This is Seatfrog

Making upgrades effortless

It all started with the simple idea of taking the pain out of upgrading.

For airlines we started by building a robust platform that can be integrated in days, not months. Then we enabled full automation of the upgrade process right up to flight departure, instantly reissuing tickets direct to mobile. For passengers, no more mystery processes, just a simple, intuitively designed experience that fits seamlessly with their journey providing direct access to seats that would otherwise fly empty, at the exact time they are thinking of them.

Upgrading should be effortless for everyone, but somehow it’s become complicated. We’re here to change that.

Meet our founders

At a combined height of 18ft 8 inches, upgrades were always a topic of conversation when travelling. So, after well and truly trying every trick in the book - Seatfrog was born. Together we have successfully combined our deep experience of technology, design, strategy and user experience to create a world class product for airlines, agents and their passengers.

Iain Griffin - Chief Executive Officer

Iain Griffin

Ben Ient - Chief Customer Officer

Ben Ient

Dirk Stewart - Chief Technology Officer

Dirk Stewart

Board of Directors

Iain Griffin
Chief Executive Officer

Ben Ient
Chief Customer Officer

Dirk Stewart
Chief Technology Officer

Mike Aston
Non-Executive Director


Seatfrog is backed by a team of some of the brightest and most experienced minds in travel and technology. Our advisory board’s expertise ranges from CEO’s of major international airlines to global travel and technology businesses - ensuring our platform is the best in the world.



Sydney, Australia
155 Clarence St, Sydney


Tokyo, Japan


London, UK