The boutique that builds like an enterprise — without the politics.

We've been Israel's boutique development house for 15 years. Mobile, web, AI — under one roof, with the same senior team from kickoff to launch.

Why we exist

MSApps was founded in 2010 around one conviction: that a boutique team can deliver the rigor of a large integrator, with the speed, ownership, and care that only a dedicated partner brings. Fifteen years later, we still believe it. We’ve grown to 40+ specialists, but we’ve refused to become a body shop. Every client gets direct access to the founder and team leads, and every project is handled by people who understand both the business side and the technical side.

A 15-year track record

• 2010 — Michal Shatz founds MSApps as a boutique mobile development house in Israel.
• 2015 — Toyota / Lexus (Union Motors) partnership begins. Still running today.
• 2018 — Expanded into web, backend, and product design.
• 2022 — Launched a QA and accessibility practice.
• 2024 — Crossed into the AI agent era: 20+ open-source Claude plugins, the SOSA methodology.
• 2026 — A 40-person Israeli team. In the Google for Startups Cloud Program, Anthropic Build, and Microsoft for Startups programs.

The team

40+ engineers, designers, product managers, and QA specialists — all Israeli, all senior, all hired against the same two bars: strong technical fluency and personal accountability for quality. The majority of our team has been with us for 5+ years.

What we stand for

• Partners, not vendors. We don’t leave until your product is doing its job.
• Clean code, real docs. What we hand back to you at the end isn’t a black box — it’s a codebase you can own.
• Total transparency. Pricing, timelines, risks — on the table, day one.

Want to meet? info@msapps.mobi · LinkedIn · GitHub

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