The Challenge: Digital-First at Startup Speed

Breeze’s business model is all about efficiency: lean margins, high transaction volume, and customers booking across multiple digital channels. That pressure translated directly into product requirements:

• Scalability: Existing tools couldn’t handle growing traffic and complex workflows
• Fragmented Analytics: Teams wasted time reconciling data between platforms
• Misaligned Pricing: Legacy vendor models were unaffordable at startup scale

Every hour reconciling data was an hour not spent optimizing revenue. Breeze needed one platform that scaled with their business.

The Solution: GrowthBook’s Warehouse-Native Platform

Breeze chose GrowthBook for its flexibility, developer-first design, and seamless integration with their BigQuery warehouse.

Key Capabilities:

• Warehouse-Native Analytics → No duplicate pipelines. Create new metrics on the fly, validated against one source of truth.
• Developer-First Feature Flags → Manage JSON objects, strings, integers, all with one SDK across web + mobile.
• Analytics Power → Bayesian or Frequentist, CUPED adjustments, and outlier controls offer flexibility to fit any experiment.
• Future-Proofing → Open source, self-hosting options, and rapid engineering support when needed.

Being able to spin up new metrics mid-experiment is a game-changer. This was simply never possible before.
— Merritt Aho,  Digital Analytics Lead, Breeze Airways

The Results: Bigger Wins + Dodged Mistakes

Millions in Incremental Revenue

Breeze has brought in millions in incremental earnings by running iterative experiments on UX enhancements. Successes include:

• Flight search redesign
• AI-powered live chat
• Badges on premium offerings
• Modified authentication requirements
• Navigation/menu redesign
• Brand-oriented video components
• Choice reinforcement to improve upsells

Avoiding Million-Dollar Mistakes‍

Many of Breeze’s tests are “do no harm” checks, ensuring new features don’t drag down bookings. This “experimentation as insurance” has saved Breeze from costly missteps.

“The proudest moment is when stakeholders expect experiments by default. That’s the culture we’re aiming for,” explained Merritt Aho,  Digital Analytics Lead at Breeze.

2X Experimentation Capacity

Over 50 tests a year across booking flows, navigation, and pricing, doubling throughput without adding additional staff or resources.

Faster Decisions, Lower Costs

Feature rollouts that once required release cycles, like toggling in-flight Wi-Fi, are now simple flag changes. Tooling costs also dropped by consolidating onto GrowthBook.

A Cultural Shift

Breeze has brought in millions in incremental earnings by running iterative experiments on UX enhancements. Successes include:

“The proudest moment is when stakeholders expect experiments by default. That’s the culture we’re aiming for,” explained

Merritt Aho,  Digital Analytics Lead

About Breeze Airways (and Why It Matters to You)

Breeze may be an airline, but its challenges mirror those of any digital-first business:

• High-volume transactions
• Complex, multi-channel customer journeys
• The need to optimize every step for margin and growth

For SaaS, e-commerce, and fintech teams, Breeze’s story is proof that GrowthBook delivers measurable wins wherever experimentation and scale intersect.

Key Takeaway

With GrowthBook, Breeze scaled testing throughput, unlocked millions in revenue, and embedded a culture of experimentation that pays off in both wins and avoided mistakes. The result: faster testing, higher confidence, and measurable business impact, without breaking the budget.