Your Brain – The Investment That Stays With You for Life
Effectivate is a science-based brain-training software that strengthens memory, focus, and mental sharpness in just a few minutes a day, in a personal, simple, and precise manner.
Our Story
Effectivate is an advanced, science-based brain-training program designed specifically for adults aged 55 and above.
The idea came from a personal place: When the father of founder and CEO Shai Granot was diagnosed with dementia, Shai realized that technology could profoundly impact brain health. That realization became the driving force behind establishing Effectivate in 2018.
The software was developed with a team of experts: neuroscientists, clinical psychologists, AI developers, and user-experience specialists. Our intelligent technology learns about the user and adapts the training specifically to their needs, focusing on abilities that tend to decline with age, such as memory and concentration.
Effectivate is the only program that combines two essential elements: the rehabilitation of existing abilities and compensation for natural, age-related decline. The training is also accompanied by educational videos about the brain and practical tips for improving memory.
Effectivate is the leading brain-training solution, helping thousands of users enjoy sharper, fuller, and happier lives.
Why Effectivate?
Our Approach to
Training the Brain
Personalized
cognitive training
Advanced measurement
and performance tracking
Proven improvement in abilities such as focus, memory, and reaction time.
Who’s Behind Effectivate
Effectivate was born from a personal story and has grown into a leading company in the field of brain training. It is backed by a team of neuroscientists, psychologists, and user-experience experts who work together to turn science into an accessible tool for strengthening memory and concentration at any age.
Anna Izotcheev
Co-Founder & Chief Science Officer
Shai Granot
Founder & CEO
Smart, Precise Cognitive Training – Designed for You
Our brain learns, adapts, and develops at any age. Effectivate was created to help keep it sharp, active, and curious with just a few minutes of practice a day.
The program is built on scientific principles and includes dozens of intelligent brain-training games, each tailored to the unique pace and level of every individual. The system automatically updates via artificial intelligence, making every session more personalized and meaningful.
Beyond the training itself, users enjoy an entire ecosystem: tutorial videos, lectures, courses, podcasts, enriching content, and mind-body practices such as yoga, pilates, and Feldenkrais.
Everything is simple and accessible, from your computer, phone, or tablet, anytime and anywhere.
The Advisory Board
Mor Nahum
Professor of Brain Research
Professor of Brain Research
A leading expert in developing brain-training technologies. Throughout her work in the U.S. and Israel, Prof. Nahum has developed computerized tools for cognitive training and the treatment of mental health disorders.
Sarit Kraus
Professor of Computer Science
Professor of Computer Science
Head of the Intelligent Systems Lab at Bar-Ilan University and recipient of the EMET Prize (2010). Her research has shaped fields such as machine learning and artificial intelligence. Her developments include security-enhancement models for airports and software that identifies high-risk road zones in Israel.
Gil Suzin:
Clinical Neuropsychologist (PhD)
Clinical Neuropsychologist (PhD)
A senior neuropsychologist at the Cognitive Rehabilitation Unit at Assaf Harofeh Medical Center. He also runs a private clinic specializing in the diagnosis and treatment of attention disorders, head injuries, and memory challenges, with expertise in memory rehabilitation.
Eran Katz
Author & Visionary
Author & Visionary
Guinness World Record holder and bestselling author of The Secrets of a Super Memory. His memory techniques have reached global recognition, and he has delivered over 2,000 lectures worldwide. He also serves as a director at the International Brain Education Association.
Mor Nahum
Professor of Brain Research
A leading expert in developing brain-training technologies. Throughout her work in the U.S. and Israel, Prof. Nahum has developed computerized tools for cognitive training and the treatment of mental health disorders.
Sarit Kraus
Professor of Computer Science
Head of the Intelligent Systems Lab at Bar-Ilan University and recipient of the EMET Prize (2010). Her research has shaped fields such as machine learning and artificial intelligence. Her developments include security-enhancement models for airports and software that identifies high-risk road zones in Israel.
Gil Suzin
Clinical Neuropsychologist (PhD)
A senior neuropsychologist at the Cognitive Rehabilitation Unit at Assaf Harofeh Medical Center. He also runs a private clinic specializing in the diagnosis and treatment of attention disorders, head injuries, and memory challenges, with expertise in memory rehabilitation.
Eran Katz
Author & Visionary
Guinness World Record holder and bestselling author of The Secrets of a Super Memory. His memory techniques have reached global recognition, and he has delivered over 2,000 lectures worldwide. He also serves as a director at the International Brain Education Association.
The Science Behind Effectivate
Effectivate is backed by extensive scientific research, including clinical and academic studies that examined the impact of cognitive training. Findings demonstrate significant improvements in abilities such as memory, focus, reaction speed, and accuracy — even in older age.
Management Team
Liron Shechter
COO
Eitan Pitusi
CTO
Yul Alon
Projects Manager
Liat Maor
Marketing Manager
Sahar Bracha
Sales Manager
Iris Razmovich
HR Manager
Tai Tzarfati
Business Development
Tal Rotman
Sales Manager
This Is the Moment to Start Training Your Brain and Feel the Difference
Whether the goal is to strengthen memory, sharpen thinking, or simply feel more focused and in control, Effectivate is here to help. Just a few minutes of training each week can transform the way you feel, think, and remember day after day.