With 20 years of marketing experience and two startup exits to date, Eti founded ScaleUp. ScaleUp is an innovation scout company for Japanese corporates that seek for innovation.

Eti also manages the Tel-Aviv University accelerator (jumpTAU). (Tel Aviv University is ranked one of the 8 best undergraduate programs for entrepreneurs globally). 

Eti is a serial entrepreneur that has co-founded TalkingHeads (sold in 2013), BlogRealese (sold in 2017). Eti serves as a mentor and advisor to multiple startups and is also the mentor-on-board of the ministry of education accelerator.