HeyMax raises $11m Series A to scale travel loyalty across APAC

January 28, 2026

HeyMax, a Singapore-headquartered loyalty and travel rewards platform, has raised $11m in Series A funding to accelerate product development and expand its regional footprint across Asia-Pacific.

The funding round was led by Peak XV Partners, with participation from strategic investor Betatron Venture Group. Existing backers January Capital and Tenity also continued their support. Additional investors included Rob Rosenstein, co-founder and chairman of Agoda, and David Lee, FinTech advisor, independent bank director, and former president of Visa APAC.

Founded in 2023, HeyMax operates a platform designed to unify fragmented loyalty and travel rewards ecosystems. Through its flagship rewards currency, Max Miles, consumers can earn and redeem value seamlessly across brands, payment cards, airlines, and hotels.

The newly raised capital will be used to enhance HeyMax’s product capabilities, with a particular focus on AI-empowered rewards experiences that simplify earning and redemption.

Geographically, HeyMax plans to build on its presence in Singapore and Hong Kong SAR by expanding into Japan, the Taiwan region, and Australia by the end of 2026.

HeyMax CEO and cofounder Joe Lu said, “Across Asia-Pacific, travel increasingly shapes how people spend and save, yet rewards remain fragmented across markets.

“HeyMax unifies earning and redemption across borders so frequent travellers can capture value more easily into one universal travel wallet allowing our customers to travel better and faster. This also gives our partners a stickier, higher-engagement way to reach travellers and tap into the growing flow of spending and loyalty tied to travel across the region. This funding helps us accelerate how consumers earn and redeem travel rewards, scale our platform, and deepen partnerships.”

HeyMax enables users to earn Max Miles with more than 800 participating brands, including Trip.com, Shopee, Starbucks, and foodpanda, and redeem them for flights, gift cards, or transfers to over 30 airline and hotel programmes.

Key features include FlyAnywhere, which allows flight bookings on nearly any airline at a fixed rate per mile, and Card Maximiser, a tool that helps users select the most rewarding Visa card automatically.

Peak XV Partners managing director Rohit Agarwal said, “Loyalty programs were designed to influence consumer behaviour towards their favourite airlines, hotels, or retailers. But today, a majority of these programs suffer from low engagement and have merely become a tool to collect customer information, resulting in no real loyalty. HeyMax is leveraging technology and reward loops to increase engagement and consumption for the world’s best brands. More than 40% of the total card revenues, totalling over US$100 billion globally, is spent on loyalty and consumer rewards – this is HeyMax’s opportunity.”