HeyMax has launched HeyMax First, a miles-upfront membership programme that lets travellers book their dream flights now and earn the miles back later through everyday spending.
The idea is simple: instead of waiting years to accumulate enough miles for a premium cabin redemption, members can access up to 1,000,000 Max Miles upfront, draw down the miles they need, and use them for the trip they want today.
A new way to think about loyalty
Premium award flights often require hundreds of thousands of miles. For many travellers, that means years of disciplined spending, careful card strategy, and a constant risk that points expire or devalue before they are used.
HeyMax First flips that model. Members can access miles first, redeem for travel, and then earn those miles back over time through the HeyMax app. First-year membership fees are waived for members who sign up during the launch period.
How HeyMax First works
| Step | What it means |
|---|---|
| Join free | First-year membership fees are waived for everyone who joins during the launch period. |
| Get miles upfront | Members receive access to up to 1,000,000 Max Miles and draw the miles they need for their trip, paying a fully reclaimable access fee to unlock them. |
| Redeem to fly | Max Miles transfer 1:1 to 20+ leading airline and hotel loyalty programmes, with access to 70+ airlines across major global alliances. |
| Earn later | Members earn the miles back through everyday spending on HeyMax. There is no deadline, no penalty, and no minimum activity. |
No deadline, no pressure
Unlike traditional loyalty programmes built around expiry dates, status cliffs, and renewal pressure, HeyMax First is designed without a clock. Members can take as long as they need to earn the miles back.
Once the miles are earned back and the access fee is fully returned, the flight has effectively cost the member nothing beyond the spending they were already doing.
For so many years, loyalty programmes have asked travellers to spend first, wait years, and hope their miles are still worth something when they finally have enough. HeyMax First reverses that.
Joe Lu, CEO and Co-founder of HeyMax
Built on HeyMax momentum
The launch follows a period of rapid growth for HeyMax. Founded in 2023 by four former Meta engineers, HeyMax closed an US$11 million Series A in January 2026 led by Peak XV Partners.
HeyMax has expanded beyond Singapore into Hong Kong, with Japan, Taiwan, and Australia targeted by the end of 2026.
About HeyMax
HeyMax is a Singapore-headquartered loyalty and travel rewards platform that turns everyday spending into meaningful travel. Users earn Max Miles from over 800 merchants globally and redeem them for flights, hotels, rewards programmes, and gift cards.
Max Miles never expire, come with no fees, and are designed to give modern travellers more flexibility in how they earn and redeem.
Membership benefits, launch waiver availability, Miles Pool access, access fees, transfer partners, redemption availability, and earning eligibility may vary. Always check the latest HeyMax First terms and in-app details before joining, booking, transferring, or redeeming miles.
