05 / ABOUT

We started it in Herzliya in 2010, and it still runs like a small studio — with the capability of a much larger one.

FOUNDER AND CEO

Michal Shatz

SINCE 2010

Michal founded MSApps in 2010 on a simple premise: a company small enough to know every project, and large enough to own it end to end.

She has led the studio ever since, and over the last two years led the move of the entire way we work to AI — on our own projects first, and only then with clients.

What happens here day to day

  • Product design
  • Design systems
  • Mobile
  • Web
  • AI
  • Autonomous agents
  • QA
  • Accessibility
  • Games
  • Chatbots
  • Team placement
  • User research

2010

How we started

  • Five people in Herzliya
  • Mobile apps for Israeli clients
  • One project at a time

2026

Where we are now

  • Around forty people
  • Automotive, medical, finance, cyber, telecom
  • Partnerships running a decade
  • More than twenty open-source plugins
  1. 01Close the loopResearch, design, build, review and improve sit with the same people. Nothing falls between the cracks.
  2. 02Say the true thingIncluding when the answer is that you should not build it, or that the problem is not the screen at all.
  3. 03StayLaunch day is when the real work starts, and we are still there.

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