Aviation Software, Est. 1988
By Aviation Experts,
for Aviation Experts
We build software for aviation maintenance and airworthiness organizations. Based in Sønderborg, Denmark, and trusted by operators worldwide.
Who we are
We were established in 1988, providing services for the control of airworthiness directives and service bulletins in Denmark. Today, we provide the aviation industry with SAM, short for Simplifying Aircraft Maintenance: an aviation ERP holding airworthiness, maintenance, and supply chain in one system on one database. It enables airworthiness and maintenance organisations to certify, maintain, service, and supply aircraft and components with ease. SAM is developed and supported by ASA Software directly, and consists of modules that meet the needs of any type of aircraft operator or component servicing facility.
Our Vision
Our vision is to be one of the leading providers of aviation maintenance software for small and medium sized organizations around the world.
We want to help more companies fully embrace digital solutions that make their work clearer, safer, and more efficient. As technology evolves, we aim to stay practical and thoughtful in how we adopt new tools, including AI, always focusing on real value rather than complexity.
Openness, trust, and creativity will continue to guide how we grow and how we work with our customers.
Our Mission
Our mission is to make aviation maintenance smarter, safer, and easier to manage.
We help airworthiness and maintenance organizations replace manual processes with digital tools that improve data quality, traceability, and day to day work. By working closely with our customers and solving problems together, we aim to deliver software that genuinely supports the people responsible for keeping aircraft safe.
Our History
ASA Software was founded in 1988 by aircraft engineer Hans Pontoppidan. In the early years, the company focused on managing airworthiness directives and service bulletins in Denmark, helping operators stay compliant and organized. Over time, the scope expanded. What started as compliance and documentation support evolved into a complete airworthiness and maintenance system. Today, SAM supports certification, maintenance, and component management across a wide range of aviation operations. In 2017, Henrik Wendelboe acquired a majority share of the company and became owner and CEO. Since then, ASA Software has grown steadily, both in team size and in product capability. Most of the company’s profits are reinvested into development, people, and improvements, ensuring long term stability and continuous progress. ASA Software remains privately owned and independent, not part of a larger group. Hans Pontoppidan remains an active board member, continuing to contribute his experience and aviation insight.
1988
Founded as Airline Software Application
2002
SAM SaaS solution launched
2016
Launched SAM11
2017
Henrik Wendelboe acquires majority stake in ASA Software ApS
2019
Introduction of SAM Light
2021
Launch of SAM Aviation App
2022
Launch of SAM CMMS
2026
Launch of SAM Inventory App
Founding Father...
Hans Pontoppidan
has been a driving force behind ASA Software ApS since its inception. With a deep understanding of the aviation industry, Hans has led the company with a vision for innovation and excellence.
Retired from active duty, Hans remains a member of the board.
Hans has a Bachelor's degree in Mechanical Engineering from Sønderborg Teknikum & a background as Engineering manager at Cimber Air A/S.
Our People
The team comes from the hangar and from the office: mechanics, engineers, pilots and supply chain staff. ASA Software is built by people with strong ties to aviation and a shared interest in building software that actually helps.
Our leadership team combines aviation experience with long term technical understanding of SAM. Our support and onboarding team works closely with customers, helping them get real value from the system and supporting them as their operations grow. We believe good software is not just about features, but also about the people behind it and the relationships we build.
10full time employees (2026), across development, sales, QA, training, and support.
Board Members
Henrik Wendelboe
Board Member & Chief Executive Officer
Hans Pontoppidan
Board Member & Founder
Nils Olsen
Chairman of the Board
Support & Onboarding Team
James Pratt
Onboarding and Business Development Manager
Former Senior Flight Instructor at Dansk Pilot Uddannelse & Safety Pilot Pilatus at Eurowind Energy A/S
Peter Moisen
Onboarding Manager & CAMO Specialist
Former Engineering Assistant at Cimber Air & Type Engineer Part M at DanCopter
Kim Simonsen
Onboarding Manager & CAMO Specialist
Former Maintenance Coordinator at DAT (Danish Air Transport) & Technical Coordinator at Nordic Aviation Capital
Southern Denmark
Sønderborg Airport,
Our Neighbour
ASA Software is located minutes from Sønderborg Airport in southern Denmark. Being next door to an active general aviation hub keeps us close to the operations our software supports.
ASA Software HQ
Customers (size = count)
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