What Firsty does

Firsty is a Netherlands-headquartered (Amsterdam) telecom startup that provides eSIM-based mobile data roaming services to international travelers. Founded in 2023–2024 by ex-Adyen employees Vince Vissers and Gauthier Thierens, the company operates through two legal entities — Bamboo Connected BV in the Netherlands (primary trading entity) and Firsty B2C Pte. Ltd. in Singapore (B2C operations). The platform enables users to install a single eSIM profile once and access mobile data across 150+ markets without physical SIM swaps or local carrier plans, leveraging MVNE/MNO/MVNO arrangements with Tier 1 mobile network operators and automatic network selection to the best available local carrier.

The core product suite includes Firsty Free (ad-supported sessions of up to 30 minutes per ad, stacking to 6 hours), Firsty Daily day passes starting at €1/day with 5 GB high-speed data, GB-based prepaid plans ranging from 500 MB to 50 GB, a monthly subscription at €39.5/month with 40 GB high-speed data across 120 countries, and VoIP international calling credits covering 200+ countries. Revenue mechanics combine freemium (advertising), usage-based pay-as-you-go, and recurring subscription models, with payment processing handled by Adyen.

Distribution combines a direct-to-consumer mobile app (iOS/Android, localized in 10+ languages) with OEM/embedded distribution through partner platforms — Uber (announced November 2024), Grab Partner Apps (launched Singapore and Malaysia in October 2025), and KBC Mobile (Belgian banking app, launched June 2025 covering 180+ destinations). Target segments include international leisure travelers, digital nomads, corporate travelers via a Firsty for Employees program, and partner-banking customers. The company reports 1.2M+ registered users and a 4.8/5 Trustpilot score, and has raised approximately €6.2M in total funding (€1.1M pre-seed in January 2024 and a €5.1M seed round in November 2024 led by Speedinvest).

Name

Firsty

Legal name

Firsty B2C Pte. Ltd.

Website

https://firsty.app

Company type

Private

Founded year

2024

Operating status

Operating

Headcount range

11–50 employees

Short description

Firsty is an Amsterdam-based eSIM mobile data roaming platform serving international travelers across 150+ markets via a freemium app and embedded partnerships with Uber, Grab, and KBC, reaching 1.2M+ registered users.

Ownership category

akta.pro rank

Product category

Mobile Data Roaming Services

NAICS

Telecommunications Resellers and Agents for Wireless Telecommunication Services (51712), Wired and Wireless Telecommunications (except Satellite) (5171)

SIC

Telephone Communications (No Radiotelephone) (4813)

akta.pro primary industry

SIM/eSIM, Mobile Connectivity & Student Tech Setup (EDAIANAG)

Keywords

• ESIM mobile data
• International roaming
• Travel connectivity
• Mobile data plans
• VoIP calling services

Headquarters

HQ city

Amsterdam

HQ country

Netherlands

HQ region

Europe

Offices2 records

Markets served

GTM type

B2C

Offering type

Services

Cost components

Infrastructure, Technology or R&D, Marketing or Sales, Personnel, Operations

Revenue model

1. Firsty Free (advertising-supported): The free tier provides time-limited internet sessions (up to 30 minutes per ad view, stacking to 6 hours max) in exchange for viewing third-party advertisements. Revenue is generated from partner and third-party network advertising. This is a freemium acquisition model that converts users to paid plans.
2. Day Pass (daily prepaid plans): Per-day unlimited data plans starting at €1/day with 5 GB of high-speed data (512 Kbps thereafter), available per country or multi-country. Users can purchase additional 1 GB high-speed data add-ons. Billing is pay-as-you-go per activation day with no auto-renewal.
3. GB Data Plans (per-GB prepaid): Prepaid data plans sold in sizes of 500 MB, 1 GB, 3 GB, 5 GB, 10 GB, 20 GB, and 50 GB. Each plan provides access to the highest available network speed up to the plan allowance. One-time purchase per plan.
4. Monthly Subscription: 30-day auto-renewing subscription at €39.5/month providing 40 GB high-speed data across 120 countries with unlimited data (512 Kbps after cap) and unlimited calls to the Netherlands. Renewable monthly unless cancelled.
5. International VoIP Calling Credits: Users purchase calling credits in EUR to make VoIP calls to 200+ countries. Credits do not expire and are consumed per minute based on originating and destination country rates.
6. B2B / Partner Integration Revenue: Firsty provides its eSIM connectivity infrastructure to B2B partners (KBC, Grab) who embed the service within their own apps. Partners pay for or share revenue from roaming bundle sales, enabling Firsty to acquire users through established ecosystems.

Pricing tiers

Go-to-market motion2 records

Distribution channels5 records

Marketing channels7 records

Core offering

Firsty provides eSIM-based mobile data roaming services that let travelers access mobile data across 150+ countries through a single installed eSIM profile, eliminating the need for physical SIM swaps or local plans. The service operates through the Firsty mobile app on iOS and Android and includes a freemium ad-supported tier (Firsty Free), per-day passes, GB-based prepaid plans, a monthly subscription, and an international VoIP calling service. The company also distributes its connectivity service through embedded partnerships with Uber, Grab, and KBC Mobile.

Product overview

Firsty offers a mobile data connectivity platform built around eSIM technology. The core product is the Firsty eSIM (installed via the Firsty App) paired with multiple plan tiers: a freemium model with Firsty Free (ad-supported basic connectivity), pay-per-day Firsty Daily passes, GB-based prepaid data plans (500 MB to 50 GB), and monthly subscriptions with 40 GB high-speed data. The platform also includes an International Calling VoIP service and partnerships with KBC and Grab for embedded access. Users download the Firsty App, install an eSIM once, and can then access data across 150+ countries with plan flexibility.

Differentiator

Problem solved

Functional benefit

Products and services

• Firsty eSIM Data Roaming Digital eSIM technology enabling users to access mobile data in 150+ countries through a single installed eSIM profile, eliminating physical SIM cards and SIM swaps. Distributed through the Firsty mobile app and embedded partner platforms (Uber, Grab, KBC).
• International VoIP Calling VoIP-based international calling service available in North America, Europe, and APAC, enabling calls to 200+ countries via purchasable calling credits with no expiration.

Quantifiable outcome

• Access to 150+ global markets via single eSIM installation
• +4 more outcomes

Named customers4 records

Segments3 records

Ideal customer profiles3 records

Technology focussed Yes

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Integration3 records

Feature5 records

Partnerships

Three partnerships are on record, tiered flagship and core.

• KBCflagshipTechnology or Integration · 22 June 2026Belgian bank KBC partnered with Firsty to embed eSIM data roaming capabilities directly into the KBC Mobile banking app. Users can purchase and manage roaming bundles covering 180+ destinations with daily passes starting at €3.50, with pricing decreasing for longer bookings. The eSIM is installed once and reusable across multiple trips.
• GrabcoreTechnology or Integration · 22 October 2025Grab integrated Firsty as one of five third-party services within its Partner Apps feature in Southeast Asia, launching in Singapore and Malaysia with plans to expand. The integration allows Grab users to access eSIM top-up services directly within the Grab app alongside bike-sharing and entertainment services. Special promotions were offered through 2025.
• UberflagshipStrategic or Co-development Partner · 19 November 2024Firsty announced a partnership with Uber as part of its €5.1M seed round. The partnership enables Firsty's eSIM connectivity service to be offered in connection with Uber's ride-hailing platform, targeting travelers who need data connectivity abroad for transportation and navigation.

Scale indicators5 records

Recent moves6 records

Expansion highlights6 records

Direct peers

• Airalo: Market-leading eSIM travel data provider offering prepaid data plans across 200+ countries via mobile app. Closest direct competitor with similar freemium/paid plan structure and global footprint.
• Holafly: Spain-based eSIM provider focused on international travelers, offering unlimited daily and monthly data plans across 160+ destinations. Competes head-to-head in the European travel eSIM segment.
• Nomad eSIM: Consumer eSIM data app for travelers offering regional and global data plans across 150+ countries. Direct competitor with overlapping target audience and similar prepaid model.
• aloSIM: Canadian eSIM startup providing data plans for travelers in 170+ countries, with a similar app-led, self-serve product experience and growing partnership distribution.
• GigSky: Long-standing eSIM data provider for enterprise and consumer travelers, offering global data plans via app and API. Comparable product offering targeting frequent international travelers.
• Ubigi: Transatel-owned eSIM data service targeting consumers, automakers, and enterprises with global connectivity. Comparable MVNO-rooted architecture and traveler-focused product.
• Truphone: MVNO/eSIM provider offering international mobile data and voice for travelers and IoT. Comparable multi-country eSIM architecture with Tier 1 carrier relationships.
• Flexiroam: Asia-Pacific rooted eSIM and global roaming data provider for travelers. Comparable MVNO-based architecture serving international traveler segment with prepaid plans.

Broad incumbents

• Google Fi Wireless: Google's MVNO offering wireless service with international data roaming in 200+ countries. Broad incumbent with overlapping travel data use case but full carrier subscription positioning.

Emerging players

• Airhub eSIM: eSIM provider for travelers and IoT devices offering pay-as-you-go data across 150+ countries. Emerging player with comparable product but smaller user base and narrower distribution.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat4 records

Key risks5 records

Key highlights6 records

Customer concentration

• Xx.com/firsty_app

Revenue estimate

Valuation estimate

Number of profiles

Profiles2 records

Funding overview

Funding rounds3 records

Investors3 records

Funding detail is available on the Subscription and Enterprise plan.Contact sales →

M&A

Investments

M&A and investment is available on the Subscription and Enterprise plan.Contact sales →

Frequently asked questions about Firsty