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Noga Edelstein co-founded UrbanYou with her former Yahoo! colleague Elke Keeley, as they juggled career, family, and life’s many commitments but struggled to find reliable household help.
Noga discovered she had a knack for pitching after winning the first pitch comp she entered, Women Pitch in 2014. This was quickly followed by a Top10 finish in SydStart, and an invitation to become a Portfolio CEO in the prestigious Heads over Heels network. Investors started calling, and Noga polished her pitch and hit the road to raise funding. In October 2015 the team secured $500,000 from their preferred investor, a strategic VC fund with deep expertise in marketplaces.