point.me turned a 60-agent reward-flight concierge into a search engine, raising $2M

point.me is a New York search tool for real-time reward flights across loyalty programs, with a concierge service for harder bookings.

Reward-travel customers will pay for a self-serve search that finds points flights and gives booking instructions, instead of paying a concierge.

$2 million seed round led by PAR Capital Ventures, with WndrCo Holdings, Jeffrey Katzenberg, Sujay Jaswa and others

In 2011 Adam Morvitz, a financial consultant who traveled often, found colleagues asking how he flew business class to Europe for a few thousand points. That year he launched Juicy Miles, a concierge reward flight booking service.

As the concierge grew to 60 agents, Morvitz saw they needed a way to search all loyalty program options instantly instead of manually. In 2019 he created point.me with friend and travel expert Tiffany Funk, previously at One Mile at a Time and PointsPros, to build a metasearch engine that displays points flights in an easy-to-read way.

In February 2022 point.me launched out of beta with $2 million of seed funding. The money would go to front-end and back-end engineers and more customer service agents. Planned features include showing the cash price for comparison, searching several days at once and personalized, AI-based recommendations. TechCrunch gave no usage or revenue numbers.

Customers otherwise searched each airline's loyalty program separately, which took time and often found only a fraction of what their points were worth, said Funk.

The concierge's 60 agents showed demand for award bookings but limited how fast the business could grow.

Detailed booking instructions are one of the features the founders are most proud of.

Investors included ITA Software co-founders David Baggett and Carl de Marcken, who sold the flight-search firm that became Google Flights.

A service business that has learned the manual steps well can encode them into software, keeping the concierge for the hard cases and selling the search at a lower price.

As of 2022-02-23 point.me is out of beta with a standard plan, a premium plan and a concierge service. It plans to add cash-price comparison, multi-day search and personalized recommendations. User numbers and revenue were not disclosed.