SimsDirect

What SimsDirect does

SimsDirect Pty Ltd, operating under the brand Simify, is a privately held direct-to-consumer eSIM travel data provider headquartered in Malaga, Western Australia, Australia. The company was founded by Aidan and Mac and originally sold physical SIM cards before pivoting to a fully digital eSIM product portfolio. Simify sells prepaid travel data plans to individual travelers across more than 128 countries, covering regional and single-country destinations including Europe & UK, North America, South East Asia, South America, Africa, the Middle East, Asia, and Oceania. Catalog offerings span unlimited data plans (with fair-use policies) at US$1.19–$3.24 per day and standard capped plans (up to 100GB / 30 days), with durations up to 180 days.

Name

SimsDirect

Legal name

SimsDirect Pty Ltd

Website

https://simify.com

Company type

Private

Founded year

2018

Operating status

Operating

Headcount range

1–10 employees

Short description

SimsDirect (Simify) is a privately held Australian eSIM provider selling prepaid travel data plans directly to individual travelers across 128 countries via its e-commerce site and mobile app.

Ownership category

akta.pro rank

Product category

Travel eSIM Services

SIC

Retail-Computer & Computer Software Stores (5734)

akta.pro primary industry

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

Keywords

• Travel eSIM services
• Prepaid data plans
• International roaming
• Mobile connectivity
• Digital SIM cards

Headquarters

HQ city

Sydney

HQ country

Australia

HQ region

Oceania

Offices1 record

Markets served

GTM type

B2C

Offering type

Services

Cost components

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

Revenue model

1. Prepaid eSIM Plans: One-time prepaid data plans for travel, with various duration options ranging from 30 days to 180 days. Plans are sold directly to consumers with no ongoing subscription required. Includes unlimited data options and capped data tiers.

Pricing tiers

Go-to-market motion1 record

Distribution channels2 records

Marketing channels12 records

Core offering

SimsDirect (trading as Simify) sells prepaid travel eSIM data plans directly to international travelers through its e-commerce website and iOS/Android mobile app. Plans are available in unlimited and standard (capped) tiers, covering 128 countries globally via regional, country-specific, and single global plan configurations, with durations up to 180 days. Activation is fully digital via QR code or in-app install, with no physical SIM cards required.

Product overview

SimsDirect (operating as Simify) is a consumer travel eSIM service provider that offers prepaid digital SIM cards for international travelers. The product portfolio consists of regional and country-specific unlimited data eSIM plans alongside standard (limited data) alternatives. The core offerings include unlimited global coverage (128 countries), regional bundles for Europe & UK, North America, South East Asia, South America, Africa, Middle East, Asia, and Oceania, as well as individual country eSIMs. Plans come in two tiers: Unlimited (continuous data with fair usage policy, valid up to 90-180 days depending on destination) and Standard (up to 100GB data cap, 30-90 days validity). The service is delivered via the Simify mobile app (iOS/Android), which handles eSIM installation via QR code or manual entry, profile management, and customer support. All eSIMs work alongside the user's existing home SIM, providing hotspot/tethering support, and feature automatic network selection for optimal coverage.

Differentiator

Problem solved

Functional benefit

Products and services

• Unlimited Global eSIM Prepaid travel eSIM providing unlimited data coverage across 128 countries worldwide with 4G/5G speeds and hotspot/tethering support, valid up to 180 days. Designed for international travelers who need single-plan coverage across multiple destinations.
• Unlimited Europe & UK eSIM Unlimited data eSIM covering 51 European and UK countries, valid up to 180 days, with hotspot support. Targeted at travelers taking multi-country European trips.
• Unlimited South East Asia eSIM Unlimited data eSIM covering 11 South East Asian countries (Thailand, Singapore, Malaysia, Vietnam, Philippines, Indonesia, Cambodia, Laos, Myanmar, Brunei, East Timor).
• Unlimited USA, Canada & Mexico eSIM Unlimited data eSIM covering USA, Canada, and Mexico as a single regional plan for travelers visiting North America.
• Unlimited Middle East eSIM Unlimited data eSIM covering 18 Middle Eastern countries, valid up to 90 days.
• Unlimited Africa eSIM Unlimited data eSIM covering 28-29 African countries for travelers visiting the continent.
• Unlimited South America eSIM Unlimited data eSIM covering 8 South American countries for multi-country South American itineraries.
• Unlimited Asia eSIM Unlimited data eSIM covering 11 Asian countries for multi-country Asian travel.
• Unlimited China, Hong Kong, Macau & Taiwan eSIM Unlimited data eSIM covering China, Hong Kong, Macau, and Taiwan as a single regional plan (4 countries).
• Unlimited Australia & New Zealand eSIM Unlimited data eSIM covering both Australia and New Zealand (2 countries).
• Caribbean eSIM eSIM covering 14 Caribbean countries for travelers visiting multiple Caribbean destinations.
• Country-Specific Unlimited eSIM Plans Unlimited data eSIMs for individual countries including Japan, China, India, Thailand, Indonesia (Bali), Singapore, Malaysia, Philippines, South Korea, Fiji, Bangladesh, Sri Lanka, Cambodia, and New Zealand. Each plan valid up to 180 days and rated 4.6-4.9 stars across hundreds of customer reviews.
• Standard (Capped Data) eSIM Plans Standard tier eSIM plans with capped data (e.g., up to 100GB) and shorter validity (30-90 days) for regional and country-specific destinations such as Europe & UK, South East Asia, USA/Canada/Mexico, Indonesia, Africa, South America, and Australia/New Zealand. Lower-cost alternative to unlimited plans.
• Simify Mobile App Mobile application for iOS (Apple App Store) and Android (Google Play) that enables eSIM installation, management, and digital delivery. Supports QR code scanning, automatic setup, and eSIM profile management for travelers who purchase plans through the app.

Quantifiable outcome

• Up to 25% savings compared to standard roaming charges
• +2 more outcomes

Named customers6 records

Segments4 records

Ideal customer profiles4 records

Technology focussed Yes

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Feature4 records

Scale indicators3 records

Recent moves6 records

Expansion highlights5 records

Direct peers

• Airalo: Airalo is the leading global travel eSIM marketplace, offering prepaid data plans across 200+ countries and regions directly to consumers via web and mobile app. Highly comparable to Simify on product (prepaid travel eSIMs), target customer (international leisure and business travelers), and business model (direct-to-consumer digital-first).
• Holafly: Holafly is a Spain-based travel eSIM provider focused on unlimited data plans for international tourists across 160+ destinations. Closely comparable to Simify on customer segment, unlimited-data emphasis, and direct-to-consumer e-commerce model.
• Nomad eSIM: Nomad offers prepaid travel eSIMs through a consumer-facing app and web platform covering 100+ countries. Directly comparable product set, customer base, and distribution approach to Simify.
• Ubigi: Ubigi (a Transatel brand) provides global mobile data eSIMs for travelers, connected cars, and laptops. Comparable on travel eSIM product line, multi-country coverage, and direct-to-consumer distribution.
• GigSky: GigSky is a travel eSIM and global mobile data provider offering pay-as-you-go and subscription plans for international travelers. Closely comparable product offering and target customer to Simify.
• aloSIM: aloSIM is a Canadian travel eSIM provider selling prepaid data plans for international tourists across 100+ countries via a mobile-first e-commerce platform. Directly comparable product, customer segment, and digital distribution model.
• Maya Mobile: Maya Mobile is a US-based travel eSIM provider offering prepaid data plans across many countries via an app-led D2C experience. Highly comparable on product, target market, and digital-first go-to-market.
• Airhub: Airhub is a consumer-focused travel eSIM app offering prepaid data plans across 100+ countries. Comparable in product positioning (B2C travel eSIM), pricing model (per-GB and unlimited), and customer base.

Emerging players

• Keepgo: Keepgo sells prepaid data SIMs and eSIMs for international travelers, with both consumer and IoT/M2M offerings. Overlaps with Simify on consumer travel connectivity but extends further into connected-device use cases.

Broad incumbents

• Google Fi Wireless: Google Fi is a Google-operated mobile virtual network operator offering international data roaming and eSIM service built into Android. Comparable on international travel data connectivity but as part of a much broader telecom service, not a standalone travel eSIM play.

Market position

Strengths4 records

Weaknesses5 records

Competitive moat4 records

Key risks6 records

Key highlights7 records

Customer concentration

• YouTubeyoutube.com/channel/UCVeCsBPOrnUe3-fD-DpJWIA
• Facebookfacebook.com/simsdirect
• LinkedInlinkedin.com/company/simsdirect
• Instagraminstagram.com/travelwithsimify
• TikToktiktok.com/@travelwithsimify

Revenue estimate

Valuation estimate

Number of profiles

Profiles2 records

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 SimsDirect