Founder Bob Nelson, a jet card veteran, says clients like to think in hours instead of dollars, and for brokers, jet cards build loyalty.
Boca Raton, Florida-based jet card broker JetBetter Aviation has expanded to over a dozen brokers and support staff in just over two years, says Founder and CEO Robert G. Nelson.
Nelson, a career charter broker, founded the company with fellow Jets.com alum Connor Cecil, a sourcing specialist.
As it expands its sales team, Nelson expects to grow the company to around $50 million in sales over the next year.
He says the formula is personal relationships, experienced brokers, and hands-on flight sourcing.
JetBetter recently moved into a new 3,500-square-foot office with open floor planning, which he sees as an investment in training and communications.
“I’ve always been an office guy,” Nelson told Private Jet Card Comparisons.
He says he prefers sitting alongside his brokers and sourcing team rather than working from a private office.
“It’s impossible to train somebody if you don’t know what they’re saying,” he says.
Nelson’s background in private aviation dates to 2007, when he began arranging charter flights.
Initially branded Boca Jets, the company changed its name to JetBetter approximately 18 months ago after Nelson says prospective customers assumed it served only the South Florida market.
Its BetterCard jet cards offer a national primary service area.
Nelson estimates jet cards account for approximately 90% of JetBetter’s business, although the company also handles individual charter bookings.
He says he frequently tries to convert repeat charter customers into jet card members after their second or third flight.
Jet cards start at 25 flight hours.
The BetterCard offers one free hour when you buy 25 hours, two free hours at 50 hours, and five free hours if you buy a 100-hour jet card.
Nelson says smaller commitments can create challenges when customers use a significant portion of their hours on a trip that loses money, a downside for sellers of guaranteed rate jet cards.
The counter is that jet cards offer sellers an opportunity to establish longer-term relationships with customers rather than compete for individual charter bookings.
He points to one customer who initially expected to spend about $1 million annually but is ultimately spending $6 million through the BetterCard jet card program.
That customer also generated additional business through referrals, a reason why he says JetBetter’s programs don’t “stress test” prospects.
In this process, a guaranteed-rate jet card seller won’t sell a fixed-rate solution to a customer they believe has too many flights, where it would lose money.
While JetBetter publishes standard jet card terms, Nelson says the company frequently negotiates certain provisions to accommodate individual customers.
For example, although its standard agreement reverts to operator terms with more restrictive cancellation provisions, Nelson says he has modified contracts to allow cancellations with 48 or 72 hours’ notice on one-way flights.
Nelson says he has also reduced the standard 120-minute daily minimum to 90 minutes for some customers, particularly those flying light jets.
However, he generally prefers maintaining longer minimums for midsize and larger aircraft.
Nelson says he is willing to consider customers whose flying patterns might be less profitable because those relationships can generate referrals and additional business.
He also believes increasing flight volume will create more opportunities to match aircraft movements and improve sourcing economics.
Standard is a 48-hour peak callout, and 72 hours for peak days.
Peak days are limited to major holidays, the day before, and the day after.
The jet card offers four categories: light, midsize, super-midsize, and large cabin.
Members can switch categories at a published interchange rate.
JetBetter doesn’t charge taxi time and includes de-icing.
Deposits are refundable, less a 10% fee of unused funds.
Although JetBetter uses third-party technology and support services for certain operational functions, Nelson believes experienced flight sourcing professionals can deliver significant value.
He points to a recent charter request from San Jose, California, to Rio de Janeiro over the Christmas holidays.
An initial quote obtained through a tech-sourcing service came in at $475,000.
However, JetBetter’s internal team subsequently secured a quote for $295,000 for the same requested trip.
The $180,000 difference illustrates why Nelson believes brokers must actively contact operators rather than rely exclusively on quotes returned through sourcing platforms.
Nelson says that type of delta is not unusual, while smaller for less expensive flights, is another reason he doesn’t see instant booking platforms replacing people-driven brokerages.
He says technology can streamline flight management, weather reporting, Notices to Airmen, and other administrative functions that help brokers provide better service.
However, he believes personal relationships with operators and the ability to identify alternative aircraft options remain essential.
His approach also reflects the complexities of arranging private flights, where aircraft positioning, scheduling, and availability can significantly affect pricing.
Nelson is considering developing additional internal scheduling and sourcing capabilities as JetBetter expands.
As JetBetter grows, Nelson recognizes that some prospective customers may have questions about depositing substantial sums with a smaller provider.
He says the company can offer individual subaccounts that provide customers with statements and transaction notifications.
However, Nelson acknowledged that JetBetter can move funds from those accounts, distinguishing the arrangement from a traditional escrow structure requiring independent authorization to release funds.
Nelson says he is not sure about opportunities to innovate in a market where companies are always claiming to reinvent and disrupt the market.
“We always ask customers what they want,” he says, adding, “For the most part, it’s being responsive, good service, good value, and that’s what we offer.”
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