CTalk
April wants to "democratize the service" of tax optimization
Daniel Marcous, Co-Founder and CPTO of April speaks to CTech at Calcalist's Top 50 Most Promising Startups event in Tel Aviv.
Daniel Marcous
(Video: Streame)
Taxes is a domain that "has been under-innovated for around three decades due to the huge entry barrier,” says Daniel Marcous, Co-Founder and CPTO of fintech startup April. The former Waze CTO spoke to CTech’s Amy Shapiro at Calcalist’s annual Top 50 Most Promising Startups event in Tel Aviv, in which April ranked 24th for 2026. Marcous explains that he and his partner were looking for "the best way to make a big impact on a person's finances, and that happens to be taxes.”
Noting that "the US market for taxes is immense," Marcous states that April's goal in the market is "not just help people file their taxes, but to democratize the service that's giving people financial advice and tax optimization". He adds that this category of service has "usually been saved only to the high net worth individuals and we want to bring that to everyone."
Reflecting on his journey as a startup founder, Marcous shares that his North Star is "trying to get to know my users as best as possible". He believes all founders should follow suit. "Try to feel their pain, sympathize with them in order to then figure out and prioritize the right solution,” says Marcous.
You can watch the full conversation in the video above.
