Israeli distribution group Phoenix Brokers acquires AdvisorOS, launches AI and innovation unit

Phoenix Brokers acquired the AdvisorOS platform and appointed its founder, Adi Lev, to lead a new artificial intelligence and innovation unit, the Israeli financial services distribution group announced on Tuesday.

The acquisition formed part of a broader plan to introduce data and AI capabilities across the group’s operations. Financial terms were not disclosed in the announcement.

The company said the new unit would develop tools and services aimed at improving the customer experience, supporting its agents and streamlining work processes. It also plans to build the technological infrastructure needed to support future growth.

Lev, appointed head of AI and innovation, has more than two decades of experience in technology, data, and artificial intelligence, according to the company. His background includes a decade in senior roles at Intel and Walmart, as well as leading the development of AI-based solutions.

“Artificial intelligence is infrastructure that will reshape the world of distribution and financial services,” Phoenix Brokers CEO Oren Cohen said.

Creating greater value for customers

“Our goal is to build the industry’s leading AI capabilities, create greater value for our customers, whom we always put at the center, and enhance our agents’ capabilities,” he added.

Cohen described Lev’s appointment, the platform acquisition, and the establishment of the innovation unit as a significant step toward building the company’s next source of growth.

The announcement did not specify which AdvisorOS functions would be introduced first or provide a timetable for their rollout.