Conversation
Highlights

Welcome to another episode of Category Visionaries — the show that explores GTM stories from tech’s most innovative B2B founders. In today’s episode, we’re speaking with Roei Ganzarski, CEO of Alitheon, a company that builds solutions for authentication, identification, and traceability of parts, products, and people, delving into the technologies that secure and streamline the verification processes across various industries.

• Roei’s Multicultural Background: Raised in Israel and across Asia due to his father’s shipping career, Roei’s international upbringing played a significant role in shaping his global perspective on business and technology.
• The Problem of Counterfeiting: Alitheon addresses the $2.3 trillion issue of counterfeiting, focusing on critical areas like medicine, aviation parts, and more, rather than just luxury goods.
• Unique Technology: Alitheon’s technology creates “feature prints” from images of physical items, allowing for the authentication of the specific item without reliance on easily faked external markers like stickers or barcodes.
• Impact of Military Service: Roei highlights how his military service ingrained in him the values of equality, trust, and efficiency, principles he applies in his leadership at Alitheon.
• Strategic Industry Focus: Alitheon concentrates on industries where the cost of failure is high, such as transportation, defense, healthcare, precious metals, and luxury goods, addressing counterfeit and traceability challenges.
• Vision for Consumer Empowerment: Looking forward, Alitheon plans to develop consumer-facing applications, enabling individuals to verify the authenticity and ownership of personal belongings through a simple photo.
• The Power of Directness: Roei’s Israeli background contributes to a culture of directness and efficiency within Alitheon, fostering clear communication and quick decision-making.
• Future Expansion: The company’s future includes a consumer application, allowing people to authenticate their possessions simply using their smartphones, significantly impacting insurance, theft, and fraud on a global scale.