TORONTO — Denise Heffron has been appointed Managing Director at Uplift, tasked with launching and leading the startup in the Canadian market.

Heffron is well-known in the industry from her years at Transat. Formerly Transat’s Vice-President, National Sales and Commercial, she announced her retirement from the company in January 2018, after 25 years. Throughout her tenure at Transat she held a number of senior positions in the areas of sales and marketing, and customer care, and was responsible for operations and development in Ontario, Atlantic Canada and Western Canada. Her last day at Transat was March 2, 2018.

Uplift is a fintech company “that enables travel brands to provide a better way to shop, book, pay and experience travel”.

The company enables travel providers to offer installment payments to their customers.

“Uplift is purpose-built for travel and we are entirely focused on helping our partners better serve their customers,” says Uplift President Robert Soderbery. “Denise has deep experience in the tourism industry and shares our passion for travel. We are excited to see her accelerate our growth and drive more business for our Canadian partners.”

Uplift works exclusively through travel partner relationships and integrates seamlessly into their online booking flows, he adds. The company says it helps travel brands drive increases in conversion rates, average transaction values and ancillary revenues.

Uplift also has what it says is an easy to use stand-alone agent tool, ensuring access for both online and offline customers.

Says Heffron: “Uplift is a trailblazer, the first of its kind in our industry and has proved that the option to pay over time increases consumer desire and ability to travel. It changes not only how consumers shop and pay but the way they travel, allowing more options and choices, like upgraded rooms and seats – perks that consumers wouldn’t normally consider. I’m proud to be part of a team that is passionate about helping more travellers realize their dreams.”

Uplift’s partners in the U.S. include American Airlines Vacations, Spirit Airlines, NCL and Universal Studios. Uplift closed a US$123 million Series C equity financing round.

Canadian partnership announcements are expected to follow later this month while integration of Uplift technology will be added for consumer access via top Canadian travel providers starting in April 2019.