“The sale of Waze was a life-changing moment for me. But more importantly, it was life-changing for everyone in the company,” says Uri Levine, one of the creators of the navigation app. In 2013, the start-up was sold to Google for over $1 billion, making around 100 of its employees millionaires.
Levine visited Vilnius in October to attend the Startup Fair 2025 conference. In an interview with LRT.lt, he spoke about the origins of Waze, the principles behind building a successful start-up, and the future of mobility.
What’s the first thing that comes to mind when you hear the word Lithuania?
I know the start-up ecosystem here is very strong – not just here, but across the Baltic region. One reason is the concentration of talented people in a relatively small area, which creates a solid foundation for innovation.
You praise Lithuania’s ecosystem, but we know Israel has an exceptionally high number of startups, with 42 unicorns. What advice would you give Lithuania to strengthen its ecosystem further?
There are four pillars: entrepreneurs, investors, engineers, and experience. Entrepreneurs are crucial, and media should portray them as heroes trying to change the world. Investors can be encouraged through tax incentives and shared investment mechanisms. Lithuania has excellent universities and an influx of Ukrainian engineers. Finally, experienced entrepreneurs must return to mentor and inspire the next generation.
You co-founded the startup Waze in 2006 (then called FreeMap Israel). How did the idea for this business come about?
In 2006, my family and I were on holiday in the north of Israel. When it was time to drive back to Tel Aviv, there were only two main routes to choose from. All my friends had left earlier, so I called them to ask about the traffic. Those on one road said it was completely jammed, while others said their route was fine. That’s when it hit me – all I really needed was real-time information from the drivers ahead of me. When I got home, I started developing the idea.
I spent some time looking at the problem and possible solutions from different angles, but it wasn’t until a year later, when I found two co-founders, that we decided what exactly we were going to do and how.
People often ask if you regret selling Waze to Google in 2013 (for $1.15 billion). Usually, your answer is that decisions are made with limited information, or none at all. But I’d like to know: how did it feel to sell the company?
There were mixed emotions. Selling Waze was a life-changing event for me. But even more importantly, it was life-changing for everyone in the company –around a hundred employees became millionaires. So even if not for myself, I’d do it again for them.
When you think about selling a company, it’s worth considering three key criteria. First: will it be a life-changing event? If yes, it’s worth serious thought. Second: will it be life-changing for the whole team? If not, negotiate a deal that makes it so. And third: is this the only company you’ll ever build, or will you create more? I’ve built others and continue to do so – so for me, Waze was just another painting in the artist’s collection.
Do you still use the Waze app?
Of course.
Is there a feature you would like to add to the app?
No, Waze has plenty of features people don't even know about.
When using Waze, do you still think about improving this or that? Do you still see the app as your child or just another app?
When we created Waze, we wanted it to be simple – and it truly is. So, if you ask whether I’d want to add something new, that would mean sacrificing simplicity. So the answer is no.
I’d like to discuss the future of mobility. Some readers in Lithuania or Europe may find it far off, but in the US, autonomous taxis are already on the streets. Will the future be autonomous, and how many years until it arrives?
The future is autonomous – there’s no doubt about that. We have to understand that the car industry has barely changed in the past century. A hundred years ago, the best-selling car in America was a Ford – it was black and could go about 16 miles (25.6 km) on a gallon of fuel. Last year, the best-selling car was still a Ford – and still black.
Everything we continue to do exactly as our parents did is a sign that it’s time for change. We drive cars the same way our parents did. Autonomous vehicles will allow us to simply sit in the back and be passengers. That’s our future – the only question is when. Ten years ago, everyone said, ‘In five years.’ Not yet – but perhaps in ten years, yes. The key point is that this technology will create enormous value. The fact that we won’t have to drive will give us more time – not to mention far fewer accidents and fatalities.
Can you share a failure that changed your life or taught you the most important lessons?
Not all of my companies have been successful – I’ve had my share of failures. I think the biggest one was not being able to recognise the right people. The paradox is that if you asked me whether it could happen again, I’d say ‘yes’. Only next time, I’ll spot the problem much faster.
You say it’s important to “recognise the right people”. How do you choose them, and what qualities do you look for?
Sometimes you can’t see certain qualities straight away – it takes time. For example, the ability to make tough decisions decisively isn’t something you notice on someone’s first day. It only becomes clear later. The same goes for persistence – at first, everyone seems enthusiastic, but you never know who will still be standing a few years down the line.
Are there social norms you consider when choosing a team or people to work with?
When building a team, two things matter most. First – the team must be able to execute. Second – the team must align with your culture, your DNA. At the start of any business, you make two key decisions: what your company’s DNA will be, and what value you’ll offer customers. The DNA is entirely up to you.
How do you deal with failures or difficult periods?
I just keep going.
Since I asked about your failures, can you share a biggest success story or a decision you think was the best of your life?
Some people look for answers in the past – I do the opposite, I look to the future. That’s why I say my biggest failure and my greatest success are still ahead of me. I always look forward, not backward.
What do you think is the biggest problem in the world today that we should solve?
Saving for retirement is a serious challenge, and the problem is simple: when you’re young, you don’t care, and when you do, it’s often too late. I think this will be a major future issue, especially as people live longer and longer. So, I’d say it’s a significant challenge for the future.
Speaking of another issue, I see major problems in mobility. In 2007, I started Waze with the dream of helping people avoid traffic jams. Today, there are more traffic jams than in 2007. The main reason is more cars and more people. One of my startups is tackling the problem of finding parking, which turns out to be a crucial part of mobility. After all, about a third of driving time is spent searching for a parking spot.
What about artificial intelligence? Is it the most promising technology that will change our lives?
Regarding AI, I see it today as a way to boost productivity. If you write code, you can do it faster and better. If you work in customer service, AI can make services higher quality. Whatever you do, AI allows you to increase productivity. It’s inevitable, and if you don’t use AI, you’ll simply fall behind.
Let’s imagine the world in 30 years with AI. How do you see it?
We will have areas where AI will allow information to flow faster and more efficiently. This will enable much better delivery of certain services, for example in healthcare. We’ll be able to perform diagnostics much faster and more accurately. Many services will improve.
However, one clear issue with today’s AI, which I think many people face, is that it doesn’t always provide accurate information. Therefore, it’s important that AI is supervised by humans. Perhaps this will change in the future.
We have many enterprising young people in Lithuania who want to start startups. What advice would you give them?
Understand how you can create value. If you create value, you will be successful.
Do you ask yourself about the meaning or purpose of life?
My purpose in life is simple – create value.
If you had a magic wand and could grant one wish or solve one world problem, what would it be?
It's a shame I don't have such a wand but if I did, I would choose peace.
When hiring, do you prioritise competence or social intelligence?
Alignment with the company’s DNA.
Do you create the product first or the team?
Team.
Work model: 9-9-6 (9 a.m.–9 p.m., 6 days a week) popular in Asia and Silicon Valley, or the usual 5-day week?
I choose 9-9-6. If you want to make an impact, you must give it all 1000% of yourself.
And finally: justice or peace?
I don't know. Depends on the situation.
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