What Grade Mobile does

Grade Mobile is a UK-based subscription-first MVNO and refurbished consumer electronics retailer operating under the legal entity OG Exclusives London Limited. Founded in 2014 by Owain, the company offers a vertically integrated circular-economy platform spanning device subscription (12-36 month consumer-hire contracts), SIM-only mobile plans powered by EE's network, refurbished device direct sales (smartphones, tablets, and watches), and a trade-in buyback service. All devices are SIM-free and unlocked, marketed to budget-conscious consumers, students, digital nomads, tech-conscious upgraders, and small business customers seeking lower monthly costs and an environmental alternative to new device purchases. Reported scale includes 70,000+ units sold and 12,000+ Trustpilot reviews with a 4.3 rating.

The company's technology stack centers on a Shopify-powered multi-domain e-commerce platform, Mobile Device Management (MDM) software for remote locking and tracking of leased devices, and a proprietary refurbishment process featuring 60+ point quality checks, OEM-quality parts testing, and an 80% minimum battery health threshold. The subscription lifecycle is supported by automated upgrade delivery (new device pre-shipped before old device return), credit and identity verification through Affirm UK, Truelayer, and the major UK credit reference agencies, and third-party insurance integration via Bastion Insurance. Headcount is reported at 11-50 employees.

Revenue is generated through a mix of recurring and transactional streams: monthly device subscriptions, monthly SIM-only plans, one-time refurbished device sales, device buyback and trade-in payments, and insurance referral fees. Subscription pricing ranges from £4.83 to £30.48 per month with deposits starting at 10% of device value, and the company is FCA-authorized as a credit broker (firm reference 947743). Distribution is exclusively digital through owned e-commerce storefronts, Amazon and eBay marketplaces, Awin affiliate partners, and Royal Mail fulfillment, with stated operational presence in the UK and France.

Name

Grade Mobile

Legal name

OG Exclusives London Limited

Website

https://grademobile.co.uk

Company type

Private

Founded year

2014

Operating status

Operating

Headcount range

11–50 employees

Short description

Grade Mobile is a UK-based subscription-first MVNO and refurbished device retailer offering phone, tablet, and watch subscriptions on EE's network alongside direct refurbished sales and trade-in services to budget-conscious consumers and small businesses.

Ownership category

akta.pro rank

Product category

Refurbished Mobile Devices & Subscriptions

NAICS

Consumer Electronics and Appliances Rental (532210), Electronics and Appliance Retailers (4492), Agents for Wireless Telecommunications Services (517122)

SIC

Services-Computer Rental & Leasing (7377), Radiotelephone Communications (4812)

akta.pro primary industry

Electronics Rental, Leasing & Subscription (Refurbished/Pre-Owned) (CRACAJAI)

akta.pro secondary industries

Refurbished, Used & Recommerce Smartphones (CRACALAG), Consumer Electronics & Mobile Device Leasing (FSAKANAB), Consumer Mobile Network Operators (Retail MNOs) (HDAIAAAA), Mobile Device (Smartphone/Tablet) Trade-in & Recycling (BPALAIAG), Rent-to-Own (RTO) & Lease-to-Own Consumer Financing (FSAKAOAC)

Keywords

• Refurbished mobile phones
• Phone subscription service
• SIM-only mobile plans
• Device trade-in service
• Mobile virtual network operator

Headquarters

HQ city

Kent

HQ country

United Kingdom

HQ region

Europe

Offices3 records

Markets served

GTM type

B2C

Offering type

Services

Cost components

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

Revenue model

1. Device Subscription/Leasing: Monthly recurring revenue from device subscriptions typically ranging from 12-36 months. Customers pay monthly fees for access to devices; devices remain property of Grade Mobile. At contract end, customers can upgrade, return, or continue on rolling monthly contracts. Revenue recognized over contract duration with early termination fees as contingency.
2. SIM Plans: Monthly recurring revenue from SIM-only plans with 12, 24, or 36-month contract terms, plus rolling 30-day SIM options. Plans include 5G connectivity at no extra cost. Additional revenue from bolt-ons and out-of-plan usage charges (international calls, etc.).
3. Refurbished Device Sales: One-time revenue from direct sales of refurbished devices. Devices sold with 12-month warranty. Optional trade-in credits applied to purchases. Part-exchange functionality allowing customers to offset old device value against new purchases.
4. Device Buyback/Trade-in: One-time payment to customers for trade-in devices. Valuation based on device condition (Great, Average, Poor, Broken). Payment within 24-72 working hours of device acceptance. Revenue derived from refurbished device resale of acquired inventory.
5. Device Insurance: Third-party insurance provided through Bastion Insurance Limited. Grade Mobile acts as referral partner, directing customers to insurer's website for transaction.

Pricing tiers

Go-to-market motion2 records

Distribution channels6 records

Marketing channels8 records

Core offering

Grade Mobile sells refurbished and unlocked mobile phones, tablets, and watches through direct sales and consumer-hire subscription contracts of 12-36 months. It also operates as a Mobile Virtual Network Operator (MVNO) on EE's network, offering SIM-only mobile plans with 5G connectivity, and provides a device buyback/trade-in service that feeds its refurbishment pipeline. The combined offering covers the full device lifecycle from subscription, through trade-in, to refurbishment and resale.

Product overview

Grade Mobile operates as a phone subscription and refurbished device specialist, offering four interconnected services: Device Subscriptions (12-36 month consumer-hire agreements for phones, tablets, and watches with upgrade/return options), SIM-only Deals (5G mobile plans on EE network with EU roaming), Refurbished Device Sales (direct purchase of professionally refurbished devices with 12-month warranty), and Buyback/Trade-In Services (cash payment for used devices). The company also provides business solutions for fleet device management. All devices are SIM-free and unlocked, compatible with any UK network.

Differentiator

Problem solved

Functional benefit

Products and services

• Device Subscription (Consumer-Hire) Phone and tablet subscription service offering devices on 12-36 month rental contracts with options to upgrade, return, or continue on a rolling basis. Includes warranty coverage and free delivery. Targets individual consumers seeking affordable access to smartphones without large upfront costs.
• SIM Deals SIM-only mobile plans providing unlimited calls and texts with 5G connectivity, powered by EE network. Includes EU roaming and flexible contract options (30-day rolling, 12, 24, or 36 months). For individual consumers seeking affordable mobile connectivity.
• Refurbished Device Sales Direct purchase of professionally refurbished smartphones, tablets, and watches. Devices undergo 60+ point quality checks, include 12-month warranty, and are unlocked for any UK network. For individual consumers seeking premium devices at reduced prices.
• Buyback/Trade-In Service Service allowing customers to sell their used devices to Grade Mobile for cash payment. Devices are evaluated based on condition (Great, Average, Poor, Broken) with free shipping provided. Payment within 24-72 working hours of device acceptance.
• Business Solutions

Quantifiable outcome

• 89% less e-waste than new device purchases per refurbished unit
• +5 more outcomes

Named customers4 records

Segments5 records

Ideal customer profiles3 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Feature4 records

Partnerships

Seven partnerships are on record, tiered core and minor.

• Coop MobilecoreStrategic or Co-development PartnerStrategic partnership with Coop Mobile announced in February 2026. The partnership is described as 'changing the game' and focuses on sustainability, accessibility, and community-focused mobile services. Collaboration aims to reshape the mobile industry toward more sustainable and community-oriented practices.
• EE NetworkcoreTechnology or IntegrationGrade Mobile operates as an MVNO (Mobile Virtual Network Operator) supported by EE's network infrastructure. Provides SIM services including 5G connectivity. Speed comparison data shows Grade Mobile's 65.1 mbps median speed outperforming O2 (15.5 mbps), Vodafone (29.4 mbps), and Three (34.7 mbps) based on 2023 H2 RootMetrics report data from May 2024.
• Royal MailcoreChannel Partner/ Reseller/ DistributorPartnership for order fulfillment and returns. Free next-business-day delivery via Royal Mail 24-hour service for orders placed before 14:00. Prepaid return labels provided through Royal Mail Track My Return service (tracking codes 3507 and 2794). Fully tracked shipments with £150 coverage for devices under £750 value.
• Bastion Insurance LimitedminorChannel Partner/ Reseller/ DistributorPreferred insurance provider for device protection. Customers directed to Bastion Insurance's website during checkout for insurance purchase. Replaced or repaired devices through insurance claims remain covered under Grade Mobile warranty.
• AmazonminorChannel Partner/ Reseller/ DistributorListed as trusted partner with marketplace presence for expanded customer reach.
• eBayminorChannel Partner/ Reseller/ DistributorListed as trusted partner with marketplace presence for expanded customer reach.
• Credit Reference Agencies (Equifax, TransUnion, Experian)coreTechnology or IntegrationPartnership with major credit reference agencies for customer credit and identity checks. Used for affordability verification during application process and ongoing account management. CRAs provide information about financial situation, financial history, and fraud prevention data.

Scale indicators10 records

Recent moves7 records

Expansion highlights5 records

Direct peers

• CeX: UK high-street retailer of second-hand and refurbished consumer electronics including phones, tablets, and wearables. Overlaps with Grade Mobile on refurbished device retail and trade-in, with stronger physical retail footprint.
• Envirofone: UK phone recycling and trade-in service owned by Redeem. Directly comparable to Grade Mobile's buyback/trade-in stream and part of the same circular-economy value chain for used smartphones.
• Ziffit: UK trade-in platform (owned by World of Books Group) buying used phones, tablets, and electronics for cash or credit. Directly comparable buyback service feeding the same refurbished supply chain.
• musicMagpie: UK-based recommerce platform selling refurbished smartphones, tablets, and consoles with a buyback/trade-in model. Closest direct comparable to Grade Mobile's refurb-and-trade core, also serving UK consumers with circular-economy positioning.
• Swappie: European refurbished iPhone specialist with direct-to-consumer subscription-style purchase plans. Comparable business model with refurbished smartphone focus, stronger in continental Europe where Grade Mobile is expanding.
• Back Market: Europe's leading refurbished electronics marketplace with strong UK presence. Competes directly with Grade Mobile on certified-refurbished smartphones, warranties, and sustainability messaging at larger scale.
• Grover: Consumer electronics subscription/rental platform offering monthly device access with upgrade and return options. Closest pure-play peer to Grade Mobile's subscription/lease product, though Grover focuses more on enterprise and broader electronics categories.

Broad incumbents

• EE (BT Group): Host network operator for Grade Mobile's MVNO service and one of the UK's largest mobile carriers. Important indirect incumbent as both wholesale partner and potential competitor offering own subscription/upgrade plans.
• Apple Trade In: Apple's official trade-in and iPhone Upgrade Program competes with Grade Mobile on the subscription/upgrade proposition and on device trade-in. Represents a well-capitalised incumbent alternative for the same target customer.

Regional players

• Gazelle: US-focused refurbished smartphone reseller with trade-in and direct purchase. Operates the same refurbished-device + trade-in model as Grade Mobile but in a different geography.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat6 records

Key risks7 records

Key highlights7 records

Customer concentration

• Facebookfacebook.com/grademobile
• Instagraminstagram.com/grademobile
• TikToktiktok.com/@grademobile
• Xx.com/grade_mobile
• LinkedInlinkedin.com/company/grademobile

Compliance2 records

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 Grade Mobile