Singapore-based startup Belli, founded by former airline cargo professionals, is advancing practical solutions to modernize air cargo operations. Their tools aim to eliminate manual paper and spreadsheet processes, enabling airlines to deploy full-scale cargo systems in just three weeks. Unlike traditional vendors with extended implementation timelines, Belli employs cargo product engineers—professionals with direct airline experience—to tackle specific operational inefficiencies in commercial, ground, and finance sectors.
The company’s development leverages a modern infrastructure built from scratch, supported by AI features that bring measurable benefits. These include intuitive booking portals that reduce handling times and enhance customer conversion rates. The focus is on fixing fundamental issues with simple, impactful technology such as portals that can cut booking times by 20% and decrease inbound customer inquiries by 70%. Belli’s architecture, supported by platforms like Vercel, provides an advantage over legacy systems still based on outdated infrastructure.
With recent funding, Belli has accelerated in product development and now aims to deliver end-to-end cargo management implementations within three weeks, especially in Southeast Asia. This swift deployment is notable in an industry where legacy solutions often require months or even years. Their innovative approach has garnered recognition, earning second place at the Vercel AI Accelerator in San Francisco.
Belli emphasizes that air cargo teams are not resistant to adopting new technology; rather, they lack qualified software partners capable of delivering tailored solutions. Their goal is to provide insider-built tools that solve real operational problems, driven by a team with authentic aerospace expertise. This industry-led digital transformation could significantly impact cargo efficiency and growth in Southeast Asia, fostering a more agile and user-focused cargo technology sector.
