Jet Support Services (JSSI) has revealed its new brand strategy which emphasises its holistic and diverse portfolio of products and services.

Following recent growth and innovation, the company now supports more than 30 per cent of the global business jet fleet, providing customer support at every stage of the aircraft lifecycle: from acquisition decision to maintenance programmes, parts and engine support, maintenance tracking software; from aircraft finance solutions to end-of-life solutions. With this evolution, JSSI continues to stay true to its core mission to simplify the complexities of aircraft ownership, finance and maintenance through innovation, flexibility, scale and customer advocacy. The new branding connects every product offering under one structure, one logo.

"This year marks JSSI's 35th anniversary, a proud milestone which we celebrate with our customers and partners. Despite our age, we're as entrepreneurial as ever, launching, acquiring and integrating new businesses to deliver enhanced value to the business aviation market. As we push boundaries and reach a new level of service integration, it's time for our brand to reflect who we are," says chairman and CEO Neil Book.

Rebrand highlights include:

- Introducing a consolidated corporate structure, with five divisions: maintenance programmes; parts & leasing; software; advisory services; and aviation capital.

- JSSI Maintenance software and Conklin & de Decker join forces under the newly introduced JSSI software division.

- Traxxall becomes the product name for all JSSI's maintenance tracking software, including SierraTrax, which adopts a new name, Traxxall Aviator.

- Linking all JSSI products and services through the JSSI tail, which continues to represent innovation, customer-focus and the highest level or service and support.

JSSI products and services now include:

- Maintenance programmes: Hourly cost maintenance programmes to stabilise maintenance budgets, maximise aircraft availability and enhance residual value.

- Parts & leasing: Experienced product line specialised team that leverages JSSI's all-OEM inventory and global vendor relationships and goes beyond parts sourcing to find optimal customer solutions.

- Software: Traxxall and Conklin & de Decker - powerful data platforms to help owners and operators make more informed decisions, from choosing the right aircraft to tracking maintenance, inventory and MRO projects.

- Advisory services: Objective insights and independent technical advice from a global team of technical advisors and ASA-accredited appraisers for virtually any business jet, turboprop or helicopter.

- Aviation capital: Customised asset-based finance solutions for business aviation.