Joe Lu

Joe Lu is the Cofounder & CEO of HeyMax, a Singapore-headquartered fintech building the infrastructure layer for the Traveller Economy in Asia.

HeyMax operates Max Miles, a universal travel rewards currency that allows consumers to earn from everyday spend and transfer 1:1 into 30+ global airline and hotel loyalty programs. The company serves consumers across Singapore, Hong Kong, expanding into Japan, Australia and Taiwan, and partners with financial institutions, merchants, and travel platforms to create open-loop rewards ecosystems.

Joe previously spent over a decade studying and optimising loyalty systems globally, earning more than 15 million miles personally across various programs. His conviction is that loyalty should be interoperable, data-driven, and mutually beneficial for both consumers and brands.

He is also active in the Southeast Asia founder ecosystem and frequently speaks on fintech infrastructure, loyalty economics, and the future of travel rewards.