Mind the Tech NY
"It’s about passion, not exits": Adi Tatarko’s advice to aspiring entrepreneurs
The Houzz founder spoke at Mind the Tech NY about what it takes to build a lasting business and overcome startup challenges.
Adi Tatarko, Houzz
(Tomeriko)
"The important number is not how much we’ve raised but how many people are in our community—17 million, including 3 million professionals. The second important number is 40%—the average revenue growth in the second year of using our product," said Adi Tatarko, founder and president of Houzz, in a conversation with Sophie Shulman at Calcalist and Bank Leumi’s Mind the Tech NY 2025 conference.
Shulman opened the conversation by noting that Tatarko is one of the rare female entrepreneurs to emerge from Israel. The platform Tatarko founded with her husband, Alon Cohen, Houzz, streamlines home design and renovation. The company was founded in 2009.
Another unique aspect of Houzz is that it operates in the B2C space, a challenging model for Israeli entrepreneurs. How did you create such a rapidly growing and thriving product?
"Today, we are essentially B2B2C. The professionals using our software pay for it, but we design the product for a much broader audience, including homeowners who interact with it. The feedback from our community is authentic, and because of that, the data we gather is extensive."
So what’s next for Houzz? Are you planning an IPO? You haven’t raised money in a while.
"We’re a private company, and we’re thinking long-term. We have a strong business, and all options remain open."
Another interesting change is that you recently switched roles with your husband. When you started, you were CEO, and he was chairman. Now, he is CEO, and you are chairwoman. What led to that decision?
"Yes, when we started the business, he suggested that I be the CEO, and I agreed. But last year, I felt I wanted to take on new challenges, so I suggested he step into the role. This time, he agreed. Just like in family life, in business, it's important to have the right partner. And I wouldn’t choose anyone else to be by my side."
What advice would you give to female entrepreneurs looking to break into the high-tech industry?
"In general, I’d say the same thing to both female and male founders—choose a topic you're passionate about. Don’t enter the field just for an exit. The journey will be intense, with extreme highs and lows. And when the lows come—and they will—they’ll be tough. That’s why you have to truly love what you do, understand why you're doing it, and, of course, surround yourself with the best people."
In addition to running a company and raising three children, you’ve also been active in fighting antisemitism on U.S. campuses, particularly at Stanford, since October 7. Can you tell us about that?
"I was devastated after that day—I stayed in my pajamas for a week. But like all of us, once I got past the initial shock, I felt the need to act. Since we live near Stanford, I walk around the campus every week, and I saw firsthand what was happening there. I got involved, and one thing led to another—I found myself working closely with an incredible group of students, some of whom later testified before Congress about the situation on campuses.
"It’s crucial to understand what’s happening on the ground, connect the dots, and do the real work to improve the situation. It will take time, but I believe we will get through this. The situation in Israel will improve, and I remain optimistic—especially with the broad and strong support we have across the U.S., not just from the Jewish community."
