In a move that marks the next step in its ambitious ecosystem strategy, Freedom Holding Corp., a Nasdaq-listed financial services company founded by entrepreneur Timur Turlov, has officially rebranded the popular Kazakhstani flight booking service Aviata as Freedom Travel. More than just a name change, the transformation represents a deeper integration of travel services into Freedom’s expanding lifestyle and fintech ecosystem—one that spans everything from entertainment and e-commerce to mobile technology and investments.
“Rebranding is the next step in transforming the service and integrating it more deeply into the Freedom Holding ecosystem,” the company announced on its website. The change comes with reassurances for users: all core features—ticket search, user accounts, 24/7 support—will remain fully functional.
Passenger data, booking history, purchased tickets, and boarding passes will be preserved, and the familiar aviata.kz domain will redirect automatically to the new Freedom Travel portal. Existing mobile app users won’t need to reinstall anything—updates will be rolled out seamlessly.
Yet beneath this smooth transition lies a strategic rethink of how digital services can fit into the broader lives of Kazakhstani consumers.
“It marks a new milestone in our mission to give Kazakhstanis maximum freedom when it comes to travel,” said Timur Turlov.
In April 2023, Aviata became part of Freedom Holding Corp. and was fully integrated with the group’s payment systems, insurance offerings, and broader infrastructure.
“We are building a comprehensive digital ecosystem where people can live freely, invest wisely, and grow,” said Timur Turlov.
The Freedom Travel rebrand is just one piece of a broader strategy to create an interconnected suite of lifestyle services. It started in 2021, when Freedom Holding acquired Ticketon, Kazakhstan’s leading ticketing service. At the height of the COVID-19 pandemic, when concerts and public events had come to a standstill, Freedom acquired Ticketon for $4 million. At the time, the decision seemed strange—why buy an event-ticketing business when the industry was essentially frozen?
For Timur Turlov, this was a long-term bet.
“Everyone thought it was crazy to buy a ticketing service during COVID,” he said. “But we believed in the recovery—and in the long-term value of audience-based services.”
That vision has since been validated: Freedom Ticketon is now a profitable venture and a key touchpoint in the Freedom ecosystem.
Freedom’s lifestyle segment continued to grow with the acquisition of Arbuz.kz, one of the most widely used online grocery platforms in Kazakhstan. Meanwhile, Freedom Mobile — an established player in mobile electronics and accessories — has seen a surge in consumer interest.
These brands aren’t just businesses; they’re daily interaction points that keep users engaged with the ecosystem in a meaningful, routine way.
In 2023, Freedom further strengthened its travel division with the acquisition of ChocoTravel, another major name in online flight booking in Kazakhstan. Now integrated into Freedom Travel, the addition gives Freedom Holding a commanding position in the air services market with two strong platforms under one roof.
However, the expansion of the Freedom ecosystem doesn’t stop at commerce. Freedom Holding Corp. has also launched Freedom Media, which develops and distributes local-language films, series, and shows—offering a domestic alternative to global streaming giants. This aligns with the company’s broader goal: to localize and personalize digital services for Kazakhstani audiences.
At first glance, lifestyle businesses like Ticketon, Arbuz.kz, or Freedom Mobile might seem unrelated to banking or investing. But within Freedom’s ecosystem strategy, they serve a crucial role: attracting new users, building trust, and ultimately converting them into clients of the group’s core financial services.
Acquiring a customer through lifestyle channels is significantly more affordable than doing so through direct banking offers. And as users engage with various Freedom services—buying groceries, booking tickets, streaming content—they gradually build a relationship with the brand. This repeated, multi-channel exposure builds familiarity and loyalty. So when the time comes to open a bank account or start investing, Freedom is the obvious choice.
The transformation from Aviata to Freedom Travel is more than a visual update. It’s a statement of intent—a signal that Freedom Holding is building an ecosystem where convenience, trust, and technology come together to offer not just services, but a lifestyle.
“We are creating an environment where people don’t just purchase products or tickets—they build their lifestyle through Freedom brands,” said Timur Turlov.
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