Atticali

Itzhak Biton: All-Terrain

By Matt Solis, Editor

Itzhak Biton was no stranger to the rodent proofing business in his native country of Israel, but when he moved to the United States in 2014, he was presented with an entirely new aspect of the industry. “Back home, our family-owned business was focused solely on rodent control, but there aren’t any attics or crawl spaces in Israel, so when we came to the U.S., we expanded our services to include those spaces,” he explains. “We also learned the importance of insulation replacement, and as we became insulation experts, our business grew and evolved over time.”

Itzhak established Atticali in 2019 to provide clients with high-quality work and top-notch customer service—two elements that he found were often lacking in the insulation industry. “In my experience, many insulation companies in the Bay Area are unlicensed and don’t do proper work—they miss holes or install things incorrectly because they know that most people rely on pictures instead of personally checking their attics and crawl spaces,” he says. “We always verify our work with our clients and we’re very thorough with our process, from the initial inspection to the follow-up appointments.”

Today, Itzhak says his favorite part of his job is helping clients solve problems that have been affecting their quality of life. “Most people are really grateful when we’re able to fix their issues, so it’s a very rewarding feeling. Whether we’re addressing clients’ rodent infestations or resolving temperature fluctuations in their homes, our top priority is making sure they’re happy with our work.”

A resident of Milpitas (where he lives with his wife, Cynthia), Itzhak spends most of his time outside of work engaging is his favorite vehicular activity. “I spend a lot of time riding ATVs, both in the mountains and on flat land,” he says. “I have a lot of friends who own quads, so we like to come together to explore more challenging terrain.” Itzhak also likes playing video games and watching TV with his wife, but he points out that his busy schedule doesn’t allow for much downtime. “I work hard from 7am to 10pm because we have a lot going on, so my main goal is to relax on Saturday so I can have a break from the long work week.”

In his life and career, Itzhak emphasizes the importance of professionalism, honesty and excellent customer service. “Those are the three things that I always tell my guys to focus on,” he affirms. “I’ve been through a lot in my life, but I try to approach everything with a smile because I know the bad times will pass, no matter what. Those challenges made me stronger, so I try to keep a positive attitude and remember that every problem has a solution.”

When asked what his life would look like if he retired tomorrow, Itzhak says he would take the opportunity to unplug in one of the world’s most relaxing locales. “The first thing I would do is invest all my money, but after that, I would go to Hawaii and throw my phone into the sea!”

Ask Me Anything!

Q: What’s your favorite thing to do on a rainy day?
A: If I’m not working, I like staying home and watching movies.

Q: What’s your favorite sport?
A: I’m a big MMA fan. I’ve even been to a few UFC events.

Q: What’s your favorite local restaurant?

A: Real Kabob in San Jose.

Q: Are you an early bird or a night owl?

A: I’m an early bird.

Q: If you could travel anywhere in the world, where would you go?
A: I’ve always wanted to visit Thailand.