Wheels Up has launched a new membership tier, Wheels Up Connect, which the New York-based private aviation membership company said is its most affordable yet. The new offering has a one-time initiation fee of $2,995 and annual dues of $2,495 that commence in the second year of membership, compared with its traditional individual membership initiation fee of $17,500 and annual dues of $8,500. 

The lower price is expected to drive additional growth in its more than 5,000-member program, co-founder and CEO Kenny Dichter told AIN. “This is the next big step for the democratization of private aviation,” he said. “There are 10 million people and businesses who fly business and first class. We built out our Wheels Up Connect membership at a price point that all 10 million can afford.”

The Connect membership does have its limitations, such as no guaranteed days for aircraft access and only four days of access annually to empty-leg flights. But it does provide access to shared flights and membership-only parties at events such as the Super Bowl and The Masters.

It also announced the Wheels Up Charter Marketplace, a new feature on its mobile app that allows its members to view real-time pricing for vetted and verified charter aircraft flights that can be booked instantly.