FLYT, a newly-formed digital heli-copter booking service that enables customers to view quotes from an extensive range of UK helicopter operators and make bookings via desktop, tablet or smartphone, has gone live. The service intends to lower the cost of rotary travel and increase accessibility.

The brainchild of tech entrepreneur Andy King and SaxonAir co-founder James Palmer, FLYT will be based at The London Heliport in Battersea and will work with a technology team in central Manchester. By collaborating with operators to fill empty seats on shared charters, FLYT is also hoping to maximise revenue and utilisation for operators.

King says: “We believe the arrival of FLYT will encourage private owners whose machines are looked after by management companies to get on board and offset their operational costs with charter. Only a helicopter will take you right where you want to go.”

FLYT has secured backing from significant investors including Links of London and Annoushka co-founder John Ayton MBE, mobile technology group Apadmi Ventures and EarlyMarket.

EarlyMarket MD Caroline Fuerstenberg says: “We were excited by FLYT's proposition. Its platform was already quite advanced when we met, and it was clear to us that that it would have an immense appeal to helicopter travellers, given the existing inefficiencies.”

Apadmi Ventures CEO Howard Simms adds: “When we invest in market-disrupting start-ups, it is because we believe in a management team that can combine dedication and detailed knowledge of the sector to turn its great idea into a reality. This is very evident with FLYT. They know aviation inside out and understand how technology can revolutionise the experience for passengers.”