Belli AI

Belli is a Singapore-based company building an AI-native cargo management system for airlines and ground handlers, covering acceptance, build-up, rates, air waybills and customs in one record that is live across every station. It was founded by people who came out of airline cargo themselves, from cargo control, revenue management, ground handling and airline IT, and has a team of 35 across three teams working with 10 airlines. Airlines that have switched to Belli include Emirates SkyCargo, Etihad Cargo and Royal Air Maroc's RAM Cargo, and the company was crowned champion at the 2026 SWC Asia finale.

Software modules

• Data tables: flights, air waybills and partner accounts as one queryable record set that can be filtered, saved and shared rather than exported
• Finance: prepaid balances, invoices and settlement per agent, reconciled against what actually flew
• Dashboards: a live operational picture by flight and station, schedule and capacity, reports and spot analytics for commercial teams
• Commercial: rate plans, charges, allotments, charter contracts, spot rates and stock allocation, with priority rules deciding which rate wins, plus a charter module taking a request from inbox to quotation, approval, contract and billing
• Operations: acceptance through build-up, imports, warehouse, terminal charges and ULD management on screens designed for the handling floor
• Connections: Cargo-IMP and Cargo-XML messaging to partner airlines and handlers, with raw messages readable and failures surfaced

Implementation

• Airlines can replace the whole stack or one module at a time, with each airline running on its own address
• Most airlines are fully live in eight to twelve weeks, with a Belli team member on the acceptance floor throughout
• Scope agreed first (stations, routes, rate structure and adjacent systems), then migration of partners, agents, ULD inventory, rate plans and open bookings, parallel running of a single station beside the old system, and station-by-station cut-over with training on the actual screens

Company

Belli says cargo runs on systems that were old when the people using them started, and that its team spent years inside those systems booking, pricing and chasing freight before building a replacement. Co-founder Alex Khor presents the company at industry meetups such as one in Jakarta, and the company publishes product articles and recruits through its careers pages.

Shows

Belli appears in the exhibitor lists of Air Cargo Southeast Asia 2027 and Aviation Festival Asia 2027.

Contact

Singapore
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