The

Story

UltraWis was founded with a bold vision:

revolutionize construction through smart crane technology.

Recognizing the inefficiencies and risks in traditional crane operations, a team of experts came together to create a smarter, safer, and more efficient way to build.
With a deep understanding of the cranes and construction industry’s challenges, and the lack of new technologies and advanced solutions, Ultrawis developed a groundbreaking Advanced Driver Assistance System (ADAS) that transforms cranes into intelligent operation, optimizing jobsite productivity and enhancing safety.

From concept to reality, our
technology is reshaping the way buildings rise, paving the way for a more connected, data-driven, and sustainable future in construction.

The Elbit Connection

Founded in 2019, UltraWis is a spin out of Elbit Systems [NASDAQ:ESLT], a leading, multidisciplinary technology company whose products are mainly dedicated to defense and homeland security. UltraWis has a license for 14 patents registered by Elbit.

The Values that Guide Us

Innovation

We bring disruptive technology to jobsites and the heavy machinery industry, giving you the competitive edge you need to enhance safety and improve productivity.

Simplicity

Our all-in-one installation is easy to implement and use for the entire duration of your project, because advanced technology doesn’t have to be complicated.

Excellence

We deliver a solution that is reliable, highly accurate and stable, even in the harsh conditions that can be found on a jobsite.

Safety

A jobsite can be a dangerous place to work. We apply advanced technology that can reduce the inherent risks and eliminate the next potential accident.

Efficiency

We strive to enable costs savings and increased profitability, which is why our solution is designed to reduce your project timeline .

The Team

Lior Avitan

CEO and Founder

Mr. Oren Reches

Chairman of the Board of Directors

Avi Mendler

Director

Mr Nissim Berrebi

Director

Avi Mizrachi

CEO Advisory Board Member

Eli Fridman

Director

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Lior Avitan

CEO and Founder

In 2019, Lior co-founded UltraWis and serves as its CEO, driving innovation in ADAS crane solutions for complex jobsites. Before that, he spent nearly 20 years at Elbit Systems leading major tech projects and developing advanced systems like JHMCS and BrightNite. Lior holds a B.Sc. in Management and an MBA from the University of Haifa.

Mr. Oren Reches

Chairman of the Board of Directors

Oren has over 25 years of experience at Elbit Systems, where he currently serves as Senior Vice President of Business Operations at the corporate level. He plays a key role in aligning organizational efforts with company strategy by shaping routines, goals, and operational plans. In previous roles, including SVP of Business Operations and CFO in the Aerospace Division, Oren led major financial and strategic initiatives.

Avi Mendler

Director

Mr. Mandler has over 30 years of experience in construction and real estate and currently serves as Executive Chairman of Etz Hashaked, a company he founded in 2006 with a vision of combining excellence, quality, and a people-first approach. A civil engineer by training, he previously held key roles across the industry. Since 2023, he has served as a director at UltraWis, contributing his expertise to advance its global leadership in digital construction technologies.

Mr Nissim Berrebi

Director

Mr. Berrebi has over 40 years of experience in the crane industry, starting with a passion for tower cranes in the USA. In 1991, he founded DNS Cranes, pioneering crane rental in Israel's construction sector. Under his leadership, the company now operates around 230 cranes. He introduced the Luffer crane to Israel and expanded operations to Europe and Asia. Since 2021, he has been a director and investor in UltraWis, where his industry expertise and business insight play a key role in the company’s growth.

Avi Mizrachi

CEO Advisory Board Member

Maj. Gen. (Ret.) Avi Mizrachi joined UltraWis in 2025 as an Advisory Board Member, following a distinguished career in defense, technology, and business development. He previously served as CEO of UVision and held senior roles at Elbit Systems, where he led major growth initiatives and strategic acquisitions. Prior to his corporate career, he held top command positions in the IDF, including Head of the Central Command and Ground Forces.

Eli Fridman

Director

Eli Friedman is Vice President of Innovation at Elbit Systems, where he leads the company’s innovation strategy and supports startups through the Venture Client team and Elbit’s incubator, IncubiT. With 30 years of service in the IDF and Ministry of Defense, Eli retired as a Colonel and is recognized as a top technology leader. His expertise spans deep-tech fields like C4ISR, electronic warfare, radar, cyber, and systems engineering, making him a key force in shaping the future of defense technology.

Contact

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