Digital Insurer FINQ Demands 100,000 Shekels From Agents Over Bad Reviews
Digital insurance platform FINQ demands 100,000 shekels in compensation from insurance agents over negative Google ratings, citing defamation and business sabotage.
The digital insurance agency FINQ, established by Eldad Tamir with Nir Tzuk as a key investor, is demanding 100,000 shekels in compensation from several insurance agents over negative Google ratings. The company sent warning letters ahead of legal proceedings this week, alleging the ratings were intended to damage its reputation.
According to the letter, FINQ demands a public apology and a 100,000 shekel compensation payment from an insurance agent who gave the platform a one-star rating out of five without accompanying written feedback. FINQ operates in pension savings using a digital platform based on technology and artificial intelligence, positioning itself as an alternative to the traditional model where agents receive commissions from institutional bodies, creating potential conflicts of interest.
FINQ argues that its public criticism of traditional agents has provoked a retaliatory campaign. In a November 9 letter sent via attorney Dr. Yeshagiv Nakdimon, the firm stated that the agent, who is not a FINQ client, posted the one-star rating on October 27 amid other negative reviews to intentionally harm the business. Although Google removed the reviews independently, FINQ maintains that the removal does not absolve the perpetrators of liability for damages.
The legal notices rely on a ruling handed down last February by the Central District Court, which established that a one-star Google rating without text can constitute defamation when the reviewer is not a client and presents the rating as consumer critique. In that case, the court ordered the defendant to pay 12,000 shekels in compensation plus 13,000 shekels in legal costs. FINQ stated that it will not allow intimidation and intends to protect its standing.
This dispute follows earlier friction between FINQ and the insurance sector. In August, the Israel Insurance Agents Association protested a campaign featuring chef Ruthie Broudo, claiming it misled the public regarding commissions. The Association demanded a retraction and threatened legal action, escalating ongoing tensions that began in June 2024 over FINQ's marketing practices.
