A US investment firm with over $US3 billion ($4.1 billion) in managed assets will bankroll the latest challenge to Australia’s aviation market, an independent low-cost carrier called Bonza that aims to take off early next year.

Founded by former Virgin Blue executive Tim Jordan, the new airline will fly Boeing 737-8 jets leased from linchpin investor 777 Partners, and forgo the lucrative “golden triangle” routes between Sydney, Brisbane and Melbourne for underserved leisure locations in hopes of stimulating new demand.