Sure

What Sure does

Sure is a regional incumbent telecommunications provider serving the Channel Islands, Isle of Man, and select British Overseas Territories including Diego Garcia, St Helena, Ascension Island, and the Falkland Islands. Founded in 1896 and headquartered in St. Peter Port, Guernsey, the company is a wholly-owned subsidiary of the Bahrain-based Beyon technology group and operates under the consumer brand "Sure by Beyon." Sure offers an integrated product portfolio spanning mobile (Pay Monthly, Pay As You Go, Sharer family plans, eSIM, 4G mobile broadband), fixed broadband (fibre up to 2Gbps, copper), landline telephony, and add-on services including Roaming Boosters, Home Tech Team visits, Home Visit Service, and the Lifeline Personal Alarm for vulnerable users. The underlying technology stack comprises a unified 4G mobile network (with 5G deployment underway) and owned fibre optic infrastructure covering 88% of Guernsey customers, with the only Channel Islands network capable of 2Gbps average speeds.

The business model is subscription-based across consumer and enterprise segments. Consumer revenue derives from monthly mobile plans (£16-£36), fibre broadband tiers (£50-£170), and bundling discounts up to £900 over 36 months. Enterprise revenue is generated through the Sure Business division offering cybersecurity, cloud, IT consultancy, and resilient connectivity for local, national, and international organisations. Hardware sales (Apple, Samsung phones, accessories, refurbished Preloved devices) and professional services (Home Tech Team at £45 per visit) provide incremental revenue. Distribution combines physical retail storefronts in all three core island markets with the MySure self-service app, online top-up portal, and home visit services.

Sure completed its acquisition of Airtel-Vodafone in the Channel Islands in 2022 through a merger with Bharti Global Limited, with full customer migration finalized in 2025. The company employs 101-250 staff across its operating geographies. Customers include residential consumers, registered charities (eligible for 50% broadband discounts), enterprise organisations, and British Overseas Territory government/defense clients. Sure maintains community engagement through the Sure Community Foundation, which donated £44,326 to 43 charities in 2025.

Name

Sure

Legal name

Sure (Guernsey) Limited

Website

https://sure.com

Company type

Private

Founded year

1896

Operating status

Operating

Headcount range

101–250 employees

Short description

Sure is a Channel Islands and Isle of Man incumbent telecommunications provider offering mobile, broadband, landline, and enterprise connectivity services, operating as a wholly-owned subsidiary of Beyon technology group.

Ownership category

akta.pro rank

Product category

Telecommunications Services

NAICS

Computing Infrastructure Providers, Data Processing, Web Hosting, and Related Services (518), Computing Infrastructure Providers, Data Processing, Web Hosting, and Related Services (518210)

akta.pro primary industry

Residential/Broadband ISPs (Consumer Internet) (HDAIADAA)

akta.pro secondary industries

Business/Enterprise Fixed Connectivity Providers (SME/Enterprise Broadband) (HDAIABAI), Rural & Universal Service Fixed Broadband Providers (HDAIABAJ), Emergency Dispatch, Call Center Monitoring & Response Services (HSAHAHAG)

Keywords

• Mobile telecommunications services
• Fibre broadband internet
• Business connectivity solutions
• Pay monthly mobile plans
• Personal emergency alarms

Headquarters

HQ city

St. Peter Port

Offices4 records

Markets served

GTM type

B2B and B2C

Offering type

Services

Cost components

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

Revenue model

1. Mobile Services: Monthly subscription revenue from mobile plans including pay monthly, pay as you go, and shared family plans. Includes roaming services and data add-ons.
2. Broadband Services: Monthly subscription revenue from fibre and copper broadband plans for residential customers, including landline services bundled with broadband.
3. Hardware Sales: Sales of mobile phones (Apple iPhone, Samsung Galaxy) and accessories through retail stores and online, with payment plans available.
4. Home Tech Services: Paid home visit services for WiFi diagnostics and optimization, including Home Tech Team visits and device setup assistance.
5. Lifeline Emergency Service: Emergency response devices for vulnerable individuals, connected through hospital switchboard for round-the-clock support.

Pricing tiers

Go-to-market motion2 records

Distribution channels5 records

Marketing channels7 records

Core offering

Sure provides mobile (Pay Monthly, Pay As You Go, eSIM, 4G Mobile Broadband), fixed-line broadband (Fibre up to 2Gbps and Copper), landline, and Lifeline personal emergency alarm services to residential consumers across Guernsey, Jersey, the Isle of Man, and select British Overseas Territories. Through its Sure Business division, the company also delivers enterprise connectivity, cloud, cybersecurity, and IT consultancy to local, national, and international organisations.

Product overview

Sure is a telecommunications provider offering mobile, broadband, and landline services across Guernsey, Jersey, Isle of Man, and other British Crown dependencies. The product portfolio operates as a unified platform-plus-modules architecture centered on Sure Mobile (Pay Monthly, Pay As You Go, eSIM) and Sure Broadband (Fibre, Copper, 4G Mobile). Additional services include Sharer Plans for family sharing, Roaming Boosters for international travel, Home Tech Team and Home Visit for technical support, Lifeline Personal Alarm for emergency response, and Preloved/refurbished phones. The company also serves business customers through Sure Business division. Following the 2022 acquisition of Airtel-Vodafone, former Airtel customers were migrated to Sure's systems.

Differentiator

Problem solved

Functional benefit

Products and services

• Sure Mobile Pay Monthly Plans Monthly subscription mobile service for residential and individual business customers, providing tiered data, minutes, texts, and roaming allocations across Sure's mobile network.
• Pay As You Go Mobile Prepaid mobile service for light or occasional users on the Sure network with no contract commitment, pay-as-you-use airtime, and bonus data rewards when topping up via MySure.
• 4G Mobile Broadband Wireless broadband service delivered through Sure's 4G mobile network for customers needing on-the-go or secondary home internet, available as a SIM or MiFi device on monthly or 24-month plans.
• Fibre Broadband High-speed fibre-to-the-premises broadband service for residential and business customers, with unlimited downloads, symmetric upload speeds, and a bundled landline. The only Channel Islands network capable of 2Gbps average speeds.
• Copper Broadband Copper-based fixed broadband service for island areas not yet reached by fibre, including Alderney and Sark, bundled with landline service.
• Landline Service Fixed-line telephone service bundled with broadband plans or available standalone, offering local, national, and international call options.
• Lifeline Personal Alarm Personal emergency response subscription service providing a pendant and home unit for vulnerable and elderly customers, connected to the hospital switchboard or designated family/carers for round-the-clock support with up to 75-metre range.
• Mobile and Broadband Bundles Combined mobile and broadband packages offering consolidated billing and savings up to £25 per month (up to £900 over 36 months) when customers take both services from Sure.
• Preloved Refurbished Phones Refurbished pre-owned Apple iPhone and Samsung Galaxy smartphones sold through Sure's retail and online channels, unlocked, fully tested, and backed by a 1-year warranty.
• Sure Business (Enterprise Services) Enterprise telecommunications and IT services division providing resilient connectivity infrastructure, cybersecurity, cloud solutions, and expert consultancy to local, national, and international organisations.

Quantifiable outcome

• 88% of Guernsey customers can access fibre broadband
• +3 more outcomes

Named customers6 records

Segments4 records

Ideal customer profiles4 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Feature4 records

Partnerships

Two partnerships are on record, tiered core.

• Bharti Global LimitedcoreStrategic or Co-development Partner · 3 October 2022Sure agreed to acquire Airtel-Vodafone in the Channel Islands through a merger with Bharti Global Limited. The merger involves significant investment in island mobile networks including 5G deployment in Guernsey and Jersey, with focus on improving coverage, speed, and reliability.
• Airtel JerseycoreStrategic or Co-development PartnerAirtel Jersey (owned by Sure) was involved in surveillance vendor exploitation according to Citizen Lab research. This relates to security concerns about telecommunications infrastructure access being abused by surveillance vendors.

Scale indicators6 records

Recent moves6 records

Expansion highlights6 records

Broad incumbents

• Batelco: Batelco is a Bahrain-based regional telecom incumbent and sister company to Beyon. It offers a useful benchmark for small-market island telco economics, enterprise services, and government contracts across the Gulf region.
• Beyon (parent group): Beyon is Sure's Bahrain-based parent and the regional telecom group spanning Bahrain, Jordan, Saudi Arabia, Maldives, Yemen, and Egypt. It is a strategic peer at the group level for emerging-market telco operating models.
• EE (BT): EE is the UK's largest mobile operator and a competitor for roaming and 5G service benchmarks. Sure's Roaming Boosters and UK/EU data inclusions are priced competitively against EE-equivalent plans.
• Vodafone: Vodafone is a global mobile and fixed-line operator that previously co-owned Airtel-Vodafone in the Channel Islands. Vodafone's roaming partnerships and enterprise offerings remain comparable reference points for Sure's mobile and business segments.
• BT Group: BT is the UK incumbent telecoms operator offering consumer broadband, mobile (EE), and enterprise services. It provides an indirect benchmark for Sure's consumer and enterprise connectivity plays and competes for cross-border enterprise contracts in the Channel Islands.

Emerging players

• CityFibre: CityFibre is a UK-wide fibre wholesaler rapidly expanding gigabit-capable networks. As a fibre-first challenger to incumbents, it provides a comparable playbook to Sure's fibre-led consumer broadband strategy in the Channel Islands.

Direct peers

• JT Group (Jersey Telecom): JT is the incumbent telecoms provider in Jersey, directly competing with Sure in mobile, broadband, and enterprise across the Channel Islands. JT is the main competitor Sure cites when positioning its 2Gbps fibre advantage.
• Manx Telecom: Manx Telecom is the incumbent telecoms operator on the Isle of Man, where Sure also operates. Both offer mobile, broadband, and enterprise services to a small island population under similar regulatory and demographic conditions.
• Sure (Isle of Man) — direct overlap with incumbent Manx Telecom: Sure's Isle of Man operations compete head-to-head with Manx Telecom in mobile, fibre broadband, and business services on the same small-island market.

Others

• Reliance Jio (Bharti partner ecosystem): Bharti Global is Sure's M&A partner for the Airtel-Vodafone acquisition. Reliance Jio sits in the broader Bharti telecom ecosystem and represents a comparable high-volume, low-cost mobile broadband operating model relevant to Sure's 5G strategy.

Market position

Strengths1 record

Weaknesses1 record

Competitive moat5 records

Key risks6 records

Key highlights6 records

Customer concentration

• Facebookfacebook.com/SureGsy
• LinkedInlinkedin.com/company/surebusiness
• Instagraminstagram.com/surebybeyon
• Xx.com/sureguernsey

Revenue estimate

Valuation estimate

Number of profiles

Subsidiaries2 records

Funding overview

Funding rounds

Investors

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

M&A1 record

Investments

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

Frequently asked questions about Sure