Get to Know Me

My technological journey

With over 20 years of experience in managing digital projects and products, I guide organizations, startups, and development teams through the critical crossroads of their technological journey – from the initial idea, through execution, to measurable results.

Over the years, I have led and specified digital projects for major organizations such as Maccabi Healthcare Services and Bank Hapoalim.

I managed a digital division in the healthcare sector, founded a project-based web development company, led diverse teams, and mentored entrepreneurs at the early stages of their ventures.

My focus is on building technological foundations that empower organizations and startups to realize their full potential.

I believe in collaboration and innovative thinking at every stage of the project, with the goal of achieving measurable outcomes that deliver real value.

For me, every project is a series of challenges and opportunities that I approach with broad experience, strong leadership skills, and a deep understanding of each client's unique needs.

Projects I'm Proud to Stand Behind

Clinic Management System – Maccabi Healthcare Services

Driving Digital Innovation in Healthcare Services. Maccabi Healthcare Services was one of my major clients during my time at Ewave, where I led the Digital Division overseeing several large-scale systems.

In my role as Head of Digital for the Clinic Management System project, I led the specification, development, and implementation of an advanced platform for managing operational processes across hundreds of clinics nationwide.

The system improved appointment scheduling, customer service — resulting in significantly streamlined workflows and an enhanced patient experience.

This project combined cutting-edge technology with a deep understanding of clinical and operational needs on the ground, becoming a major milestone in Maccabi’s digital transformation journey.

Maccabi-Lee : Self-Service Kiosk System for Maccabi Healthcare

I led the development and implementation of a digital self-service kiosk system, deployed across Maccabi Healthcare Services branches throughout Israel and still actively in use today.

The system enables Maccabi members to view test results, print medical documents, schedule appointments, and access additional services — all in an accessible, simple, and independent manner at Maccabi branches.

As part of the project, full accessibility for individuals with disabilities was implemented, adhering to strict accessibility standards. Following the successful launch, the Israeli standard for kiosk stations was established based on the specifications and execution of this system.

Testimonials

I had the pleasure of working with Assaf Lendzin between 2010 and 2016 as his direct manager, during which he managed our most important client, Maccabi Healthcare Services. Assaf led a multidisciplinary team of over 30 professionals, including engineers, project managers, and QA specialists.

Shuli Nakar - Co Founder at eWave MD

LinkedIn

I had the pleasure of working with Assaf
Assaf always brought a great mix of professionalism, strategic thinking, and a strong understanding of both our users and the business.

Saar Zachish - CDO

LinkedIn

I am pleased to recommend Assaf, who was my manager at Maccabi Health Services Digital Team for three years.
Assaf distinguished himself through his ability to translate complex technological challenges into innovative solutions.

Dana Krelman - Digital Transformation Expert/ SaaS Product Manager/ QA Lead

LinkedIn

I highly recommend Assaf as a strong technical leader. During our time at Bank Hapoalim, he consistently demonstrated excellent team leadership, a drive for success, and effective collaboration.

Dina Tishler (Borisov) - Head of Product

LinkedIn