Assif has lived in the computational and enterprise software space for over 15 years; built and deployed large-scale applications in several domain verticals, with specific focus on machine learning, predictive analysis and consumer products. He led distributed engineering teams across the globe. At an early stage of his career he led the development of a big data company that was acquired for its product and innovation. Assif's designed and implemented the Prada LA store recommendation product which won an innovation award. His passion to combine technology and innovation led him to craft the engine behind Stylit. Assif also hails from a top intelligence unit in the IDF.