HeyMax Unveils HeyMax First, World’s First Miles Upfront Membership That Lets Travellers Fly Before They Earn

Singapore born AI powered loyalty and travel rewards platform HeyMax has officially launched HeyMax First, introducing what it describes as the world’s first-miles upfront membership programme. The new offering allows travellers to access up to one million miles before earning them back through their everyday spending, removing the traditional wait associated with accumulating enough rewards for premium flights.

To mark the launch, HeyMax is waiving the first-year membership fee for everyone who signs up during the introductory period.

Traditional airline loyalty programmes often require travellers to spend years collecting enough miles for premium cabin redemptions, with many also facing the risk of points expiring or losing value before they can be used. HeyMax First aims to change that by giving members immediate access to a substantial pool of Max Miles that can be redeemed for travel right away.

The programme is designed around a simple four step process. Members can join for free during the launch period and receive access to up to one million Max Miles. They can then draw the number of miles needed for their desired trip by paying a fully reclaimable access fee. These miles can be transferred on a one-to-one basis, subject to applicable terms, to more than 20 leading airline and hotel loyalty programmes, providing access to over 70 airlines across the world’s major airline alliances.

After redeeming their miles, members gradually earn them back through their everyday spending using the HeyMax app. As they do so, the access fee is progressively returned. There are no deadlines, penalties or minimum spending requirements, allowing members to replenish their miles at their own pace.

Unlike conventional loyalty programmes that often rely on expiry dates, status tiers and annual renewal requirements, HeyMax First has no time limit for members to earn back their miles. Once the borrowed miles have been fully earned back and the access fee completely refunded, members would have effectively redeemed their flights through spending they were already making.

The launch comes as HeyMax continues its rapid expansion. Founded in 2023 by four former Meta engineers, the Singapore based startup secured a US$11 million Series A funding round in January 2026, led by Peak XV Partners. Since then, the company has expanded into Hong Kong and plans to enter Japan, Taiwan and Australia by the end of 2026, further growing its presence across the Asia Pacific region.