Ben Horin Alexandrovich: PR Firm Tied to Finance Chair

Ben Horin Alexandrovich is an Israeli public relations and strategy firm, founded in 2008, that is half owned by Itai Ben Chorin, the husband of MK Liran Avisar Ben Horin. She is set to chair the Knesset's interim Finance Committee. The firm's listed clients include Bank Mizrahi Tefahot, Teva and Strauss, which makes conflict-of-interest disclosure a live issue for the committee.

Last updated: November 15, 2026.

Who owns Ben Horin Alexandrovich?

Itai Ben Chorin and Tal Alexandrovich-Segev founded Ben Horin Alexandrovich in 2008 and run it together. Calcalist and Makor Rishon report that Ben Chorin holds half of the firm. The firm describes its services as strategic communications consulting, crisis management, campaign management, spokesperson work and public relations.

Which clients does the firm list?

Calcalist reported on November 11, 2026 that the firm's website names the clients below. The sector labels are Olam's.

N12 (Mako) adds Schweppes, Ein Gedi water, Mango, Foot Locker, the Federation of Israeli Chambers of Commerce and the Manufacturers Association of Israel to the firm's client roster. N12 also says the roster includes local authorities, academic institutions and social organizations.

Why does the Finance Committee matter?

The Knesset Finance Committee regulates banking and oversees the state budget, which touches most of the firm's listed clients. Calcalist counted 41 committee hearings on banking between 2024 and 2026.

One recent banking issue was the excess profits tax on banks. The tax applies to every bank, not only Bank Mizrahi Tefahot. Calcalist nonetheless asks how a chair whose husband advises the bank could press the Finance Ministry or the banks on the subject.

How did earlier chairs handle the banks?

Former chair Moshe Gafni of United Torah Judaism acted as a public defender against the banks, according to Calcalist. He mediated between the banks and the Finance Ministry on several issues, among them the excess profits tax.

In a July 2024 hearing, Gafni criticized the 14 percent interest banks charge on overdrafts. In 2023 he demanded that banks pay customers interest on credit balances, as they charge interest on debit balances. In December 2022 he submitted a bill to limit mortgage interest increases, and he also pushed rules to cut the fees banks collect for distributing mutual funds.

Calcalist notes that earlier chairs, including Gafni, Yaakov Litzman and Alex Kushnir, had no business ties of the kind that could now limit Avisar Ben Horin in dealing with the banks and other large companies.

Which committee issues touch the firm's clients?

N12 mapped the committee issues that could reach the firm's clients. The table below follows that map.

N12 also lists NTA, which is building the light rail and the metro, Ashtrom and Africa Israel in real estate, SolarEdge in energy and Teva among the firm's clients whose matters could reach the committee.

What other business ties does Avisar Ben Horin have?

Avisar Ben Horin was until recently a senior executive at Kistone, an investment fund that N12 describes as a public company worth about NIS 4 billion. N12 reports she left Kistone 22 days before the election but still appears on the fund's website. She said she will not handle public matters that were her responsibility there.

Kistone controls Egged and Hot Mobile and holds power stations, desalination plants, solar fields and wind turbines. N12 concludes that public transport, communications, energy and water could also be limited areas for her, on top of banking.

What conflict rules apply to a Knesset member?

Knesset members are not required to sign a conflict-of-interest arrangement, unlike ministers and ministry director generals. They are expected to disclose a personal interest openly when the committee discusses it, and sometimes to abstain from the vote, according to N12.

Avisar Ben Horin told the Arrangements Committee she would apply the strictest rules to herself and hand any conflicted topic to another member. Her party, Beyachad, said she will act according to law, including conflict arrangements. N12 reports that when she was Communications Ministry director general, her partner dropped his communications clients and she committed to avoid matters involving the firm's material clients.

Is there a precedent for a conflict like this?

N12 points to the Bennett-Lapid government, which appointed attorney Michal Rozenbaum to head the Government Companies Authority. She was the partner of Eli Kamir, who leads one of Israel's largest strategic communications firms. N12 says the conflict limited her on several core issues of the job.

Avisar Ben Horin's appointment is itself a first. N12 and Calcalist report that she will be the first woman to chair the Finance Committee, even on an interim basis.

What happens if she steps aside on banking?

Another committee member, usually from her faction, would run the banking hearings. Calcalist warns that the chair would then sit above one of the committee's main areas without directing it, and with less leverage. The test is which hearings she hands off, and whether she publishes a list of recusals.

Sources

Reporting in this article comes from Calcalist on the 41 banking hearings, N12 on the conflict-of-interest map and Makor Rishon on the firm's ownership. All three are in Hebrew.