We're building the
defense layer of personal finance.
Most fintech helps you spend, save, or invest. FEND helps you keep what's already yours — by finding the money the system quietly takes back.
Mission
Institutional-grade defense, in everyone's pocket.
Banks employ entire pricing teams to optimize fees. Hospitals have revenue cycle managers. HR has compensation consultants. Most people have… a Google search and a bad day.
FEND closes that gap. We pair the latest financial AI with workflows designed by people who've actually fought these systems — and won. The result is a quiet, persistent advocate working in your corner.
Founder
Ido Ben Aroya
Founder & CEO
Ido is a serial entrepreneur with over a decade of experience building consumer technology and fintech products. Before founding FEND, he led product and growth at venture-backed startups across the US, EU, and Israel — shipping platforms used by millions in payments, lending, and digital identity.
After watching his own family overpay thousands in medical bills, hidden bank charges, and a rigged severance contract over a single year, he became convinced the gap between what institutions know and what consumers can defend against had become impossible to close without AI. He started FEND in 2024 to build that defense.
Ido holds a B.Sc. in Computer Science and an MBA, has been featured in TechCrunch and Calcalist on consumer fintech, and advises early-stage founders in the AI and financial services space.
What we believe
Principles we won't compromise.
Outcomes, not opinions
Every tool ends in a concrete next step — a script, a letter, a refund. We measure success in dollars returned.
AI with accountability
Our AI cites its work, shows what it found, and lets you decide. No black boxes. No magic numbers.
Built for the underdog
Banks, insurers, and HR have armies of analysts. You shouldn't have to face them alone.
Privacy is the product
Your documents are yours. Encrypted, never sold, deleted on request — no exceptions.