SINGAPORE, July 6, 2026 /PRNewswire/ -- HeyMax, the Singapore-born AI-powered loyalty and travel rewards platform, today officially launched HeyMax First, the world's first miles-upfront membership programme, to all customers. HeyMax First flips the decades-old loyalty model on its head: instead of saving miles for years before redeeming a dream trip, members receive up to one million miles upfront — enough for any business-class trip — and earn them back over time through everyday spending. First-year membership fees will be waived for all members who sign up during the launch period.

Premium award flights typically require hundreds of thousands of miles — a balance that can take an average traveller years of disciplined spending to accumulate, often only to watch points expire or devalue before they are used. HeyMax First removes the wait entirely.

How HeyMax First works

1. Join free. First-year membership fees are waived for everyone who joins during the launch period.
2. Get miles upfront. Members receive access to up to 1,000,000 Max Miles and draw down the miles they need for the trip they want — paying a fully reclaimable access fee to unlock them.
3. Redeem to Fly. Miles transfer 1:1* to 20+ of the world's leading airline and hotel loyalty programmes, unlocking access to 70+ airlines spanning every major global alliance.
4. Earn later — on your own time. Members earn the miles back through everyday spending on the HeyMax app, and the access fee is reclaimed as they do. There is no deadline, no penalty and no minimum activity — members take as long as they need.

Unlike traditional loyalty programmes built around expiry dates, status cliffs and renewal pressure, HeyMax First has no clock. Once the miles are earned back and the access fee 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 do the same thing: spend first, wait years, and hope your miles are still worth something when you finally have enough," said Joe Lu, CEO and Co-founder of HeyMax. "HeyMax First reverses that. We front you the miles, you take the trip you've been putting off, and you earn them back on your own schedule — with no deadline and no penalties. The dream trip shouldn't be the reward at the end of the journey. It should be the start."

The expansion builds on an existing relationship in which HeyMax users can already convert Max Miles to yuu Points at a ratio of 1:3. With the addition of Max Miles as a redemption option, yuu members can now access HeyMax's curated portfolio of more than 20 leading global airline and hotel loyalty programs, enabling them to redeem award flights and hotel stays. This broad network makes Max Miles one of the most versatile reward currencies available.

"At HeyMax, our mission has always been to make aspirational travel more accessible to everyone," said Joe Lu, Co-Founder and CEO of HeyMax. "Partnering with yuu Rewards Club is a natural next step. For the first time, yuu members can convert their everyday points into a reward currency that opens the door to a whole world of travel opportunities. That is the kind of freedom we want to give to every consumer."

yuu Rewards Club is one of Singapore's most widely used loyalty ecosystems, with Members earning points at supermarkets, convenience stores, pharmacies and other lifestyle touchpoints. The new Max Miles conversion feature means those accumulated points can now serve a dual purpose: rewarding everyday spending while helping members achieve their travel aspirations through one of the region's most flexible miles currencies.

"yuu Rewards Club is committed to delivering ever-greater value to our members," said Lee Yik Hun, Head of Commercial at yuu Rewards Club. "With leisure travel increasingly becoming a priority for Singapore residents, this expanded partnership with HeyMax gives yuu Members greater flexibility to convert their points into flights or hotel stays, extending the benefits of everyday spending into overseas travel."

The partnership comes at a pivotal moment for HeyMax, which recently inaugurated its global headquarters in Singapore following a US$11 million Series A funding round. The company is also actively expanding its network of loyalty and travel partners across the Asia-Pacific region.

About HeyMax

HeyMax is a leading loyalty and travel rewards platform that turns everyday spending into meaningful travel, headquartered in Singapore. HeyMax is on a mission to bring more joy and empathy to the world through travel, with a vision of helping people travel sooner, better, and smarter.

Users earn Max Miles from over 800 top merchants globally and redeem them directly for over 20 flights, hotels, and rewards programs, or use them for gift cards. Max Miles never expire, come with no fees, and offer unmatched flexibility for modern travelers.

HeyMax is backed by leading investors, including Peak XV Partners, January Capital, Betatron, and Tenity. For more information, please visit www.heymax.ai.