An Israeli startup, Willow, has raised $7 million in a seed round led by Hetz Ventures, with backing from Wix executives Avishai Abrahami and Nir Zohar. The company aims to solve a growing enterprise problem: managing the identity, permissions, and activity of autonomous AI agents.
Willow's platform offers visibility into agent actions, runtime permissions, audit trails, and detection of unauthorized AI agents, known as shadow AI. It integrates with over 1,000 internal systems and includes a marketplace of 100+ skills and plugins.
Founded by former Wix executives Eyal Ben Ezra, Shalev Shalit, and Idan Chetrit, the platform is already deployed at Wix, supporting over 5,000 users. The funding will fuel go-to-market expansion and product development.
Market data from Willow indicates 79% of companies are implementing AI agents, and 65% have already experienced security incidents related to them. Traditional identity tools, designed for humans, are not equipped for dynamic, autonomous software entities. As regulations like the EU's AI Act tighten, the demand for such specialized management is expected to grow. Willow is extending its focus beyond Wix into cybersecurity, real estate, and fintech.