Desafía TLV - 2nd edition



  • Desafía Tel Aviv remote immersion program will start on September 14th. The call for applications is now open until September 10th.

  • ICEX and, in collaboration with The Floor, aim to bring Spanish technology companies closer to the Tel Aviv and Hong Kong innovation ecosystems. Due to the unavoidable impact of covid-19 the program will be conducted remotely this year.

Madrid, July 9th Desafía Tel Aviv is an initiative that facilitates the successful landing of Spanish technology companies in Tel Aviv and Hong Kong.

After the success of the 2019 edition, ICEX and are renewing, for a second edition, a remote version of the immersion program with The Floor, a fintech company headquartered in Tel Aviv, providing a SaaS platform that empowers tier-1 banks to streamline and automate their digital transformation. The program provides Spanish companies with the opportunity to learn best practices from Israel. Moreover, through The Floor’s office in Hong Kong, participant companies will witness how to expand and scale-up a business in the Greater Bay Area and the rest of Asia.

Israel, the start-up nation, is focused on building innovative companies and has the largest number of start-ups per capita in the world, out of which some have gone on to be high-profile exits. The goal is to acquire the right tools and methods to plan and execute a strategy to build a company just like it's done in Israel, followed by Hong Kong, the gateway to scale-up to the Asian market focusing on building large, successful multinational companies operating on a global scale.

The remote immersion program consists of 4 weeks of virtual meetings (starting on September 14th), where the participants (both CEO’s and CTO’s) will get to meet and be inspired by people from all across the startup ecosystem and participate in workshops and lectures delivered by the best of breed.

The program is aimed at Spanish companies providing solutions for banking and financial services. Participants of the program will be selected based upon their level of innovation, previous track records and alignment with Israel and Hong Kong’s ecosystems.

Companies that are interested in participating in the remote immersion program are invited to fill out and submit the application form by no later than September 10th.

About ICEX:

ICEX Spain Trade and Investment is a public business organization which works worldwide with the objective of promoting the internationalization of Spanish companies in order to improve their competitiveness as well as boosting foreign investment in Spain. ICEX offers its services through 31 Provincial and Territorial Trade Offices in Spain, 98 Economic and Commercial Offices Worldwide and 19 Business Centers abroad.

About is the public corporate entity attached to the Ministry of Economic Affairs and Digital Transformation through the Secretary of State for Digitalisation and Artificial Intelligence which executes the plans and public policies of the Digital Agenda for Spain. Its main areas include the empowerment of innovation and entrepreneurship; the stimulation of the digital economy (with particular emphasis on SMEs digitalization); the digital public services (specially in healthcare and education) and the development of smart cities.

About The Floor:

The Floor is a Fintech company providing a SaaS platform that empowers tier-1 banks to streamline and automate their digital transformation process while solving banking business challenges and accelerating time to market.

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