High-Level Overview
Fly Money is a Tel Aviv-based fintech startup that provides a regulated Money Service Business solution for currency exchange tailored to airlines and online travel agencies (OTAs). It offers a customizable travel money order widget, a robust transaction processing platform, and guaranteed hand delivery of orders, solving the friction of foreign exchange for international travelers in a $720B in-destination shopping market affecting 1.2B travelers annually.[1][2] The company serves B2B partners like OTAs, airlines, and financial institutions through revenue-sharing models, while also targeting consumers directly via low-cost digital marketing, achieving 18% visitor-to-customer conversion and low customer acquisition costs (CPA).[2]
Origin Story
Fly Money was co-founded by Tal Ekroni (CEO), Ben Aviram, and Gilad Shlang, with Ekroni bringing 12 years of entrepreneurship in financial services, including prior startups, academic lecturing in finance, and expertise in financial literacy.[2] The idea emerged to bridge financial behavioral gaps for travelers via a transparent digital experience, addressing currency fragmentation from 150 new local payment methods (e.g., mobile wallets, prepaid cards) that create barriers for inbound/outbound tourists.[2] Early traction included $1.4M in funding from well-known business angels and recognition as an emerging company at the 2019 Phocuswright Conference, where it pitched its white-label system connecting travel sites to forex providers for lower rates and time savings.[2][4]
Core Differentiators
- B2B2C and B2C Models: Partnerships with OTAs, airlines, travel insurance, and banks for revenue sharing; direct marketing via Google/Facebook with low CPA and high lifetime value (LTV).[2]
- High Conversion and Efficiency: 18% visitor-to-customer conversion rate, deep integrations with currency providers, and competitive edges over banks, credit cards, airport exchanges, and mobile wallets.[2]
- Seamless Product Features: Customizable widget, secure platform for transactions, and guaranteed hand delivery, ensuring compliance and enhanced traveler experience.[1]
- White-Label Accessibility: Lowers cash forex rates and saves time by embedding services directly into airline/OTA websites.[4]
Role in the Broader Tech Landscape
Fly Money rides the wave of fintech innovation in travel, capitalizing on rising international tourism and payment fragmentation amid 150+ new local methods that hinder seamless spending.[2] Timing aligns with post-pandemic travel recovery and digital payment shifts, where traditional channels like airport exchanges fail 1.2B annual travelers in a $720B market.[2] It influences the ecosystem by enabling OTAs and airlines to cross-sell forex effortlessly, boosting engagement and revenue while promoting financial literacy through transparent tools.[1][2]
Quick Take & Future Outlook
Fly Money is poised for expansion in the booming travel fintech space, potentially scaling partnerships amid sustained tourism growth and AI-driven personalization in payments. Trends like embedded finance and real-time currency APIs will amplify its model, evolving it from a niche solver to a broader travel commerce enabler—building on its strong early metrics to capture more of the fragmented global forex market.[2] This positions it as a key player bridging digital travel and money management.