Assaf is a serial entrepreneur, impact investor, and owner of Colmobil Corp, Israel's largest car importer, distributor and retailer ($3.5B sales).

He is currently leading his family business through the next stage of its business growth while leading the charge in redefining Israel's stakeholder capitalism and investing in promising, early-stage entrepreneurs. Assaf has recently launched Future Mobility Israel - a think tank + policy lobby group with a vision to turn Israel into one of the global leaders of implementing and leveraging the transportation revolution.

Assaf is the co-founder of MEET, an educational program for outstanding Israeli and Palestinian high school students, in affiliation with MIT. MEET's program has been hailed by President Barak Obama as one of the best examples of how innovation is reshaping the Middle East.

Previously, Assaf served as the Founder and CEO of Switch.co.il an online used car marketplace and as VP of Business Development at Colmobil Corp. Between 2010-2012, Assaf led the relaunch of the smart car in Israel.

Assaf is a graduate of the School of Oriental and African Studies (SOAS 2015) at the University of London in Japanese studies and received an MBA from Harvard business school (2010). He was selected by the World Economic Forum to become a young global leader in 2015.

Assaf lives in Tel Aviv with his wife Shelly and four daughters, Zoe, Amelia, Eleanor and Naomi