavi and his team aim to redefine cloud security while fostering innovation and growth in the global tech ecosystem.
Lessons for Aspiring Entrepreneurs
Lavi’s journey offers invaluable insights for budding entrepreneurs:
- Prioritize Self-Learning: “Learn how to learn,” Lavi advises. Whether in the military, academia, or the workplace, the ability to teach yourself is a critical skill.
- Focus on Customers: Obsess over your customers’ needs, not investors’ expectations. “Work backwards from customers,” Lavi emphasizes.
- Embrace Failure: Failure isn’t the enemy; it’s a stepping stone to success. “Fail fast, learn faster,” he says.
- Build a Strong Team: Investors trust teams more than ideas. Assemble a group of people who share your vision and values.
From Mamram to Upwind, Lavi Ferdman’s journey is a testament to the power of resilience, innovation, and a culture of trust. As Upwind continues to grow, its story serves as an inspiration for anyone looking to turn challenges into opportunities and ideas into impact.
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