Tom Laufer

Co-Founder and CEO Loops

Last Reviewed: September 18, 2026

Executive Summary

Tom Laufer is co-founder and CEO of Loops, a Tel Aviv-based product analytics company whose platform is built on causal inference rather than the correlation-based analysis that dominates the category. The premise of the business is that conventional product analytics tells teams what happened alongside a change in a key metric, but not what caused it, which leads product organizations to spend engineering effort on work that does not move the number. Loops applies causal inference models to a company’s own product data to identify which behaviors and features actually drive changes in KPIs. Laufer came to the problem from the practitioner side, having led growth and analytics for Google across EMEA and consulted on growth for a range of companies before concluding that the tooling available to product teams could not answer the question they most needed answered.

Career Highlights

• Co-founder and CEO of Loops, a causal-analytics platform for product and data teams.
• Co-founded the company with Ido Adiv, a serial entrepreneur and data scientist who serves as Co-Founder and CTO.
• Launched Loops publicly in November 2022 with a $14 million seed round led by Scale Venture Partners, with participation from Cardumen Capital and Scopus Ventures.
• Led growth and analytics for Google across EMEA prior to founding Loops.
• Served as a Product Manager Lead in the IDF’s tech-intelligence unit early in his career.
• Assembled an advisor and angel group of well-known growth operators, including Brian Balfour, Casey Winters and Elena Verna.

Professional Journey

Laufer’s career began in the Israel Defense Forces’ tech-intelligence unit, where he served as a Product Manager Lead — a common starting point for Israeli technology founders and one that put him on product and data problems at scale early.

He moved into the commercial sector and eventually to Google, where he led growth and analytics for the EMEA region. Alongside and after that work he acted as a growth consultant to a number of companies. Both roles exposed him repeatedly to the same gap: teams had abundant product data and analytics dashboards, but the tooling reported correlation and left causation to guesswork, so decisions about what to build were made on weak evidence.

Laufer left Google to address that gap and partnered with Ido Adiv, a serial entrepreneur who had built and sold two companies and had led R&D teams including in the IDF’s tech-intelligence unit, to build Loops. Adiv took the CTO role. The company operated quietly before emerging publicly in November 2022 with a $14 million seed round led by Scale Venture Partners and joined by Cardumen Capital and Scopus Ventures. Notably, the round and advisor roster drew in senior growth practitioners rather than only institutional investors, which reflects the company’s positioning as a tool built for growth and product teams specifically.

Since launch, Laufer has continued to lead Loops as CEO, publishing on causal analytics methodology and convening product-analytics practitioner meetups as part of the company’s category-building effort.

Education

No education details were found in any available source, including Loops’ own About Us page and the company’s launch announcements. This field is deliberately left empty rather than inferred.