Singapore-based HeyMax, a rising star in the travel loyalty and rewards tech space, has reported a stunning fivefold increase in year-on-year revenue, reaching an annualized run rate of over US$6 million as of May 2025. The platform, launched in 2023, has rapidly gained traction across Asia with its flagship rewards system, Max Miles, and now plans to enter key regional markets including Australia, Japan, Korea, Hong Kong, and Taiwan.
With over 120,000 registered users and 44,500 monthly active users in Q1 2025, HeyMax is proving that modern consumers are ready for a more connected loyalty experience. The platform now issues more than 500 million Max Miles annually and has processed over US$200 million in transaction volume, reflecting strong momentum in a traditionally fragmented space.
The Loyalty Evolution Favors Ecosystems Like HeyMax
The loyalty industry has come a long way—from copper tokens in the 18th century to frequent flyer miles in the 1980s, and now to digital-first ecosystems. Much like how American Airlines revolutionized loyalty in 1981 with its Frequent Flier program, HeyMax is ushering in a new era by connecting over 500 brands and 27 travel partners through a single, unified rewards system.
This shift from siloed points systems to interconnected loyalty ecosystems represents a broader trend in consumer behavior: people want flexibility, interoperability, and real value from the programs they engage with. HeyMax’s ability to bridge merchants, airlines, and hotels through Max Miles positions it as a consolidator in a fragmented loyalty market—a role that has historically produced outsized winners.
APAC’s Loyalty Boom Aligns Perfectly with HeyMax’s Strategy
The global travel loyalty market is projected to triple from $26.9 billion in 2023 to $88.7 billion by 2034, and the Asia-Pacific region is expected to lead this growth. Increasing digitalization and rising disposable incomes across the region make APAC a perfect target for HeyMax’s next phase of growth.
Headquartered in Singapore, HeyMax is well-placed to capitalize on cross-border spending and travel flows. The platform’s surge in transaction volume—growing 15x year-over-year—mirrors broader trends in the region where digital-first loyalty programs are becoming increasingly influential in shaping consumer decisions.
Recent data shows 75% of APAC consumers are likely to book travel through retail loyalty platforms if they offer meaningful benefits. HeyMax is tapping into this sentiment by directly linking everyday spending to travel rewards, turning mundane purchases into aspirational experiences.
From Points to Experiences: Loyalty Gets Personal
The loyalty game is no longer about simply collecting points—it’s about building experiences. Studies show that 74% of travelers value experiences over cost, and this mindset shift is driving a new wave of loyalty platforms that offer personalization, flexibility, and real-world utility.
HeyMax’s goal of making Max Miles the most “connective travel loyalty currency” fits this new landscape. When members see genuine value, they spend up to 18% more than non-members. That’s the power of experiential loyalty—and it’s working.
By aiming to connect with 50 airline and hotel programs by 2027, HeyMax is prioritizing choice and flexibility, two of the most demanded features in modern loyalty programs. This strategy not only benefits consumers but also appeals to merchants looking to boost engagement, generating powerful network effects that fuel sustainable growth.
