Testim

From Wix and IBM to Testim: Oren Rubin's background

Oren Rubin, a software engineer with more than twenty years of experience in the industry, including roles at IBM, Cadence Design Systems, Wix and the testing company Applitools, founded Testim in 2014 in Tel Aviv. At Applitools, which was later acquired for about $250 million by the fund Thoma Bravo, Rubin was the first employee hired. The goal behind Testim was to replace automated software tests based on rigid scripts, which break with every small change to the user interface, with a method that identifies on-screen elements using machine learning and adapts automatically to minor design changes, without requiring the whole test to be rewritten each time.

Tests that recognize elements, not just a fixed screen position

The traditional approach to automated software testing identifies interface elements by a fixed position or a rigid code identifier. So every small design change, even a color change or a moved button, breaks the whole test and requires a manual fix. In common test automation tools such as Selenium, each element on the page is found by a "locator" set in advance, for example its ID in the code or an XPath expression. Testim built an AI-based recognition layer that learns to identify an interface element by its full set of attributes, not by a single coordinate. That way a test stays valid even after minor design changes, which significantly reduced the maintenance burden that usually falls on software testing teams.

$18 million in three funding rounds, and about 60 employees

Over the years Testim raised about $18 million in three funding rounds, from funds such as SignalFire, Meron Capital, Lightspeed Venture Partners and NHV. By the time of its acquisition, the company had about 60 employees, 35 of them at its Tel Aviv offices. Its customers, according to an interview with Rubin, included companies such as Facebook, Microsoft and Salesforce.

The Tricentis acquisition and the string of Israeli deals

On 9 February 2022, Tricentis, a software testing company that originated in Vienna, announced the acquisition of Testim. According to Globes, the deal was worth more than $150 million; Calcalist reported a more precise figure of about $200 million. The exact official amount was never published by the parties themselves. According to Calcalist, the entire Testim team joined Tricentis. The acquisition was the second in Tricentis's string of Israeli acquisitions in software testing, after TestProject in August 2019. After it, Tricentis went on to acquire the Israeli company SeaLights in July 2024 (in a deal estimated at about another $150 million) and Tabnine in July 2026. The Tabnine deal is in a separate field, AI coding assistants, and Tricentis itself describes it as part of a shift to "Agentic Quality Engineering."

Testim today: a brand inside Tricentis, not an independent company

As of 2026, Testim no longer operates as an independent company but as a product brand inside Tricentis. The company's website still carries the Testim name, but explicitly identifies the product as "Tricentis Testim." The product still offers AI-based software testing for three environments: websites, mobile apps and Salesforce. It has smart "locators" that identify an interface element and recover automatically from design changes, and it can also create tests from natural language and integrate them into CI/CD pipelines.