Coho AI, a Tel Aviv-based startup that once promised to revolutionize how B2B software companies use customer data to drive revenue, has quietly shut down after nearly four years in operation. The company, founded by serial entrepreneur Ariel Maislos, Itamar Falcon, and Michael Ehrlich, failed to generate meaningful revenue despite an early vote of confidence from prominent investors.
The company recently reached an agreement with Israeli marketing unicorn Yotpo, which will take on several of Coho’s employees and cover some of the costs associated with its shutdown. Meanwhile, Coho is reportedly still exploring options to sell off its intellectual property.
The shutdown comes as a sobering reminder of the gap that can still exist between vision and execution, even in a startup ecosystem as seasoned as Israel’s. In 2022, Coho AI raised $8.5 million in Seed funding from a roster of prominent backers including Eight Roads, TechAviv, and angel investors such as Shlomo Kremer (founder of Imperva), Natan Linder (co-founder of Tulip and Formlabs), and Maislos himself.
Coho positioned itself as a product-led revenue platform for SaaS companies—a tool that would allow teams to “lift the hood” on user behavior data and turn insights into actionable sales and growth strategies. The company promised to help B2B companies evolve beyond simply achieving product-market fit by enabling real-time responses to usage triggers and highlighting monetization opportunities across the customer lifecycle.
The company promised to help B2B SaaS companies evolve beyond product-market fit by providing tools to surface actionable usage insights—positioning itself as a resource for teams seeking to adopt or strengthen product-led growth strategies. While the PLG movement has gained global traction, Coho struggled to carve out a differentiated role in a crowded analytics market dominated by larger platforms.
