Ashmoret, Israel’s largest credit card club serving educators and members of the Israel Teachers Union (ITU), has expanded its services to support the well-being and professional development of teachers across the country. The organization provides a range of benefits aimed at improving the lives of its approximately 300,000 cardholders, which include teachers, principals, inspectors, education students, and their families.
Ari Steinberg, CEO of Ashmoret, emphasized the central role educators play in Israel’s societal and economic development. “They are the foundation that makes all of this possible, and we must invest in that foundation,” he said, highlighting the link between investing in teachers and the future success of the state.
Ashmoret’s offerings include discounts on travel, entertainment, vacations, dining, fashion, electronics, supermarkets, and home design stores. Beyond consumer benefits, the club provides preferential insurance rates, favorable loan terms from partner banks, professional development funds, and legal assistance to support educators in various aspects of their lives.
A key recent innovation from Ashmoret is “Ashmoret School,” an online procurement platform designed for elementary and middle schools. The platform allows schools to purchase supplies such as office materials, teaching aids, furniture, and technology at reduced costs by consolidating orders from multiple suppliers and facilitating direct transactions with importers. Steinberg noted that these efficiencies can reduce costs by up to 20%, saving schools tens of millions of shekels annually.
Funds generated from these savings are reinvested into activities benefiting teachers and staff, including enhancements to teachers’ lounges and support for professional growth initiatives. Steinberg described the program as a “win-win,” improving resource allocation for schools while directly enhancing teacher welfare. Plans are underway to extend Ashmoret School to high schools and higher education institutions.
In addition to procurement, Ashmoret recently launched Ashmoret Market, an online supermarket providing home delivery services tailored for education personnel. The organization is also exploring new ventures in sectors such as tourism, real estate, automotive, and financial services, always with a focus on delivering value to its members rather than maximizing profits. Since the Israel Teachers’ Union owns 100% of Ashmoret, profits from these initiatives ultimately serve educators themselves.
Looking ahead, Ashmoret aims to partner with a major Israeli college to foster innovation within the education system, providing tools and resources for education professionals to drive change. The club also operates an adult education institute for retired teachers, with 22 branches and more than 7,000 enrolled members, offering enrichment programs and meaningful experiences beyond active service.
Steinberg acknowledged the resilience of educators amid recent years marked by conflict and challenges. He credited ITU secretary-general Yaffa Ben-David for her leadership in guiding Ashmoret’s mission to support teachers comprehensively. As Israel navigates its complex social landscape, Ashmoret continues to position itself as a key contributor to the development and well-being of the country’s education workforce.