Wealth management for the points you forgot you had.
The holder-side intelligence layer for loyalty points. See what you own, protect it from devaluation, and make the highest-value move before it evaporates.
kyle@upway.travel · deck.upway.travel
Maddie has ~$5,000 in points. She still pays cash to fly.
A real user, not a persona. Which program to move to? Where's the seat? Is it worth it? Nothing she used could tell her, so she paid cash. You almost certainly have $2,000 to $5,000 of this yourself:
A dozen accounts, no single view
Cards, airline miles, hotel points, partner balances, statuses, and credits, all in separate logins.
A balance is not a value
The same points can be worthless or worth thousands, and no tool tells you which.
It silently loses value
Programs devalue without notice; windows close; it all moves against the holder.
Every tool solves one piece
Trackers show a number. Search tools find one flight. Nobody manages all of it.
Her 80,000 Chase points = $800 cashed out or ~$2,400 of flights she'd have paid cash for.
Maddie is 40M+ Americans (our estimate, disclosed). Billions in new points are issued every year, and much of that value is never redeemed.Loyalty quietly became a $100B+ asset class. The holder never got a manager.
Airlines already borrow against their loyalty ledgers. Co-brand cards are the profit engine. The most valuable asset in the system is the points ledger, yet the holder still sees scattered balances and stale portals.
Impossible 24 months ago. Obvious 24 months from now.
Points now move like financial assets
Airlines borrow against them; issuers depend on them; program rules change faster than holders can track.
Models can finally parse hostile data
Account pages, inbox confirmations, transfer rules, and award charts are now machine-readable enough to manage.
One live statement for everything you hold.
One connection turns scattered balances into a live, real-dollar position. A balance is not a value; Upway shows the difference.
Guided one-tap execution ships next.
Built and running today. Not slideware.
The full connect → value → book loop runs today at app.upway.travel.
The core loop is real, not mocked:
on the early-access waitlist; investor demos in progress.
Every AI travel agent needs a loyalty brain. We're building it.
When ChatGPT or Claude answers "is this award worth it?", something has to price the points. Today nothing can. Upway is that answer, one call to the loyalty brain.
"Get me to Tokyo on my points"
A traveller asks an AI agent, or asks Upway directly.
The agent calls Upway
One connector to the loyalty brain: valuation, availability, the best move.
Priced, and bookable
"78K points via Virgin, save $2,400, move before August." Not a guess.
Anyone can get the data. Only we know what to do with it.
We read accounts the programs keep messy on purpose
Holder-authorized access across programs built not to be portable. The hard, durable problem.
The only view of the whole position
Connected to everything you hold, Upway sees value, risk, and movement no single airline or issuer can.
Every move teaches the engine
Each valuation, alert, and executed redemption feeds back in. The advice sharpens with every holder.
A currency 40M+ people hold, and no one manages.
The estimated $100B+ of outstanding loyalty value is the backdrop (context, not a claimed TAM). 40M+ Americans and millions of Australians hold points they can't price or use; the serviceable wedge is the ~2M premium-card holders across AU + US whose points Upway can actively manage.
Same brain, bigger holders: Upway for Business (team & business-card travel) and Upway-as-API (the loyalty brain every travel app and AI agent calls).
Everyone owns one corner. The whole picture is open.
General AI planners (Mindtrip, Otto, Layla) book cash trips and never read your points. Watchers show one balance; search finds one flight; the programs won't build against their own breakage. The holder's whole position stays open.
Monetize trust, not confusion.
Three stacking engines that blend to the ~2% take.
See & protect
Portfolio view, valuation, risk flags, cash-booking paths. Genuinely useful. This is distribution and trust.
Manage & act
Proactive monitoring, deeper redemption tooling, richer alerts, guided action.
Free tier is the moat; Pro is the margin. Never gate the first "what are my points worth?" moment.
How we get users: a free answer people can't help sharing.
Connect once, and see you're sitting on $5,000 you forgot you had. That is a screenshot people send straight to the group chat.
The shareable moment
The free "what are my points worth?" reveal is built to be sent. Every share is a warm signup at zero ad spend.
Where they already are
The points community is dense and loud online, creators, Reddit, FlyerTalk. We meet them there, not with paid ads.
Founder-market fit: one founder ships the product, one owns the market.
Kyle Fitzsimmons
Aviation-obsessed operator who built the Upway platform end-to-end.
Harry Fiske-Kealy
Owns brand, creative, social, and commercial go-to-market. The audience and revenue motion.
What PayPal did for the checkout, Upway does for travel.
Nothing today connects your cards, banks, programs, and trips, and acts on all of it. The wedge is the points manager. The prize is the layer every travel dollar routes through.
The points manager
Every program, card & credit in one holder-controlled position. Live today.
Every trip, one place
Plan, book, redeem, and manage with your people. Same engine for teams: Upway for Business.
Open Source Travel
The open infrastructure of travel: data and rails open so everything builds on it, and every trip, and every AI agent, routes through.