Hubby eSIM

What Hubby eSIM does

Hubby eSIM, legally Hubby to go B.V., is a Netherlands-based B2B technology company that provides white-label eSIM connectivity solutions to the travel industry. Founded in 2024 and headquartered in Amsterdam, the company operates a global eSIM platform that delivers prepaid mobile data to international travelers through branded partner experiences. Its core technology stack combines eSIM provisioning with a configurable mobile app platform and a travel industry-aligned API, enabling partners to integrate connectivity into their booking flows and customer touchpoints.

The company addresses two distinct customer segments through multiple delivery models. For B2B2C partners — hotels, cruise lines, car rental operators, online travel agencies, tour operators, airlines, travel agents, and travel insurance providers — Hubby offers a Turnkey Solution (reportedly used by 95% of partners), an Industry-Aligned API, an Upsell Solution, a Travel Agent Platform, an Affiliate Platform, and Custom Enterprise Solutions. For individual travelers, it distributes a consumer mobile app on iOS and Android with direct-pay data plans and a €3 referral credit program. The platform claims to connect over 65% of a partner's customers and to go live within 2 hours for Turnkey or 24 hours for a white-label deployment.

Hubby generates revenue through one-time eSIM plan sales to consumers, transaction-based partner commissions on activations and top-ups, white-label licensing fees, and API integration arrangements. Its go-to-market combines product-led self-serve for B2C with direct enterprise sales, channel/affiliate partnerships, and API-based integration for B2B2C. The company is founder-led by CEO Thijs van der Wijk, with no disclosed external institutional funding, parent company, or controlling entity identified in source materials.

Name

Hubby eSIM

Legal name

Hubby to go B.V.

Website

https://hubbyesim.com

Company type

Private

Founded year

2021

Operating status

Operating

Headcount range

11–50 employees

Short description

Hubby eSIM is a Netherlands-based B2B platform providing white-label eSIM connectivity to travel businesses including hotels, airlines, OTAs, cruise lines, tour operators, and travel agents, enabling branded in-destination mobile data for travelers.

Ownership category

akta.pro rank

Product category

Travel Connectivity / eSIM Platform

NAICS

All Other Travel Arrangement and Reservation Services (561599)

akta.pro primary industry

Destination/Activity Booking Marketplaces (Tours & Tickets Aggregators) (THAKAAAH)

akta.pro secondary industries

Travel Insurance Coordination (HSACAKAI), On-Trip Support, Rebooking & Disruption Management (HSACAKAN)

Keywords

• ESIM data plans
• Travel connectivity solutions
• White-label mobile platform
• Travel industry API
• Global mobile data

Headquarters

HQ city

Amsterdam

HQ country

Netherlands

HQ region

Europe

Offices2 records

Markets served

GTM type

B2B and B2C

Offering type

Software

Cost components

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

Revenue model

1. eSIM Data Plan Sales: Direct sales of prepaid mobile data plans to travelers via the Hubby app. One-time purchases with no subscription or auto-renewal. Each plan has defined data allowance and validity period.
2. Partner Commission: Commission earned by travel businesses (tour operators, OTAs, cruise lines, airlines, hotels) on every eSIM activation and top-up purchase through their white-label or referral channels.
3. White-label Licensing: B2B2C white-labelled eSIM solution licensing to travel providers wanting fully branded connectivity experiences for their customers.
4. API Integration Fees: Revenue from industry-aligned API solutions enabling travel businesses to integrate eSIM capabilities into their booking ecosystems.
5. Referral Credit Program: €3 credit earned for each successful friend referral who signs up, driving customer acquisition through word-of-mouth.

Pricing tiers

Go-to-market motion4 records

Distribution channels6 records

Marketing channels5 records

Core offering

Hubby eSIM provides a white-label and API-driven eSIM platform that delivers prepaid global mobile data to travelers on behalf of travel businesses such as hotels, cruise lines, airlines, OTAs, tour operators, car rentals, travel agents, and travel insurers. Partners can choose from a turnkey managed solution, an industry-aligned API for booking-flow integration, an upsell module, a travel agent platform, an affiliate program, or fully custom enterprise builds. A consumer-facing app also allows individual travelers to purchase and manage their own eSIM data plans directly.

Product overview

Hubby eSIM is a B2B eSIM solution platform providing global mobile internet connectivity for travel businesses. The portfolio consists of the core Hubby eSIM Platform paired with multiple delivery models: a Turnkey Solution (fully managed white-label service), an Industry-Aligned API (for programmatic integration), an Upsell Solution (B2B2C white-labelled offering), a Travel Agent Platform (for agents and consortia), an Affiliate Platform (commission-based), and Custom Solutions (enterprise-grade). For end consumers, the Hubby eSIM Consumer App enables direct purchase and management of eSIM data plans. All offerings share the same underlying eSIM technology and can be white-labeled to match partner branding.

Differentiator

Problem solved

Functional benefit

Products and services

• Hubby eSIM Platform The core eSIM platform providing global mobile internet for travelers, delivered as a white-label or co-branded solution to travel businesses. Connects travel brands with their customers through branded eSIM apps.
• Turnkey Solution A fully managed model where Hubby handles everything while partners maintain a connected customer base. 95% of partners opt for this model, which can connect over 65% of customers. Partners select data bundles or segmentation strategy, and Hubby handles the rest; live in 2 hours.
• Industry-Aligned API API solution allowing travel industry partners to integrate eSIM as an ancillary service into their booking ecosystems, enabling post-booking and in-funnel upselling through websites or applications. Mirrors travel industry standards.
• Upsell Solution A B2B2C white-labelled eSIM solution that enables travel businesses to offer effortless roaming upselling to customers, operational within the same day with zero operational overhead; live in 24 hours.
• Travel Agent Platform A platform designed for travel agents and consortia to instantly generate eSIMs, track installations, and monitor revenue from top-ups, with the partner brand remaining prominent at every touch-point; enables commission on every purchase.
• Affiliate Platform An affiliate program allowing partners to offer eSIM services while earning commissions on every activation and top-up, targeted at travel bloggers, influencers, and digital platforms.
• Custom Solutions Enterprise-grade custom eSIM solutions for large-scale connectivity needs, with deep integration into partner ecosystems for travel providers with specific requirements.
• Hubby eSIM Consumer App

Quantifiable outcome

• 9.7/10 users report being happy with mobile data included
• +3 more outcomes

Named customers1 record

Segments9 records

Ideal customer profiles6 records

Technology focussed Yes

API detail

Has API

Yes

API docs

API detail

Core technology

AI maturity

App detail

Feature5 records

Partnerships

Eleven partnerships are on record, tiered primary, core and minor.

• Tour OperatorsprimaryOEM/ Whitelabel/ Licensing PartnerTour operators use Hubby's white-label eSIM platform to provide branded mobile internet to their travelers, enabling in-destination engagement and revenue generation through commission on data plan purchases.
• Online Travel Agencies (OTAs)primaryOEM/ Whitelabel/ Licensing PartnerOTAs integrate Hubby's industry-aligned API to offer eSIM as an ancillary service post-booking or in-funnel, monetizing their booking traffic with minimal operational overhead.
• Cruise LinesprimaryOEM/ Whitelabel/ Licensing PartnerCruise operators deploy Hubby's eSIM solution to keep passengers connected during voyages, enabling real-time communication and in-destination marketing throughout the cruise experience.
• AirlinesprimaryOEM/ Whitelabel/ Licensing PartnerAirlines offer eSIM data plans as ancillary products to passengers, enhancing travel experience and generating additional revenue through commission on activations.
• HotelsprimaryOEM/ Whitelabel/ Licensing PartnerHotels provide branded eSIM connectivity to guests as a premium service add-on, differentiating guest experience and maintaining engagement beyond the hotel stay.
• Car Rental CompaniesprimaryOEM/ Whitelabel/ Licensing PartnerCar rental companies offer mobile data add-ons through Hubby's platform, creating upsell opportunities during the rental booking process and extending customer touchpoints.
• Travel AgentsprimaryChannel Partner/ Reseller/ DistributorTravel agents use Hubby's Travel Agent platform to instantly generate eSIMs for clients, track installations, and earn commission on every activation and top-up purchase.
• Travel Insurance ProviderscoreOEM/ Whitelabel/ Licensing PartnerTravel insurance companies bundle eSIM connectivity with insurance products, adding value to policies and maintaining customer engagement during trips.
• Mobile Network OperatorscoreTechnology or IntegrationHubby operates on third-party mobile networks globally, utilizing connectivity providers and mobile network operators to deliver eSIM data services across destinations.
• Travel Bloggers and InfluencersminorGTM or Marketing PartnerAffiliate partners monetizing their reach by offering eSIM services to their audience and earning commissions on each activation and top-up.
• StripecoreOthersStripe processes payments for Hubby eSIM purchases. Hubby receives only confirmation, payment method type, and truncated reference from Stripe.

Scale indicators7 records

Recent moves6 records

Expansion highlights6 records

Direct peers

• Airalo: The global consumer eSIM market leader, valued at unicorn status. Directly competes with Hubby's B2C consumer app and increasingly targets travel partners for white-label distribution, making it Hubby's most direct and most threatening competitor.
• Holafly: Major consumer eSIM provider with strong presence in Europe and Latin America. Offers unlimited data plans and white-label solutions, directly overlapping with Hubby's travel-industry focus and B2C app offering.
• Maya Mobile: Consumer eSIM brand operated by a major travel-tech group (Maya/CTS), specifically positioned for travellers and travel distributors. Closely comparable in both consumer eSIM and B2B travel distribution model.
• GigSky: Long-standing eSIM provider serving both consumers and enterprise customers, including travel and IoT verticals. Comparable in offering enterprise white-label connectivity solutions and global data plans.
• Ubigi: eSIM provider offering global mobile data plans to consumers and automotive/enterprise customers. Operates its own connectivity infrastructure and competes in the same travel and connected-vehicle use cases Hubby targets.
• Nomad eSIM: Consumer eSIM provider focused on affordable international data plans for travellers. Direct B2C competitor with overlapping geography and target customer base.

Broad incumbents

• Truphone: Established global mobile network operator and eSIM platform with enterprise IoT and travel customer base. A broader incumbent offering similar white-label eSIM capabilities as part of a wider connectivity portfolio.
• Telna: Global connectivity and eSIM management platform with enterprise APIs serving MVNOs, travel brands, and IoT customers. Comparable as a broader incumbent providing eSIM infrastructure and travel integrations.

Emerging players

• Airbridge Mobile Solutions (AMS): B2B eSIM platform targeting travel, hospitality, and telecom operators with white-label connectivity solutions. Directly comparable as a travel-focused white-label eSIM challenger.
• RedteaGO: Consumer and B2B eSIM provider with a strong China-Asia footprint and growing global coverage. Comparable as a competitive eSIM platform with white-label and travel channel ambitions.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat4 records

Key risks7 records

Key highlights7 records

Customer concentration

• Facebookfacebook.com/hubbytogo
• LinkedInlinkedin.com/company/hubbyesim

Revenue estimate

Valuation estimate

Number of profiles

Profiles1 record

Funding overview

Funding rounds

Investors

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 Hubby eSIM