The private aviation marketplace continues to expand in both product offerings and complexity, creating a growing need for independent advisory services that prioritise client outcomes over product sales.

The Jet Merchants, a US-based private aviation advisory firm, has positioned itself around that premise, offering a fee-based model designed to help clients evaluate and execute across charter, jet cards, fractional ownership and aircraft transactions.

Founded by Luis Garcia, the company is built on a client-side advocacy approach that contrasts with traditional brokerage and membership sales models.

Garcia, who has spent more than two decades in private aviation, including sales leadership roles at Wheels Up and Volato prior to its acquisition by flyExclusive, says the firm was created to address persistent gaps in guidance and accountability.

“Clients today have more access to aircraft and programmes than ever before, but very little true advisory support,” he explains. “They’re often left navigating complex product structures, inconsistent service models and evolving programme rules without someone clearly aligned to their interests. That’s where we operate.”

The Jet Merchants does not sell a single aviation product. Instead, its advisors evaluate the full marketplace, including on-demand charter, jet cards, fractional programmes and ownership structures, before recommending and executing solutions based on mission profile, cost efficiency and operator quality.

At the centre of its offering is Private Client, the firm’s flagship advisory service for frequent charter flyers. Structured around a modest annual fee, the programme provides clients with direct access to wholesale charter sourcing, comprehensive trip oversight and ongoing vendor management.

In practice, this often means advising clients not only on what to book, but when to commit or not commit to a programme. In one recent case, an individual new to private aviation was considering a $400,000 jet card, but after discovery opted to delay that decision while better understanding their travel patterns. For an early mission from Montana to New York, the firm sourced a Gulfstream G450 at approximately $30,000, avoiding a materially higher effective cost under a fixed-rate super-midsize card and saving nearly $28,000 on that trip alone.

The firm says clients typically realise 15–40 per cent savings compared to traditional charter brokers or fixed-rate jet card programmes, while also benefiting from a single point of contact responsible for execution quality and accountability.

Equally important, Garcia notes, is helping clients navigate the constant flow of offers and outbound marketing from providers. “Our clients still see opportunities in the market: emails, special offers, programme pitches, but they have someone they can rely on to evaluate whether it’s worth pursuing or not. In many cases, the value is simply helping them filter the noise and focus on what actually fits their needs.”

While digital tools and AI-driven platforms continue to improve access and visibility across the market, Garcia believes private aviation remains a relationship-driven business. “People want to work with people,” he says. “Technology has its place, and we rely on a range of trusted industry resources, but when it comes to evaluating options and executing trips, experience and accountability still matter. That’s where what we call ‘actual intelligence’ – real-world operational expertise – has the advantage.”

The firm adds that the model has been tested over the past year and a half with a consistent client retention track record to date, reflecting demand for a more structured, advisory-led approach to private aviation buying decisions.

Similar to professional services firms, The Jet Merchants is structured around a decentralised advisory model. Experienced aviation professionals join the platform as independent advisors, managing their own client relationships while leveraging shared infrastructure, operator networks, FDIC-insured banking service and travel execution support.

Over time, advisors have the opportunity to become partners in the firm, participating in broader revenue streams while maintaining autonomy.

“The industry has historically been built around selling inventory or pushing a specific programme,” Garcia goes on. “We’ve structured this more like a law firm, where experienced professionals sit on the same side of the table as the client and are compensated for advice and execution; not product placement.”

The company is currently adding new senior advisors to the team and is targeting the addition of two to three more by the summer, focusing on professionals with deep experience in charter, jet card sales, aircraft management and ownership advisory.

The Jet Merchants believes the model is particularly attractive to experienced producers seeking greater independence, as well as those looking to transition away from traditional sales environments toward a more advisory-driven role, one that aligns them with their clients and provides a consistent approach in an otherwise evolving industry.

As private aviation demand remains strong and product fragmentation continues, the firm expects increased interest from both clients and industry professionals seeking a more transparent and aligned approach that improves outcomes and fosters genuine client-advisor relationships.