Nobi Services Group is the holding company of Ely Rabinovitz. Since 2021 it has built and operated businesses in home services, smart locks and AI automation, first in Australia and now in Israel.
Four businesses at different stages, run with the same approach: get the operation right first, then automate it.
A Sydney garage door and home services business, contracted by real estate agencies and property management firms across the city. Built from zero with two partners and run until it operated without them day to day.
An Australian smart lock brand sold nationwide online and through locksmiths and trades. Nobi bought into the brand in 2023 and has played a major part in its brand, marketing and national distribution.
An AI automation consultancy for small and mid-size businesses, co-founded in 2025. Its first internal tool, a computer-vision visualizer, is already in production.
A deal-sourcing and brokering practice in Israel, connecting investors with operating businesses and industry decision-makers.
Strategic purchase of a 40-year-old operator with a large client book and a warehouse of equipment. Folded into G2G: the acquired contracts now run on G2G’s operations, structured as an asset purchase with performance-based revenue shares.
Bought into Vault in 2023, the year the brand launched, with a plan to take it national. Nobi led the brand building and marketing, and set up distribution through locksmiths and trades across the country. Vault now sells Australia-wide, online and through the trade channel, and Nobi continues to lead the work on extending the brand.
A China-based group entering Australia's trade services market sought to buy a majority stake in G2G. Ely led the negotiation for the owners on the sell side, covering valuation, control and terms.
Ely works where building a company meets running it: leading the team, winning the key accounts, taking the product to market and keeping a close eye on the numbers, using AI wherever it saves time.
He has done it both from zero and by stepping into operations already underway, across home services, consumer products and AI.
In 2026, after nearly seven years in Sydney, he moved back to Israel. His next chapter: a senior operating role, a new venture built with a studio or investors, or a partnership where hands-on operating experience and AI can move a business forward.
