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Plusgrade Inc.
Plusgrade provides ancillary revenue software for airlines, hotels, cruise lines — powering upsells and loyalty programs for 250+ travel companies.
Plusgrade Inc.
Plusgrade was founded in 2009 in Montreal, Canada, by a team whose founding context is not widely disclosed. The company provides white-label ancillary revenue software to the travel industry, handling seat upgrades, hotel upsells, loyalty point transfers, and bundled experiences. The firm's technology stack includes intelligent targeting engines and loyalty program integrations. It serves over 250 partners in airlines, hospitality, cruise, passenger rail, and financial services, per the company website. Confirmed clients include Qantas (per the Qantas manager quote on plusgrade.com, 2025). Geographic footprint spans North America, Europe, the Middle East, and Asia, with offices in Montreal, Toronto, New York, London, Dubai, Tel Aviv, and Singapore. In 2022, Plusgrade acquired Points, a loyalty commerce platform, folding loyalty point management into its product suite. It also absorbed hotel upsell providers UpStay (now Plusgrade Hospitality) and Oaky (now Oaky by Plusgrade). The company has not disclosed team size, total funding, or revenue figures. A recent operational event: the integration of Oaky by Plusgrade into its hospitality offerings, announced on the company website. Plusgrade's structural differentiator is its zero-risk, no-upfront-cost revenue model — it takes a share of ancillary revenue generated for partners rather than charging licensing fees. This aligns its incentives directly with client revenue growth, making its sales pitch distinct from traditional enterprise software vendors.
General information
Firm type
other
Year founded
2009
AUM
Undisclosed
Location
Region
North America
Country
Canada
City
Montreal
Corporate office
Montreal, Quebec, Canada
Additional offices
Toronto · New York · London · Dubai · Tel Aviv · Singapore
Sector focus
Frequently asked questions
Who runs investment decisions at Plusgrade?
Plusgrade is a private company, not a family office or asset manager. Its leadership team includes executives overseeing product, engineering, and commercial operations, but specific investment decision-makers are not publicly disclosed per the company website.
How does Plusgrade source proprietary deal flow?
Plusgrade originates revenue-share partnerships directly with travel companies — airlines, hotels, cruise lines, and rail operators — via its sales and business development teams. The company also acquires complementary technology firms, as seen with Points (2022), UpStay, and Oaky.
Is Plusgrade structured as a single family office or does it operate more like a venture firm?
Plusgrade is an operating company providing software and services to the travel industry. It is not a family office, venture firm, or investment manager. It generates revenue by sharing in ancillary sales or charging for its platform.
Does Plusgrade participate in fund commitments or only direct deals?
Plusgrade does not operate as an LP or direct investor in external funds. It makes direct acquisitions of companies that complement its ancillary revenue platform, such as Points (2022) and hotel upsell providers UpStay and Oaky.
What investment stages does Plusgrade typically target?
Plusgrade targets mature, revenue-generating technology companies in the travel ancillary and loyalty space for acquisition. Its deals are platform-extension acquisitions rather than early-stage venture investments.
Which sectors does Plusgrade explicitly avoid?
Plusgrade focuses exclusively on the travel and hospitality ancillary revenue ecosystem. It does not invest in or serve sectors outside of travel, such as healthcare, manufacturing, or financial services (per its website).
Where does the underlying wealth come from?
Plusgrade is a privately held operating company, not a family office, and its ownership structure is not publicly disclosed. The wealth behind the company is associated with its founders and private investors, but no specific family or individual has been publicly named as the capital source.
Profile maintained by Altss using OSINT (open-source intelligence), regulatory filings, licensed data partners, and verified direct submissions. Read the methodology. Last updated: . Continuous refresh with full update cycles at least every 30 days.
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