Belli

Cargo management software for airlines

Pitch Singapore

▲ 79 votes1 commentsLaunched May 11, 2026

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Belli builds cloud-native, API-first cargo software for airlines, covering load planning, air waybills, ULD management, customs, payments, and related ground operations. The team positions the product around complex airline cargo workflows and on-site implementation for carrier operations teams.

AI Analysis

📝 Summary

Belli is a cloud-native, API-first cargo management software for airlines, covering load planning, air waybills, ULD management, customs, payments, and ground operations. It targets complex airline cargo workflows with on-site implementation support for operations teams. Key pain points addressed include inefficient manual processes, regulatory compliance burdens, integration challenges with legacy systems, and operational errors in cargo handling. USPs are its specialized focus on intricate carrier processes and modern tech stack for better scalability. The value proposition is enhanced efficiency, reduced costs, fewer errors, and streamlined end-to-end cargo operations for airlines.

📈 Market Timing

The market timing is favorable for 2025-2026 due to accelerating digital transformation in aviation, e-commerce-driven air cargo growth, mature cloud/API technologies, and increasing demand for automated compliance tools amid global trade recovery. Airlines are replacing legacy systems for efficiency. However, conservative industry adoption and potential economic volatility in aviation temper it slightly. Rating: Excellent Timing.

✅ Feasibility

Overall feasibility is Medium. Technical difficulty is significant due to complex, high-stakes airline workflows requiring precision and reliability. Development and on-site implementation costs are high, with notable compliance risks from international customs/aviation regulations. Team appears well-suited given their positioning, and cloud-native design offers good scalability. Main challenges are long sales cycles and regulatory barriers. Rating: Medium.

🎯 Target Market

Main targets are cargo operations teams and IT/procurement staff at medium-to-large airlines and ground handlers (demographics: enterprise B2B users). Industries: aviation and air logistics. Geographic distribution: global with likely Asia/Singapore emphasis. Estimated market size: TAM for air cargo IT solutions ~$1-2B, SAM for cloud-based cargo software ~$400-600M, SOM for specialized new entrants ~$50M. Core pain points: manual errors in planning/ULDs, slow customs/payments, fragmented systems. Willingness to pay: high for enterprise SaaS that delivers ROI via efficiency gains.

⚔️ Competition

Medium. Direct competitors: 1. CargoWise (wisetechglobal.com), 2. iCargo by IBS Software (ibssoftware.com), 3. Accelya (accelya.com), 4. SITA Cargo solutions (sita.aero). Belli's advantages: cloud-native API-first architecture for easier integrations, deep specialization in complex airline workflows, and on-site implementation for better user adoption. Disadvantages: as a newer entrant, it lacks established brand trust, proven large-scale deployments, and feature breadth compared to incumbents with decades of industry presence and broader ecosystems. Pricing likely subscription-based vs competitors' mix of licenses/services.

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