Who they are
Moti Rubinstein runs Pashkevil, an advertising and strategy firm for the haredi market, and founded Lechatchila, a haredi news channel on work and public life. He was born in Buenos Aires in 1985 and moved to Israel in 2001, where he studied at Torah Or Yeshiva in Jerusalem. He later took a degree in education and society at Ono Academic College.
He co-founded Pashkevil with Ariel Klickstein, a former fellow student, and was already its chief executive in 2009. He served as media adviser to Bnei Brak’s mayor, Avraham Rubinstein, and advised on municipal campaigns and projects. He was among the founders of HaMakom, a magazine for haredim in the workforce, and edited it until May 2025, when he started Lechatchila. The channel covers employment, education, the economy, academia, service and local government, online and on messaging apps.
He has written, edited and conducted interviews on haredi society for years, and has been active on social media since 2012.
Positions and record
Public safety: Called in January 2026 for an investigation of protest organisers after a boy was killed in Jerusalem, and opposed sending children to roadblocks without coordination or safety arrangements.
Where they stand
Holds the party line on every issue.
Judea & Samariaparty lineWill vote with the right-wing bloc, and wants haredi towns and haredi hesder yeshivas along the eastern border Two states / withdrawalSovereignty / annexation
Gaza & Securityparty lineWill vote with the right-wing bloc, and wants haredi service tracks in the Shin Bet, the Mossad and the police, with help for haredi reserve families Deal & disengagementFull military control
Haredi Enlistmentparty lineAbsolute protection for a young man learning all day. Haredim who are not learning all day serve, in the army or in national and civil service
Universal draftPreserve exemptions
Judiciaryparty lineWill vote with the right-wing bloc, with no proposal of its own on the courts Court can strike lawsKnesset can override
Economyparty lineThe economic right: a flat tax and capital gains at 20%, Ashdod port privatised, no compulsory union, and benefits tied to work, beside state-funded training for haredi workers
Social spendingFree market
Educationparty lineHaredi schools stay independent, with maths and English taught inside them through the state-haredi stream
State runs the schoolsParents and communities
Religion & Stateparty lineRuns on the sector's own institutions, not on the state's religion policy Civil / pluralistReligious authority
Nation & Citizenshipparty lineWill vote with the right-wing bloc, and wants the gates open to every Jew, with absorption that goes on past the airport Equal citizenshipJewish national state
