From Legal Training to Cross-Border Enterprise Development: The Story of Uri Poliavich

Uri Poliavich, born in 1981 in Ukraine, is a global entrepreneur whose work spans online entertainment, investment, and technology. Raised in modest circumstances, his early environment instilled a practical drive and resilience that continue to shape his leadership style today. With limited financial resources, Uri went on to develop a results-oriented mindset early in life.

At 14, Uri and his family relocated to Israel. There, he completed secondary education and served three years in the Israeli army, where he rose to the rank of sergeant. He later earned a law degree and began his career as a lawyer. Though the legal profession offered stability, he soon recognized that he strove for a different career path.

From Law to Operations: Uri Poliavich’s Career Start

Uri Poliavich’s transition into business started with an unexpected opportunity: a job posting seeking an operations manager for a multinational group. Embracing the challenge, he stepped into a role overseeing around 100 employees across sectors such as education, construction, and retail. This early experience gave him practical insight into managing people, logistics, and diverse workflows in fast-moving environments.

It was during this period that Uri was first introduced to the gaming sector. He was drawn to the industry’s fast pace and operational complexity, where his background proved especially useful. The demands of regulatory structure, compliance, and risk management aligned well with his managerial skills that he had the opportunity to develop during his training as a sergeant. This skill set allowed him to apply his expertise in a more dynamic business environment.

First Projects in Gaming: Setting the Groundwork

Uri’s early involvement in launching a gaming platform marked his first direct experience in the industry. The project gave him valuable insight into the technical, operational, and regulatory demands of building gaming products from the ground up.

It was then when Uri met and married his wife, Yael, a partnership that has remained central both personally and professionally. Eventually, the couple relocated to Cyprus where they started a family and live to this day.

How Soft2Bet Began: Building the First Version

In next phase of his career, Uri focused on developing the early version of what would eventually become Soft2Bet. The initial platform was minimal, but it laid the groundwork for a system built with scale, automation, and adaptability in mind.

By 2016, Uri formalized the Soft2Bet concept, launching the first brand with just a small team. Their shared commitment helped shape the company’s product vision and its focus on flexibility, automation, and multi-brand deployment.

Scaling: Soft2Bet’s New Office in Malta

Between 2016 and 2025, the company grew steadily, eventually expanding to employ 100+ people. In 2018, Soft2Bet established a headquarters in Malta, positioning itself closer to regulatory and commercial hubs. The move also reflected Uri’s long-term approach: combining people-first policies with scalable business infrastructure.

Expansion: A New Chapter for Soft2Bet

April 2024 marked a key moment with the opening of Soft2Bet’s new office in Malta. The site functions as a central command center for the companys operational, compliance, and business development teams.

Uri’s leadership philosophy is shaped by his international background. In the course of his life, he developed a natural sensitivity to identity and inclusion. This has translated into Soft2Bet’s multicultural team structure, which is seen not as a branding feature but as a real operational asset in navigating diverse markets.

Where Motivation Comes From: Hunger and Persistence

Despite the milestones reached, Uri remains grounded by memories of his early life. He often recalls how his parents had to save for years just to afford a brief family vacation a memory that still fuels his motivation. He sees business not just as execution but as a process of scaling energy and purpose.

Central to his leadership style is identifying people who thrive in fast-moving environments. He emphasizes a hiring approach focused on adaptability, resilience, and readiness to grow. This hunger both literal and figurative is something he still values in every level of the organization.

Soft2Bet’s Next Step: Entering the U.S.

Soft2Bet has begun preparing for expansion into the North American market. Following an earlier entry into Ontario, the company is now working through regulatory, compliance, and technical requirements for launching in New Jersey.

Rather than making bold claims, Uri views entry into the U.S. as a complex, long-term effort. The strategy prioritizes compliance, localization, and sustainable structure over quick wins.

The Road Ahead: Building with Intention

For Uri Poliavich, the central question remains: What’s next?” That mindset continues to shape Soft2Bet’s approach to expansion, product development, and strategic planning.

With a diversified team, a maturing platform, and new market entries on the horizon, Uri’s focus remains on incremental innovation, sustainable scaling, and delivering long-term value across the business and the wider industry.