This press release was issued by HeyMax.

Today, HeyMax announced the official launch of HeyMax First, a world-first miles-upfront membership programme that flips the current model of earning miles over time before flights can be redeemed.

With HeyMax First, consumers can get upfront access to their miles, redeem seats across more than 70 airlines, from economy to business class, and opt for accommodation across more than 20,000 properties. Subsequently, the miles are earned through everyday spending.

Innovative Model Allows For Better Ways to Fly

Since its soft launch in July 2026, more than 50,000 users have registered for the programme, and 5 million miles have been advanced within the 3-month period.

Among those who have early access to the programme was Mr Aaron Wong, known for sharing travel hacks on redeeming credit card points and miles through his MileLion platform. Mr Wong shared, “HeyMax First is an innovative “fly now, earn later” scheme that gives you the Max Miles you need to redeem a trip today and worry about replenishing your balance later. Used correctly, it can be a powerful tool — especially for time-sensitive opportunities like award space drops, transfer bonuses, or looming devaluations”

With research and market projections showing that the Asia Pacific loyalty market is likely to double to $60 billion by 2029, HeyMax has clear expansion plans. Joe Lu, CEO and Co-founder of HeyMax, said, “With growing indications from existing and prospective investors, we plan to expand our HeyMax network into Japan, Australia, Europe and the United States.”

“The wider the network, the greater the possibility for travellers to earn and redeem their Max Miles so they can fly sooner, better and smarter,” he added.

Seat Redemption Today, Not Someday

HeyMax First eliminates significant pain points for a growing market of avid travellers. It shortens the time required to redeem miles; eliminates the disappointment of points expiry or devaluation; and addresses the unavailability of seats in a preferred period.

HeyMax First’s global award search functionality also allows travellers to access available seats across multiple airlines, offering optimal options to redeem seats on airlines across the same coalition such as Oneworld, Sky Team or Star Alliance.

With its fly now earn later concept, HeyMax First makes it possible to fulfil travel aspirations earlier. Families can travel together or meet their loved ones overseas sooner, rather than later – all for a fully-reclaimable access fee, with no expiry on the miles redeemed.

Joe Lu, CEO and Co-founder of HeyMax, shared, “As an avid traveller myself, I understand how travellers aspire to travel to experience the world, fly comfortably, cheaper, and faster. Instead of having to wait for years to accumulate miles before vying for a limited number of redeemable seats within any specific airline frequent flyer programme, HeyMax First is the outcome of this aspiration. By increasing the award availability across 70 airlines, we help travellers fulfil their travel plans earlier, with greater choices of seats at their own time frame.”

Easy Miles-Fulfilment, Double-Dipping and No Time Limit

Earning miles is simple through HeyMax, a shopping platform introduced in 2023, connecting multiple loyalty and merchant programmes within one platform, enabling users to earn and redeem value seamlessly through its flagship currency – Max Miles.

The portal currently has tie-ups with more than 800 lifestyle and shopping brands, including Shopee, Trip.com, Agoda and Amazon. As making purchases from these brands are already part of consumers’ regular spending habits, HeyMax users can easily earn up to 8 miles per dollar to offset their miles advanced.

In addition, users can enjoy double dipping as they will continue to benefit from the rewards entitlements that these lifestyle brands and credit card companies offer.

To date, more than 700 million Max Miles have been earned through the HeyMax shopping portal, with more than 100 million Max Miles redeemed, demonstrating the ease of earning and redeeming miles.

Welcoming A New Partner - Trust Bank

HeyMax is delighted to welcome Trust Bank, Singapore’s largest digital bank - by customer numbers - with strong consumer recognition, as our newest partner.

With effect from 21 September 2026, Trust Bank’s Freedom cardholders will be able to earn Trust Miles at a rate of 1.3 miles for every dollar, with no cap on the number of miles that can be earned. This is yet another opportunity to accelerate miles earning to fly sooner.

Trust Miles can be converted to Max Miles at a 1:1 ratio and there is no expiry date for Max Miles. The new Freedom card is also the only credit card in Singapore that does not charge FX fees, while allowing users to earn miles on overseas spend. New Freedom cardholders can also earn acquisition bonuses of up to 100,000 Max Miles

Dwaipayan Sadhu, CEO of Trust Bank, said: “At Trust, we believe our customers should not need multiple cards to earn the rewards they value most. The Freedom card was built around giving customers the flexibility to choose how they want to be rewarded, and our partnership with HeyMax is another step in delivering on that promise. By combining Trust’s simple and rewarding banking experience with HeyMax’s extensive travel rewards ecosystem, we are helping customers get more from their everyday spending and making travel rewards more accessible than ever.”