Scaling Trust: How V2 Grew from an Idea to $100M (and Where We’re Headed Next)

By Steven Rosenzweig and Guy Endzweig

From a Simple Idea to a Big Bet

Every business begins with an idea. For us, it started with experience, friendship, and frustration with how things were done.  

Steven had spent years in private aviation at LuxeJets and Apollo Jets under Al Palagonia. Say what you will, but no one sells like Al. Guy came from a successful trading career, but his real edge was his network; he knew everyone.   

Steven had seen the good, the bad, and the ugly across the industry.  

When Steven shared his vision that private aviation could be about trust, not tricks, Guy didn’t hesitate.  

Together, we decided to build something new. Not just another brokerage. We wanted to build a company where trust wasn’t a buzzword, it was the foundation. 

The First $10 Million: Harder Than It Looks

The early years tested everything we had.  

One night a jet broke down an hour before an international departure. Most brokers would’ve shrugged and refunded the money. We stayed on the phone until 3am, secured a backup jet and the necessary approvals, and had the client airborne before sunrise. That client still flies with us today. 

Moments like that defined us. But the climb to $5–10 million was an uphill slog: long nights, tough negotiations, 24/7 availability.  

We sometimes lost deals to brokers who undercut on price, but won clients back when they saw how we delivered when it mattered most. We were proving ourselves one client and one flight at a time. 

Each challenge made us sharper. Every client taught us something. We built lasting relationships. 

And over time, we cracked the formula:  

Deliver on trust. Solve problems others can’t. Never compromise on service. 

From Formula to Momentum 

That’s when momentum kicked in. 

Clients started calling us first, not because we were the cheapest, but because they trusted us to protect their time and outcomes. Executives made the critical meeting. Musicians got to the concert. Families made the wedding, the graduation, the hospital visit. We figured it out.  

Referrals grew. The best salesforce became clients who advocated on our behalf. 

We brought on more aviation advisors that shared our drive and our ethos. 

Fast forward to today: V2 Jets has become a $100M business. But the number itself matters less than how we got here. And we’re not nearly done yet. 

The V2 Way 

We call it The V2 Way. It’s simple but it’s why clients stay. 

• Expertise: Aviation acumen plus understanding why clients fly.  

When a private equity partner needed to cover four cities in one day, we mapped the route that saved two days and the deal.  

• Execution Excellence: Flawless performance even when things go wrong.  

Clients don’t care about excuses. They care about getting their needs met. When weather grounded an operator, we already had a backup secured. We rerouted the client’s car to another airport. They never knew there was a problem. 

• Relationship Building: Loyalty is built on client-centricity, trust, and transparent communication.  

One of our clients still calls us every time he travels. It’s not because we’re the lowest price. It’s because we know what matters before he has to say it.  

It’s more than moving people from place to place. We’re moving lives forward. 

Technology That Scales Trust 

Delivering on trust takes more than people. It takes the right platform. That’s why we built our own bespoke V2 Portal. 

For our aviation advisors, it’s the hub that pulls in flight time and airport data and centralizes quoting, contracts, and payments. It integrates our accounting systems and CRM so we can schedule and invoice clients with precision. 

For clients, it’s a one-stop experience: requests, quotes, contracts, insurance, payments, and real-time trip status. Clients can also access industry updates and articles (like this one!) all in one place. 

And this is just the start. Soon clients will be able to track their membership hours and wallet balances directly in the portal. And with AI on the horizon, we’re building the next layer of intelligence into the experience with smarter recommendations, faster responses, and even more seamless trips. 

The Next Chapter 

We’re proud of what we’ve built, but we’re even more excited about what’s next. We’ve brought in new leaders across growth, finance, operations, and technology to help scale V2 into its next phase.  

Our big hairy audacious goal: reach $300–500M while holding true to what makes V2 special. Scaling from $100M to the next level isn’t just about selling more flights. It’s about building the right foundation: more expertise, more rigor, and more support for both our aviation advisors and our clients. 

See it for yourself. We’re growing fast and building something special. And there’s room for those who want to be a part of it. 

• Clients: we’d love to be the trusted partner you call first 

• Aviation Advisors: this is the place to build your book and your career without losing the culture that makes work meaningful. And fun. 

• Client Service Professionals: join a team where precision, service, and trust are celebrated. 

Because at V2, trust is the real hockey stick. And that’s what will carry all of us to the next level.