Maxamation

What Maxamation does

Maxamation is a Sydney-headquartered, privately held software company founded in 1997 by Ian Johnson (formerly of British Airways) and Peter Brewer (formerly of Qantas) that builds cloud-based revenue management (RM) technology for the global airline industry. Its core product, Aviator, is a 100% cloud-native SaaS platform that runs AI-driven demand forecasting, willingness-to-pay modeling, and automated nightly fare-class inventory optimization across an airline's entire network, claimed to scale to over 25 million passengers annually and 1,000+ flight optimizations per minute. The portfolio also includes Aviator Insights, a standalone business intelligence add-on that combines PSS and competitive fare data for reporting without auto-optimization, and a recently launched RM Flight Management managed service that pairs the Aviator software with dedicated senior analysts who execute day-to-day revenue decisions on behalf of airlines lacking internal RM resources.

The company sells direct to airlines through a consultative enterprise sales motion, supported by event-led demand generation at aviation conferences and on-site implementation training; pricing is not publicly disclosed but follows an annual subscription model for software and a hybrid subscription-plus-services model for managed RM. Customer concentration is spread across 60+ airlines in more than 15 countries spanning Asia-Pacific, Africa, Europe, and North America, with a customer mix that leans regional carriers, LCCs, and flag carriers in emerging markets. Maxamation operates with a sub-50-person team organized around its Sydney headquarters and a Future Product Division, claims 200+ years of collective airline RM expertise, and reports no external funding rounds, indicating a bootstrapped operating model. Leadership is anchored by the two co-founders and CEO Szin-Yi Leong, who has led Aviator development for over a decade.

Name

Maxamation

Legal name

Maxamation Pty Limited

Website

https://maxamation.com

Company type

Private

Founded year

1997

Operating status

Operating

Headcount range

11–50 employees

Short description

Maxamation, founded in 1997 in Sydney, builds the Aviator cloud-based revenue management SaaS platform for airlines, plus an Aviator Insights BI tool and RM Flight Management managed service, serving 60+ airlines globally with AI-driven forecasting and automated fare-class optimization.

Ownership category

akta.pro rank

Product category

Aviation Revenue Management Software

NAICS

Search, Detection, Navigation, Guidance, Aeronautical, and Nautical System and Instrument Manufacturing (334511), Guided Missile and Space Vehicle Manufacturing (336414)

SIC

Aircraft (3721), Aircraft Parts & Auxiliary Equipment, Nec (3728)

akta.pro primary industry

Airline Distribution & Merchandising Platforms (Direct/B2B) (THALABAC)

akta.pro secondary industry

AI/ML Revenue Optimization Platforms & Decision Automation (THALAOAM)

Keywords

• Airline revenue management
• Aviation software solutions
• Flight inventory optimization
• Demand forecasting software
• Cloud-based SaaS aviation

Headquarters

HQ city

Sydney

HQ country

Australia

HQ region

Oceania

Offices2 records

Markets served

GTM type

B2B

Offering type

Software

Cost components

Technology or R&D, Personnel, Operations, Marketing or Sales, Infrastructure

Revenue model

1. Aviator Software Subscription: SaaS subscription model for Aviator revenue management software with auto-optimization capabilities. Sold directly to airlines with per-airline licensing.
2. Aviator Insights Subscription: Business intelligence tool subscription for airlines seeking powerful reporting and data-driven insights without auto-optimization. Can upgrade to full Aviator at any time.
3. RM Flight Management Managed Service: Fully managed revenue management service combining Aviator software with dedicated senior analysts who manage day-to-day flight inventory optimization. Addresses airline talent shortages with expert execution.

Pricing tiers

Go-to-market motion2 records

Distribution channels2 records

Marketing channels6 records

Core offering

Maxamation develops and sells cloud-based SaaS revenue management software (Aviator) and a related business intelligence tool (Aviator Insights) for commercial airlines. These products automate flight inventory optimization, AI-driven demand forecasting, and competitive fare analysis to maximize passenger revenue. The company also offers RM Flight Management, a managed service that pairs Aviator with dedicated senior analysts to execute revenue management functions on behalf of airline customers.

Product overview

Maxamation provides a unified portfolio of airline revenue management products and services. The core offering is Aviator, a 100% cloud-based SaaS revenue management software that uses AI-powered forecasting and automated optimization to maximize flight revenue for airlines. Aviator Insights serves as a business intelligence add-on module, providing reporting and performance analytics for airlines seeking insights without auto-optimization. For airlines wanting managed execution, RM Flight Management is a professional service that combines Aviator software with Maxamation's senior analysts to directly manage flight inventory optimization on the airline's behalf. All offerings are backed by 200+ years of collective airline revenue management expertise.

Differentiator

Problem solved

Functional benefit

Brands

• Aviator: Revenue management software with auto-optimization for airlines.
• Aviator Insights
• RM Flight Management

Products and services

• Aviator Cloud-based SaaS revenue management software for commercial airlines providing automated flight inventory optimization, AI-powered demand forecasting, competitive fare integration, willingness-to-pay modeling, and price-demand optimization. Trusted by 60+ airlines globally and designed to scale to support carriers with 25+ million passengers annually.
• Aviator Insights Business intelligence tool for airline revenue management that combines PSS data with competitive fares for flight and network performance tracking, custom reporting with flight cost and profitability analysis, and under-performance alerts. Allows airlines to upgrade to full Aviator at any time.
• RM Flight Management Fully managed revenue management service that combines Maxamation's Aviator software with dedicated senior analysts who directly manage airline flight inventory and availability optimization on a 24/7 basis. Designed for airlines facing talent shortages and claims to deliver 50x-200x ROI with a 7% average increase in passenger revenue.

Quantifiable outcome

• Airlines using Aviator see revenue increases of 4%-20%
• +4 more outcomes

Named customers21 records

Segments3 records

Ideal customer profiles2 records

Technology focussed Yes

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

AI capability4 records

Feature7 records

Scale indicators10 records

Recent moves6 records

Expansion highlights6 records

Broad incumbents

• Navitaire (Accenture): Navitaire, an Accenture business, provides PSS and ancillary revenue solutions used by many LCCs. Its revenue management and pricing capabilities directly overlap with Maxamation's target LCC customer base.
• Jeppesen (Boeing): Jeppesen, a Boeing subsidiary, provides crew, operations, and planning analytics to airlines, and overlaps with Maxamation in airline decision-support and optimization software categories.
• Sabre: Sabre AirVision Revenue Manager competes with Aviator in airline pricing and inventory optimization. As a major GDS and PSS provider, Sabre is a broad incumbent offering RM as part of an integrated airline technology stack.
• Lufthansa Systems: Lufthansa Systems offers revenue management and airline operations solutions (including the NetLine product family) and competes with Aviator at network carriers, particularly in European markets.
• Amadeus: Amadeus Altéa Revenue Management is a bundled RM solution within the broader Amadeus PSS and distribution suite, competing with Maxamation at mid-to-large carriers and representing the dominant enterprise incumbent in airline IT.

Direct peers

• IDeaS Revenue Solutions: IDeaS is a closely comparable revenue management vendor with a strong footprint in hotels and a growing airline practice, applying similar demand-forecasting and price optimization science as Maxamation's Aviator platform.
• PROS: PROS is a direct competitor in AI-driven revenue management and pricing optimization for airlines, with PROS Airline Revenue Management serving the same mid-market and large carrier segment as Maxamation's Aviator.
• IBS Software: IBS Software's iFly RMS is a direct competitor in airline revenue management, serving cargo and passenger carriers with optimization and forecasting capabilities analogous to Maxamation's Aviator.

Emerging players

• OpenJaw Technologies: OpenJaw provides airline retailing, pricing, and distribution technology (including t-Retail and t-Pricing), serving as a niche mid-market competitor to Maxamation in pricing and merchandising.
• Revenue Analytics: Revenue Analytics is a smaller, emerging vendor in revenue optimization and pricing analytics, comparable in scale and niche focus to Maxamation, with overlapping airline and adjacent travel industry customers.

Market position

Strengths4 records

Weaknesses4 records

Competitive moat4 records

Key risks6 records

Key highlights6 records

Customer concentration

• Facebookfacebook.com/Maxamation
• LinkedInlinkedin.com/company/maxamation

Revenue estimate

Valuation estimate

Number of profiles

Profiles26 records

Funding overview

Funding rounds

Investors

Funding detail is available on the Subscription and Enterprise plan.Contact sales →

M&A

Investments

M&A and investment is available on the Subscription and Enterprise plan.Contact sales →

Frequently asked questions about Maxamation