Singapore becomes HeyMax’s global base as startup scales AI and travel rewards ambitions
HeyMax opens its global headquarters in Singapore as it scales engineering, AI research, and regional expansion across APAC.
HeyMax has officially opened its global headquarters in Singapore, marking a new phase for the AI-powered loyalty and travel rewards platform as it builds out regional operations following its US$11 million Series A round earlier this year.
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The new office will house the company’s core engineering, AI research, and regional expansion teams, making Singapore the central base for its next stage of growth across APAC. The opening ceremony was attended by Alvin Tan, Minister of State for Trade and Industry and National Development, who also serves as a board member of the Monetary Authority of Singapore.
A larger role for Singapore in the next growth phase
The headquarters opening gives Singapore a broader role in HeyMax’s business beyond its origins in the market. The company said the new facility will act as the operational centre for its regional push, at a time when it is entering markets including Hong Kong and Japan.
HeyMax said the decision to keep its global base in Singapore was shaped by three priorities. It pointed to access to AI, engineering, and operations talent, the city-state’s position as a financial hub with links to global investors, and its role as one of the region’s key travel gateways.
That combination fits the company’s business model, which sits between consumer finance and travel. HeyMax’s platform is built around helping users earn and redeem rewards more easily, tying financial optimisation to travel spending and redemption.
Finance, travel, and product development in one hub
The new headquarters brings together HeyMax’s core product, engineering, AI research, and regional expansion teams in Singapore. That gives the company a central base for development and regional growth as it enters markets such as Hong Kong and Japan.
Joe Lu, Co-Founder and CEO of HeyMax, said, “Singapore is the only place in the world where you are standing at the absolute centre of both the future of finance and the future of travel.” He pointed to the city’s position across fintech, talent, and global connectivity as the basis for anchoring the company’s global headquarters there.
During the event, Alvin Tan toured the office and spoke with the team about consumer technology and Singapore’s role as a global fintech hub. His presence gave the opening a stronger policy and ecosystem signal, especially as the minister oversees both fintech and tourism portfolios.
Expansion plans now move beyond the home market
The headquarters launch comes as HeyMax expands into Hong Kong and Japan, with the Singapore office set to serve as the base for product development and market execution across the region.
The company plans to double its local headcount by 2027, indicating that the Singapore operation will continue to grow alongside its regional footprint. That adds weight to the headquarters decision, tying it to hiring, research, and product development rather than using the office purely as a symbolic corporate base.
Tan said, “Singapore aims to be as fertile as possible for startups to grow and expand. HeyMax’s journey—from a team of 10 to now 30, with a major Series A funding and regional expansion into markets like Hong Kong—is a testament to that vision. We are 100% behind founders who choose to make Singapore their home and their Asia-Pacific headquarters. Our job is to continue making this a place where talent and innovation can truly spark.”
