Vimla
Vimla is a Swedish consumer MVNO and Telenor Sverige sub-brand offering fully digital mobile subscriptions (regular, student, 55+, under-18) on Telenor's 4G/5G network, with permanent data rollover, referral discounts, and four-time SKI customer satisfaction leadership.
- Company typePrivate
- Founded2014
- HeadquartersSolna, Sweden
- Headcount11–50
- GTM typeB2C
- OfferingServices
What Vimla does
Vimla is a Swedish mobile virtual network operator (MVNO) headquartered in Solna, Sweden, founded in 2014 and operating as a sub-brand within Telenor Sverige. It provides consumer mobile subscription services (voice, SMS, and data) using Telenor's 4G and 5G network infrastructure, which covers 99.9% of Sweden's population, while running a fully digital, app-led operation with no physical retail stores. The product portfolio is segmented into four subscription variants — regular, student, 55+, and under-18 — each with tiered data allowances ranging from 0.5 GB to 200 GB, plus family aggregations, prepaid SIMs, eSIM, and roaming. Differentiated features include permanent data rollover (spara surf), a default security filter (Surfsäker), zero binding periods, and a referral discount program (tipsrabatt) that can reduce monthly cost to zero.
Vimla's business model is subscription-based B2C with monthly recurring fees priced in SEK, aggressive promotional pricing (20 SEK/month for the first three months), and double-data bonuses valid for 24 months. Customer acquisition is product-led and digital, relying on the website, iOS and Android apps, Trustpilot social proof, content marketing, and a viral referral loop, with supplementary distribution through a Renewed partnership selling refurbished smartphones bundled with subscriptions and Klarna installment payments. The company has held the Svenskt Kvalitetsindex (SKI) award for Sweden's most satisfied mobile customers for four consecutive years (2022-2025), which functions as its primary brand asset.
Strategically, Vimla operates within a narrow scope: single-country, consumer-only, and fully dependent on its parent Telenor Sverige for network access and likely for back-office and regulatory functions. Strategic moves in 2024-2026 have been incremental — hardware bundling (Renewed), security features (Surfsäker), handset co-marketing (Samsung Galaxy S26), and enhanced roaming — rather than transformational. No funding rounds, M&A, geographic expansion beyond Sweden, or leadership changes are disclosed, and revenue is not publicly reported, indicating a mature, steady-state MVNO inside a larger telecom group rather than an independent high-growth startup.
Vimla firmographics
Firmographics- Name
- Vimla
- Legal name
- Vimla
- Website
- https://vimla.se
- Company type
- Private
- Founded year
- 2014
- Operating status
- Operating
- Headcount range
- 11–50 employees
- Short description
- Vimla is a Swedish consumer MVNO and Telenor Sverige sub-brand offering fully digital mobile subscriptions (regular, student, 55+, under-18) on Telenor's 4G/5G network, with permanent data rollover, referral discounts, and four-time SKI customer satisfaction leadership.
- Ownership category
- akta.pro rank
Vimla industry classification
Industry- Product category
- Mobile Telecommunications Services
- NAICS
- Wired and Wireless Telecommunications Carriers (except Satellite) (51711)
- SIC
- Radiotelephone Communications (4812)
- akta.pro primary industry
- Mobile Virtual Network Enablers & Full MVNO Operators (HDAIAAAC)
Keywords
Where Vimla is headquartered
LocationHeadquarters
- HQ city
- Solna
- HQ country
- Sweden
- HQ region
- Europe
Markets served
Vimla business model
Business model- GTM type
- B2C
- Offering type
- Services
- Cost components
- Technology or R&D, Infrastructure, Personnel, Marketing or Sales, Operations
Revenue model
- Mobile Subscription Fees: Recurring monthly subscription fees for mobile service. Customers choose from data tiers ranging from 0.5 GB to 200 GB. All plans include unlimited calls and SMS within Sweden. Revenue is subscription-based with promotional pricing for first 3 months (20 kr/month), then regular pricing applies.
Pricing tiers
| Model | Billing | Price |
|---|---|---|
| Subscription | Monthly | 10 GB Plan - Basic everyday mobile data |
| Subscription | Monthly | 30 GB Plan - Streaming and app usage |
| Subscription | Monthly | 50 GB Plan - Daily web surfing |
| Subscription | Monthly | 200 GB Plan - Heavy streaming and gaming |
| Subscription | Monthly | Student 20 GB Plan |
| Subscription | Monthly | Student 40 GB Plan |
| Subscription | Monthly | Student 80 GB Plan |
| Subscription | Monthly | Student 160 GB Plan |
| Subscription | Monthly | 55+ 1 GB Plan - Light usage |
| Subscription | Monthly | 55+ 8 GB Plan - Social media and email |
| Subscription | Monthly | 55+ 15 GB Plan |
| Subscription | Monthly | 55+ 25 GB Plan |
| Subscription | Monthly | 55+ 50 GB Plan - Video streaming |
| Subscription | Monthly | Under 18 - 2 GB Plan - First phone |
| Subscription | Monthly | Under 18 - 5 GB Plan - Young scroller |
| Subscription | Monthly | Under 18 - 10 GB Plan - Social media |
| Subscription | Monthly | Under 18 - 20 GB Plan - Daily online |
| Subscription | Monthly | Under 18 - 50 GB Plan - Heavy streaming |
| Subscription | Monthly | Family Additional Adult |
| Subscription | Monthly | Family Additional Child |
Go-to-market motion1 record
Distribution channels3 records
Marketing channels5 records
Vimla product offering
Product offeringCore offering
Vimla is a Swedish mobile virtual network operator (MVNO) that sells mobile telephony subscriptions (voice, SMS, and mobile data) running on Telenor Sverige's 4G and 5G network infrastructure. It offers regular, student, senior (55+), and under-18 subscription variants, all with zero binding time, permanent data rollover, and Surfsäker security filtering. Complementary offerings include family aggregation plans, second-hand phones via Renewed, eSIM, number porting, referral discounts, and EU/EEA/UK roaming.
Product overview
Vimla is a Swedish mobile virtual network operator (MVNO) that operates as a fully digital service provider, offering mobile subscriptions as its core product. The company provides four main subscription variants: regular mobile subscriptions, student subscriptions, senior subscriptions (55+), and child subscriptions (under 18), all utilizing Telenor's 4G and 5G network infrastructure. Vimla differentiates itself through no-binding-time policies, permanent data rollover (sparad surf), and competitive promotional pricing. The product portfolio extends beyond core subscriptions to include family plans with referral-based discounts, second-hand smartphone sales through a Renewed partnership, eSIM digital cards, and roaming services. All subscriptions include the Surfsäker security feature and access to Vimla's mobile app for account management.
Differentiator
Problem solved
Functional benefit
Products and services
- Mobilabonnemang (Mobile Subscriptions) Primary mobile subscription product offering voice, SMS, and data plans (0.5 GB to 200 GB) with no binding period, unlimited calls/SMS within Sweden, and permanent data rollover on Telenor's 4G/5G network. Available to Swedish consumers.
- Studentabonnemang (Student Subscriptions) Discounted mobile subscription tier for students with reduced prices on data plans ranging from 20 GB to 160 GB per month, with promotional pricing of 20 kr/month for the first 3 months.
- 55+ Abonnemang (Senior Subscriptions) Mobile subscription designed for seniors and pensioners over 55 years old, offering lower data allowances (1 GB to 50 GB) at reduced monthly prices emphasizing value over high data limits.
- Under 18 Abonnemang (Child Subscriptions) Mobile subscription for children and teenagers under 18 with appropriately sized data plans (2 GB to 50 GB) and pricing suitable for younger users.
- Familjeabonnemang (Family Subscriptions) Family subscription plan allowing users to add multiple members (adults from 100 kr/month, children from 80 kr/month) with individual numbers and data allowances. Each new subscription generates 20 kr/month in tipsrabatt referral discount.
- Begagnade Mobiler (Second-hand Phones via Renewed) Pre-owned smartphones sold through partnership with Renewed, offering factory-restored iPhones and Samsung devices at approximately 50% the cost of new phones. All devices include 24-month warranty and 14-day return policy.
- eSIM Digital SIM card option allowing customers to download SIM credentials directly after ordering without waiting for physical card delivery. Requires a relatively newer phone model.
- Nummerflytt (Number Porting) Service enabling customers to transfer their existing phone number to Vimla. Process takes 5 business days, with automatic cancellation of the previous subscription upon successful transfer.
- Tipsrabatt (Referral Discount Program) Referral program where both referrer and new customer receive 10 kr/month discount on their subscriptions. Discount accumulates with multiple referrals, potentially reducing monthly cost to zero.
- Roaming (International) International roaming service with free usage within EU/EEA and UK (up to 33 GB/month), and paid roaming options for non-EU countries including Turkey, USA, Canada, Mexico, and Serbia.
- Kontantkort (Prepaid SIM) Prepaid SIM card option available for customers who prefer to pay in advance rather than commit to a monthly subscription.
Quantifiable outcome
- Satisfied customers ranking - Vimla has won SKI award for 4 consecutive years (2022-2025)
Companies that use Vimla
Customer profileSegments5 records
Ideal customer profiles5 records
Vimla technology and API
TechnologyTechnology focussed No
API detail
- Has API
- No
- API docs
- API detail
Core technology
AI maturity
App detail
Integration3 records
Feature3 records
Vimla partnerships and signals
Strategic signalPartnerships
Four partnerships are on record, tiered core and minor.
- Telenor SverigecoreVimla operates as an MVNO (Mobile Virtual Network Operator) using Telenor Sveriges network infrastructure. This includes access to Telenor's 5G and 4G networks covering 99.9% of Sweden's population. Vimla is part of Telenor Sverige, allowing them to offer premium network quality at competitive prices.
- RenewedcoreRenewed is a Swedish company selling refurbished mobile phones. Vimla partners with Renewed to offer second-hand phones bundled with mobile subscriptions. Renewed provides professional restoration, data wiping, quality control, and 24-month warranty on all phones. The partnership supports Vimla's sustainability initiatives.
- KlarnaminorPayment provider for second-hand phone purchases through Renewed. Customers can pay full amount or split payments over 3, 6, or 12 months for phone purchases.
- SudiominorSudio provides free earphones (Sudio N3 Pro, Midnight Navy valued at 749 kr) as a promotional gift when customers purchase a second-hand phone from Renewed with a Vimla subscription.
Scale indicators2 records
Recent moves6 records
Expansion highlights5 records
Vimla competitors and assessment
Company assessmentDirect peers
- Fello: Fello is Telia's Swedish mobile subscription brand focused on simple, affordable plans aimed at older users and value shoppers. It is a direct competitive peer to Vimla in the senior and value-oriented segments of the Swedish MVNO market.
- Comviq: Comviq is Tele2's Swedish budget/MVNO-style brand offering prepaid and subscription mobile plans targeted at price-conscious consumers. It competes with Vimla in the same digital, no-binding mobile subscription niche in Sweden.
- Hallon: Hallon is a Swedish budget MVNO brand owned by Telenor Sverige — Vimla's direct sibling brand. Both target price-sensitive Swedish consumers with digital-first, no-binding subscriptions on Telenor's network, making them the closest head-to-head comparable despite shared ownership.
Emerging players
- Google Fi: Google Fi is a US digital MVNO leveraging partner carrier networks with app-based self-service and multi-line family plans. Its MVNO-on-partner-network model with strong digital UX is comparable to Vimla, though in a different geography.
- Mint Mobile: Mint Mobile is a US MVNO that disrupted the market with digital-first, no-binding, multi-month subscription mobile plans sold online and via app — directly mirroring Vimla's go-to-market approach, and an emerging-player comparable on business model rather than geography.
Broad incumbents
- Tre Sverige (Three): Tre (Three) is a Swedish mobile network operator competing across consumer postpaid and prepaid segments. As a fully-fledged MNO with overlapping consumer offerings, it is a broad-incumbent peer to Vimla.
- Tele2 Sverige: Tele2 is a major Swedish MNO operating its own 4G/5G network and several sub-brands including Comviq. As both a network owner and a parent of a budget sub-brand directly competing with Vimla, it is a core incumbent peer.
- Telia Sverige: Telia is Sweden's incumbent telecoms operator with its own mobile network and the Fello budget sub-brand. It competes directly with Vimla in the consumer mobile subscription market across all segments.
Regional players
- Lyca Mobile Group: Lyca Mobile is a UK-headquartered MVNO group offering prepaid mobile services across many European markets including Sweden. As an international MVNO operating in Sweden on a partner MNO's network, it is a regional peer with comparable business model to Vimla.
- Lebara: Lebara is a European MVNO group (now part of Liberty Latin America / Vodafone) focused on migrant and international calling segments, with operations including Sweden. Its prepaid, low-cost digital subscription model overlaps with Vimla's value proposition.
Market position
Strengths5 records
Weaknesses5 records
Competitive moat4 records
Key risks6 records
Key highlights7 records
Customer concentration
Vimla social profiles
Digital presenceVimla financial estimates
Financial estimateRevenue estimate
Valuation estimate
Vimla leadership team
Management profileNumber of profiles
Profiles1 record
Vimla funding detail
Funding detailFunding overview
Funding rounds
Investors
Funding detail is available on the Subscription and Enterprise plan.Contact sales →
Vimla M&A and investment
M&A and investmentM&A
Investments
M&A and investment is available on the Subscription and Enterprise plan.Contact sales →
Frequently asked questions about Vimla
What does Vimla do?
Vimla is a Swedish mobile virtual network operator (MVNO) that sells mobile telephony subscriptions (voice, SMS, and mobile data) running on Telenor Sverige's 4G and 5G network infrastructure. It offers regular, student, senior (55+), and under-18 subscription variants, all with zero binding time, permanent data rollover, and Surfsäker security filtering. Complementary offerings include family aggregation plans, second-hand phones via Renewed, eSIM, number porting, referral discounts, and EU/EEA/UK roaming.
Is Vimla a public or private company?
Vimla is a private company. It is classified as corporate owned and is currently operating.
When was Vimla founded?
Vimla was founded in 2014. It employs 11 to 50 people.
Where is Vimla based?
Vimla is headquartered in Solna, Sweden, in the Europe region.
How does Vimla make money?
One revenue line is on record: mobile Subscription Fees.
Who are Vimla's main competitors?
Direct peers on record are Fello, Comviq and Hallon. Emerging players are Google Fi and Mint Mobile. Broad incumbents are Tre Sverige (Three), Tele2 Sverige and Telia Sverige. Regional players are Lyca Mobile Group and Lebara.
Does Vimla have an API?
No public API is recorded for Vimla.
What industry is Vimla in?
Vimla's product category is Mobile Telecommunications Services. Its primary akta.pro industry code is HDAIAAAC, Mobile Virtual Network Enablers & Full MVNO Operators. Its NAICS code is 51711 and its SIC code is 4812.