Direct Lab - Innovation Hub by IDI

Direct Lab is the official innovation hub of Direct Insurance (IDI), driving real-world transformation in the insurance space. As a direct insurance company, we offer something few others can: unfiltered access to customers and end-to-end business processes. Startups partnering with us don’t just test ideas - they gain a rare opportunity to validate their solutions in live environments, with real users, real feedback, and real impact. We identify high-potential startups and engage them through accelerated Proof of Concept (POC) programs, designed to rapidly evaluate, iterate, and scale. Some of these collaborations evolve into long-term partnerships or strategic investments. With full organizational alignment and a fast-moving innovation culture, Direct Lab serves as a gateway for startups to integrate into one of Israel’s leading insurance companies - and to shape the future of insurance from the inside out. Innovation is only as valuable as the business it changes. At Direct Lab, we make it real.