Private jet sector heats up with $20 million funding for JetSmarter. And yes, Jay-Z bought in

And you thought booking a pizza straight from your smartphone was pretty cool? How about opening up an app and renting a private jet from Jay-Z?

Today, JetSmarter announced it has raised $20 million in Series B funding. Investors include executives from Goldman Sachs and Twitter, the Saudi royal family and the American king of hip-hop himself.

Jetsmarter is part of a new wave of apps that allow travelers to book a seat on a private jet at the touch of a button — and the market is looking good. Earlier this week, a similar company called Beacon raised $7.5 million in Series A funding and announced it will begin offering unlimited flights on private jet shuttles between Boston and New York City for $2,000 a month starting in September.

But JetSmarter works a bit differently than Beacon; JetSmarter is more of a booking app than a private-jet company. JetSmarter doesn't own any of its own private jets, but the company's software facilitates the connection between private-jet companies and their future clients. In as little as a few hours, you – or, perhaps a tad more likely, your boss or boss's boss's boss – can book on either a pre-scheduled private jet or charter one of your own. Need a helicopter? JetSmarter's got you covered.

Antonio Cavallero, Marketing Director for JetSmarter, told Road Warrior Voices, "We're trying to democratize the private aviation industry space for a larger demographic." Hmm. Meanwhile, Lolita Frangulyan, Vice President of Sales at JetSmarter, tells us that 'larger demographic' covers those making $200,000 and above.

So, perhaps the 3-5% percenters? "That sounds about right," said Cavallero.

Frangulyan says the company has seen everyone from Frequent Traveler University students to marketing department execs join the service recently. For the $9,000 annual fee those newly joined customers will get access to three levels of service (the first two levels are included), and you can have the same if you have an extra $9 grand laying around:

1. Jet Deals: Last-minute (within 48 hours) private-jet trips throughout the world

2. Jet Shuttles: pre-scheduled group flights on private jets, currently covering just four routes with more being added soon (Miami-NYC, LA-Vegas, LA-SF, and NYC-Hamptons).

3. Charter Flights: Charter your own private plane through JetSmarter, at a cost (often five figures).

JetSmarter and other private-jet liaison apps position themselves as the 'Uber' of luxury air travel or the 'Airbnb' of private jets. The app is available on Android and iOS and all of the bookings are handled within the app. The company partners with more than 3,000 jets in 170 countries. With headquarters in Fort Lauderdale and six offices worldwide – including New York City, Zurich, and Riyadh – this is not a (ahem) fly-by-night company.