What Simpel BV does

Simpel BV (legally Simpel.nl B.V.) is a Dutch mobile virtual network operator (MVNO) founded in 2007 and headquartered in The Hague, Netherlands. It operates as a wholly-owned consumer brand under Odido NL Holding B.V., alongside sister brands Odido and Ben, delivering Sim Only mobile subscriptions (voice, SMS, and data) over Odido's award-winning 5G and 4G LTE network infrastructure with no physical retail presence of its own. The portfolio is anchored on a single core product line (Sim Only) segmented by data tier (5 GB to 60 GB), supplemented by add-on modules including MB-aanvuller data top-ups, eSIM and physical SIM options, the Plafond cost-control feature, the Onbeperkt Bellen unlimited-calling add-on, and free number portability. Sub-brands target specific personas: Familie (families), 50+ (seniors), Studenten (students), Kind (children with parental controls), and Zakelijk (small business).

Simpel's commercial model is direct-to-consumer and digital-only: subscriptions are sold and managed exclusively through simpel.nl, bestel.simpel.nl, and the Mijn Simpel iOS/Android app, with customer support delivered via phone, WhatsApp, an online community forum (community.simpel.nl), and the Simke AI chatbot. Pricing is structured as monthly recurring subscription fees with aggressive first-12-month promotional rates (€2.50/month across all tiers) stepping up to €6.50-€15/month depending on data bundle and contract length (1-year or 2-year), plus ancillary usage-based charges (€0.31/minute/SMS and €0.15/MB out-of-bundle). Customer acquisition leverages the Via Via Voordeel referral program (€10 to both referrer and referee) and Trustpilot presence (4.3/5 across 88,586 reviews).

Operationally, Simpel serves more than 1 million customers in the Netherlands, achieved the highest NPS (39) in the Dutch postpaid mobile market in Q1 2026 per Telecompaper, and holds Consumentenbond ratings of 9.7 (provider) and 9.2 (customer service), with the lowest reported network outage rate (1.3%) in the Dutch market. The company is a privately held Dutch BV, registered under KvK-nummer 60316306, with no public listing, no recent disclosed funding rounds, and strategic direction coordinated through its parent Odido NL Holding B.V.

Name

Simpel BV

Legal name

Simpel.nl B.V.

Website

https://www.simpel.nl/

Company type

Private

Founded year

2007

Operating status

Operating

Headcount range

11–50 employees

Short description

Simpel BV is a Dutch mobile virtual network operator and wholly-owned Odido subsidiary that sells Sim Only mobile subscriptions to 1 million+ Dutch consumers via digital-only channels, leveraging Odido's 5G/4G network and offering 5 GB-60 GB data tiers from €2.50/month promotional.

Ownership category

akta.pro rank

Headquarters

HQ city

Amsterdam

HQ country

Netherlands

HQ region

Europe

Offices1 record

Markets served

GTM type

B2C

Offering type

Services

Cost components

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

Revenue model

1. Sim Only Subscription Revenue: Simpel generates recurring subscription revenue from monthly Sim Only plans that include call minutes, SMS, and mobile data bundles. Customers choose from various tiers ranging from 5GB to 60GB data packages with contract terms of 1 or 2 years. Additional revenue comes from out-of-bundle usage charges (€0.31 per minute/SMS, €0.15 per MB), Plafond service fees (€0.50/month), and MB-aanvuller (data top-up) purchases.

Pricing tiers

Go-to-market motion1 record

Distribution channels3 records

Marketing channels5 records

Core offering

Simpel BV is a Dutch mobile virtual network operator (MVNO) that sells Sim Only mobile subscriptions to individual consumers in the Netherlands, using Odido's (formerly T-Mobile Netherlands) 5G and 4G network infrastructure. Customers select from tiered data bundles (5 GB to 60 GB) bundled with minutes and SMS on 1- or 2-year contracts, manage everything through the Mijn Simpel app, and access supporting add-ons such as data top-ups, unlimited calling, a spending cap, eSIM, and free number portability.

Product overview

Simpel BV is a Dutch SIM-only mobile virtual network operator (MVNO) founded in 2007, now part of the Odido NL Holding B.V. group alongside Odido and Ben brands. The company operates a single unified core product line — Sim Only (SIM-only) mobile subscriptions — delivered over Odido's award-winning 5G network. The portfolio consists of the core Sim Only service as the primary offering, supplemented by data top-up add-ons (MB-aanvullers), connectivity technology variants (physical SIM and eSIM), and segmented sub-brands targeting specific demographics (Sim Only Familie for families, Sim Only 50+ for seniors, Sim Only Studenten for students, Sim Only Kind for children, and Sim Only Zakelijk for businesses). Additional paid add-on modules include Onbeperkt Bellen (unlimited calling), Nummerbehoud (number portability), and Simpel Plafond (spending cap). Customers interact with the service through the Mijn Simpel web portal and mobile app, while the company provides support via its AI chatbot Simke, an online Community forum, and telephone customer service. The Via Via Voordeel referral program drives customer acquisition, and accessibility features such as Realtimetekst (RTT) are natively supported for deaf and hard-of-hearing users.

Differentiator

Problem solved

Functional benefit

Products and services

• Sim Only Basisabonnement (Core Sim Only Mobile Subscription) Core SIM-only mobile subscription offering voice, SMS, and mobile data bundles on Odido's 5G/4G network. Customers choose from 5 GB to 60 GB data tiers with 1- or 2-year contract terms, delivered via physical SIM or eSIM. Targeted at individual Dutch consumers seeking affordable, no-frills mobile service.
• Sim Only Zakelijk (Business Subscription) Business Sim Only subscription using the same network infrastructure as consumer plans, with VAT itemized separately on invoices and support for managing up to five numbers per account via the Mijn Simpel app. Intended for small businesses and self-employed professionals.
• Sim Only Studenten (Student Subscription) Sim Only subscription marketed to students, providing the same low-priced bundles and 5G network as standard plans, with monthly bundle adjustment flexibility at no cost and access to promotional pricing.
• Sim Only Familie (Family Subscription) Family-oriented Sim Only subscription allowing management of multiple subscriptions from a single Mijn Simpel account with consolidated billing and visibility into all family members' data usage.
• Sim Only 50+ (Senior Subscription) Sim Only subscription tailored for customers aged 50 and older, offering low monthly rates starting at €5.00, an optional unlimited calling add-on from €5.50/month, and accessibility features such as RTT support.
• Sim Only Kind (Child Subscription) Sim Only subscription for children allowing parents to manage the account, set a Plafond (spending cap), block premium services, and configure 3 emergency contact numbers accessible even when the spending limit is reached.
• MB-aanvuller (Data Top-up) One-time additional data bundles customers can purchase when their primary data allowance is nearly depleted, offered in three sizes: 500 MB (€4.50), 1,000 MB (€7.00), and 3,000 MB (€12.50).
• Onbeperkt Bellen (Unlimited Calling Add-on) Add-on bundle enabling unlimited voice call minutes within the EU for €1.50 per month. Available as a standard feature in certain larger data bundles and monthly toggleable via the Mijn Simpel app.
• Simpel Plafond (Cost Control / Spending Cap)

Quantifiable outcome

• Highest NPS (39) in Dutch postpaid mobile market Q1 2026
• +4 more outcomes

Named customers1 record

Segments6 records

Ideal customer profiles5 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Feature4 records

Partnerships

One partnership is on record.

• Odido (Odido NL Holding B.V.)coreTechnology or IntegrationSimpel is a brand under Odido NL Holding B.V., operating as an MVNO that uses Odido's mobile network infrastructure. All Simpel services run on Odido's 5G and 4G network, which has won multiple awards as one of the best networks in the Netherlands and the world. Odido handles the underlying network operations while Simpel focuses on direct-to-consumer sales and customer service.

Scale indicators8 records

Recent moves6 records

Expansion highlights6 records

Direct peers

• Simyo: Low-cost Sim Only MVNO subsidiary of KPN in the Netherlands, directly targeting the same price-sensitive consumer segment with postpaid monthly contracts on KPN's network.
• Ben: Sister MVNO brand under Odido NL Holding B.V., operating the same network as Simpel and competing head-to-head in the Dutch budget postpaid segment.
• Hollandsnieuwe: Vodafone Netherlands' low-cost MVNO sub-brand focused on simple Sim Only subscriptions, sharing the price-comparison set with Simpel and tied at NPS 35 in Q1 2026.
• Youfone: Independent Dutch MVNO offering low-cost Sim Only and family plans over the KPN network, competing in the same value tier with multi-line family positioning similar to Simpel.
• Budget Mobiel: Dutch price-comparison–led MVNO specializing in low-cost Sim Only and family plans, directly contesting Simpel in the entry-level postpaid tier.
• Lebara Mobile Netherlands: Netherlands arm of the international low-cost MVNO Lebara, serving value-seeking consumers including migrants with Sim Only plans on the Vodafone network.
• Lyca Mobile Netherlands: Global low-cost MVNO with a Dutch arm focused on Sim Only plans for international and migrant callers, overlapping Simpel's price-sensitive base.

Broad incumbents

• Odido: Parent brand of Simpel and operator of the underlying MNO network in the Netherlands; competes broadly across postpaid and prepaid while Simpel focuses on the budget segment.
• KPN: Incumbent Dutch MNO operating consumer and business mobile, fixed, and converged services, whose Simyo sub-brand directly competes with Simpel in the value tier.
• Vodafone Netherlands: Major Dutch MNO whose Hollandsnieuwe MVNO competes with Simpel on price, while Vodafone itself competes at the premium and converged-services layer.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat5 records

Key risks6 records

Key highlights7 records

Customer concentration

• LinkedInlinkedin.com/company/simpel-nl

Revenue estimate

Valuation estimate

Number of profiles

Funding overview

Funding rounds2 records

Investors2 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 Simpel BV