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Moises Cohen

Director, co-founder at The Floor

Over 14 years Banking experience.
Former Financial Services and Innovation Lead at Accenture Israel. Extensive exposure and connections within the Fintech ecosystem in Israel and abroad.

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Rebecca Shao

Head of APAC at The Floor
Project Manager Desafía Tel Aviv

Over 10 years capital experience with Morgan Stanley, Goldman Sachs and JP Morgan across a spectrum of banking businesses & products;
PhD candidate in Finance at SUFE, China and a visiting PhD researcher at the Hebrew University of Jerusalem, Israel


Desafía is a public, non-profit initiative that facilitates the successful landing of Spanish technology companies in Tel Aviv & Hong Kong. 


We are based in Tel Aviv.

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Founding partners


ICEX Spain Trade and Investment is a public corporation of the Spain’s Ministry of Industry, Commerce and Tourism. ICEX Spain Trade and Investment in collaboration with the Trade Commissions of Spain are offering companies and professionals that are interested in doing business with Spain, a dedicated area from which they can access all the information that they need. is the public corporate entity attached to the Ministry of Economy and Enterprise, which is responsible for promoting the development of the Information Society in Spain.

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