The Uber of private jets, JetSmarter, opens up high-flying luxury to everyone

Is this the Uber for private jets?

While Uber may be disrupting how we travel on the ground, JetSmarter is shaking things up in the skies above. Vision from JetSmarter

Private air travel is getting the Uber treatment with some of the industry's biggest customers – members of the Saudi Royal family – investing US$26.1 million ($34.8m) in a company that lets users book private jets from a smartphone.

Most private aircraft aren't used that much, JetSmarter founder Sergey Petrossov, a Russian-born Florida resident, said in an interview. They either stand idled at airports or are flying empty on route to pick up clients from a certain location. Those empty seats and flights can be offered to travellers for less than the typical price of chartering a jet and for a fee that may be at least in the same ballpark as the cost of a first-class ticket.

High-rolling investors

"We thought if we offered that excessive supply to the business-class passengers of regular airlines, it would be a great disruptive service," said Petrossov, 27.

He likens JetSmarter's offering to Uber Black, the private black car version of Uber Technologies Inc.'s ride-hailing service that might take you from A to B in a Mercedes S-Class, a Cadillac XTS or some other high-end luxury sedan. JetSmarter, which counts Jay-Z, the rapper whose real name is Shawn Carter, as an investor, plans to expand operations in the Middle East, Asia and Europe with the new funding. The Saudi Royal Family also took part in a previous, US$20 million financing round, in July.

Petrossov got the idea when he was trying to reserve his own private charter in 2009. Forms had to be filled out and faxed off to make a booking. Starting as a simpler way to hire a plane, JetSmarter has expanded to buying excess capacity from owners, selling seats on empty flights and organising shuttle schedules for popular routes such as New York to Miami.

We democratised private jets, making them affordable for up to 2.5 million people who used to fly first and business class.

Sergey Petrossov

A seat on a flight on a Learjet 45 on that route on March 1 currently costs $1,990, with a minimum four-seat purchase. JetSmarter offers space on flights that would otherwise leave empty and on last-minute deals without charge to members that have paid an annual fee of $9000.

Democratised private jets

The company will offer shuttle flights in Europe on routes including London-Paris and Paris-Geneva starting April after organising flights between Riyadh in Saudi Arabia and Dubai in the United Arab Emirates in December. Petrossov plans to start services in Hong-Kong in April and in Moscow early next year, he said.

Petrossov's booking system offers an additional step to making private jet travel more flexible and affordable than the fractional ownership offered by NetJets, the luxury aviation business at Warren Buffett's Berkshire Hathaway Inc. NetJets and rival Flexjet sell shares in aircraft to wealthy individuals and corporate clients in exchange for flight time.

JetSmarter has 3100 jets connected to its system. Its app has about 350,000 downloads and the company carried about 35,000 passengers last year with a 135 per cent increase in memberships last quarter. With more customers to reduce the number of empty seats and planes, the costs will continue to fall, Petrossov predicts.


"We democratised private jets, making them affordable for up to 2.5 million people who used to fly first and business class," Petrossov said. "In the next stage, we will seek to make our prices affordable for as many as 15 million people."

Bloomberg via The Washington Post