Rebel Internet
Rebel Internet is a London-based challenger ISP offering UK residential fibre broadband (up to 1 Gbps), Plume-powered mesh Wi-Fi SuperPods, and VoIP home phone via Openreach and CityFibre wholesale networks.
- Company typePrivate
- Founded-
- HeadquartersLondon, United Kingdom
- Headcount11–50
- GTM typeB2C
- OfferingServices
What Rebel Internet does
Rebel Internet (legally Rebel Broadband UK Limited) is a UK-based residential Internet Service Provider founded in 2023 and headquartered in London. The company delivers fibre broadband (FTTC up to 80 Mbps; FTTP up to 1 Gbps), mesh Wi-Fi via proprietary tri-band SuperPods, and a VoIP home phone service to UK households across 29 million serviceable premises. Service is delivered on wholesale infrastructure from Openreach (primary) and CityFibre (secondary), with in-home Wi-Fi management powered by Plume's HomePass cloud platform accessed through a white-labelled mobile app.
Rebel's product stack is built around three monthly subscription lines: Rebel Broadband (priced £35–£55/month by speed tier), Rebel Wi-Fi SuperPods (£5/month per pod for whole-home mesh coverage), and Rebel Home Phone (£10/month with unlimited UK calls). All equipment (Heights Wi-Fi 6 router, SuperPods) is loaned to subscribers rather than sold, embedding customers in a recurring rental-and-service relationship. The company deliberately offers flexible 1-, 12-, and 24-month contracts, with no CPI+ mid-contract price increases—a structural departure from UK legacy ISP pricing norms.
Rebel operates a pure direct-to-consumer go-to-market motion: customers check availability, order, and manage accounts online via discovery.rebelinternet.uk and my.rebelinternet.uk, with UK-based support reachable by chat, email, phone, and text. Marketing is digital-first, leveraging content (blog/knowledge hub), organic social across Facebook, Instagram, Twitter, LinkedIn, and Reddit, a referral programme, and earned Trustpilot reviews (4.7/5). There are no disclosed funding rounds, institutional investors, or parent company; the entity appears independently owned with 11–50 employees.
Rebel Internet firmographics
Firmographics- Name
- Rebel Internet
- Legal name
- Rebel Broadband UK Limited
- Website
- https://rebelinternet.uk
- Company type
- Private
- Operating status
- Operating
- Headcount range
- 11–50 employees
- Short description
- Rebel Internet is a London-based challenger ISP offering UK residential fibre broadband (up to 1 Gbps), Plume-powered mesh Wi-Fi SuperPods, and VoIP home phone via Openreach and CityFibre wholesale networks.
- Ownership category
- akta.pro rank
Rebel Internet industry classification
Industry- Product category
- Residential Broadband Services
- NAICS
- Wired and Wireless Telecommunications Carriers (except Satellite) (51711)
- akta.pro primary industry
- DSL Broadband Providers (xDSL) (HDAIABAD)
Keywords
Where Rebel Internet is headquartered
LocationHeadquarters
- HQ city
- London
- HQ country
- United Kingdom
- HQ region
- Europe
Offices1 record
Markets served
Rebel Internet business model
Business model- GTM type
- B2C
- Offering type
- Services
- Cost components
- Technology or R&D, Infrastructure, Personnel, Marketing or Sales, Operations
Revenue model
- Broadband Subscription: Monthly recurring subscription for fibre broadband services with speeds up to 1Gbps. Customers pay a fixed monthly fee with no CPI+ price increases. Contract terms of 24, 12, or 1 month available with associated setup fees.
- Wi-Fi SuperPods: Monthly subscription add-on at £5 per SuperPod per month for extended Wi-Fi coverage in larger homes. Equipment is loaned to customers during the service agreement.
- Home Phone: VoIP home phone service at £10/month including unlimited calls to UK landlines and mobiles. Uses the existing broadband connection.
Pricing tiers
| Model | Billing | Price |
|---|---|---|
| Subscription | Monthly | Rebel Fibre (FTTC) up to 80 Mbps broadband |
| Subscription | Monthly | Rebel 115 (FTTP) up to 115 Mbps broadband |
| Subscription | Monthly | Rebel 330 (FTTP) up to 330 Mbps broadband |
| Subscription | Monthly | Rebel 1000 (FTTP) up to 1 Gbps broadband |
| Subscription | Monthly | Wi-Fi SuperPods mesh extenders |
| Subscription | Monthly | Rebel Home Phone VoIP service |
Go-to-market motion1 record
Distribution channels3 records
Marketing channels5 records
Rebel Internet product offering
Product offeringCore offering
Rebel Internet is a UK residential Internet Service Provider that sells fibre broadband (FTTC up to 80 Mbps and FTTP up to 1 Gbps) delivered over Openreach and CityFibre infrastructure, bundled with tri-band mesh Wi-Fi SuperPods managed through the cloud-powered Plume HomePass platform, and an optional VoIP home phone service. It positions itself as a challenger brand offering transparent pricing, no mid-contract price increases, and flexible 1-, 12-, or 24-month contracts to UK households.
Product overview
Rebel Internet is a UK-based Internet Service Provider offering a unified home connectivity portfolio consisting of three core products: Rebel Broadband (the primary fibre internet service), Rebel Wi-Fi (mesh SuperPod system for extended coverage), and Rebel Home Phone (VoIP phone service). The products are designed to work together as an integrated system where the Rebel Broadband service provides the internet connection via Openreach infrastructure, the SuperPods extend Wi-Fi coverage throughout the home and are managed via the Plume HomePass mobile app, and the Home Phone connects through the router. Customers can purchase broadband standalone or bundle with Wi-Fi SuperPods and Home Phone add-ons.
Differentiator
Problem solved
Functional benefit
Products and services
- Rebel Broadband Fibre broadband internet service for UK residential households, delivered over Openreach (FTTC/FTTP) and CityFibre networks with speed tiers from 80 Mbps to 1 Gbps and a Heights Wi-Fi 6 router included as standard equipment.
- Rebel Wi-Fi (SuperPods) Mesh Wi-Fi system of tri-band SuperPods (2.4GHz, 5GHz 2x2 MIMO, 5GHz 4x4 MU-MIMO, AC3000) that extend coverage and eliminate dead spots in UK homes, sold as an add-on to Rebel Broadband at £5 per SuperPod per month.
- Rebel Home Phone VoIP home phone service for UK residential customers that connects an existing handset through the Rebel router, priced at £10/month with unlimited calls to UK landlines and mobiles.
Quantifiable outcome
- Speeds up to 1Gbps available in full-fibre areas
- +2 more outcomes
Companies that use Rebel Internet
Customer profileNamed customers3 records
Segments1 record
Ideal customer profiles1 record
Rebel Internet technology and API
TechnologyTechnology focussed Yes
API detail
- Has API
- No
- API docs
- API detail
Core technology
AI maturity
App detail
Integration1 record
Feature6 records
Rebel Internet partnerships and signals
Strategic signalPartnerships
Four partnerships are on record, tiered core, secondary and supporting.
- OpenreachcorePrimary network infrastructure partner providing FTTP and FTTC broadband connectivity. Openreach engineers perform line installations and maintenance. Rebel's full-fibre and fibre broadband services run over the Openreach network covering millions of UK premises.
- CityFibresecondaryAlternative full-fibre network provider in areas not served by Openreach. In CityFibre-served areas, Rebel offers Rebel 550 and Rebel 1Gb packages.
- Plume (HomePass)coreSoftware platform provider for the cloud-powered Wi-Fi management system, mobile app, parental controls, security features (Guard), and network optimization. Plume's OpenSync technology enables Rebel's mesh Wi-Fi solution.
- GoCardlesssupportingPayment processing partner for Direct Debit collection via Open Banking. Rebel's billing system uses GoCardless for monthly payment collection.
Scale indicators3 records
Recent moves6 records
Expansion highlights5 records
Rebel Internet competitors and assessment
Company assessmentEmerging players
- eero (Amazon): Mesh Wi-Fi system provider competing in the same whole-home Wi-Fi category as Rebel's SuperPods. Comparable as a mesh networking hardware/software platform that ISPs and consumers buy to solve the same dead-spot and coverage problems Rebel addresses through its Plume-based service.
Broad incumbents
- Virgin Media: Major UK broadband ISP operating its own cable/fibre network, offering speeds up to 1Gbps with bundled TV and phone. Comparable as a scaled UK residential broadband competitor in the same speed and pricing tiers Rebel targets.
- TalkTalk: Major UK broadband ISP serving millions of residential customers over Openreach FTTC/FTTP. Comparable as a large-scale Openreach-based UK broadband provider competing in the same mass-market consumer segment Rebel targets.
- Sky Broadband: One of the largest UK residential broadband ISPs, primarily delivered over Openreach. Comparable as a mainstream UK consumer broadband provider with bundled TV content offerings that Rebel does not currently match.
- BT Broadband: UK incumbent broadband provider and owner of Openreach, the wholesale network Rebel relies on. Comparable as the dominant legacy UK ISP against which Rebel's challenger branding is positioned; offers broadband plus converged TV/mobile bundles.
Direct peers
- Zen Internet: Long-established UK independent ISP offering residential and business broadband over Openreach and CityFibre networks. Comparable as a non-incumbent UK ISP competing on service quality, transparent pricing, and customer support rather than scale or bundled TV/mobile.
- Hyperoptic: UK challenger fibre broadband ISP delivering FTTP to residential customers in urban areas. Directly comparable as an independent, full-fibre-focused UK ISP competing on speed and customer experience versus legacy providers.
- Plusnet: UK residential broadband ISP operating over the Openreach network, known for value pricing and customer service reputation. Comparable as a fixed-line UK broadband provider targeting mainstream residential households with subscription-based pricing.
- Community Fibre: London-focused FTTP challenger ISP offering residential broadband on its own full-fibre network. Directly comparable challenger positioning to Rebel in the same metro and suburban UK markets, with similar product structure (broadband plus optional add-ons).
Others
- Plume HomePass: Cloud-managed Wi-Fi platform provider powering Rebel's SuperPods and HomePass app. Comparable as the underlying technology partner / SaaS vendor enabling Rebel's differentiated cloud-optimized Wi-Fi experience; also supplies similar capabilities to competing ISPs globally.
Market position
Strengths5 records
Weaknesses5 records
Competitive moat4 records
Key risks6 records
Key highlights6 records
Customer concentration
Rebel Internet social profiles
Digital presenceRebel Internet financial estimates
Financial estimateRevenue estimate
Valuation estimate
Rebel Internet leadership team
Management profileNumber of profiles
Profiles2 records
Rebel Internet funding detail
Funding detailFunding overview
Funding rounds
Investors
Funding detail is available on the Subscription and Enterprise plan.Contact sales →
Rebel Internet 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 Rebel Internet
What does Rebel Internet do?
Rebel Internet is a UK residential Internet Service Provider that sells fibre broadband (FTTC up to 80 Mbps and FTTP up to 1 Gbps) delivered over Openreach and CityFibre infrastructure, bundled with tri-band mesh Wi-Fi SuperPods managed through the cloud-powered Plume HomePass platform, and an optional VoIP home phone service. It positions itself as a challenger brand offering transparent pricing, no mid-contract price increases, and flexible 1-, 12-, or 24-month contracts to UK households.
Is Rebel Internet a public or private company?
Rebel Internet is a private company. It is classified as founder individual operated bootstrapped and is currently operating.
When was Rebel Internet founded?
Rebel Internet was founded in -1. It employs 11 to 50 people.
Where is Rebel Internet based?
Rebel Internet is headquartered in London, United Kingdom, in the Europe region.
How does Rebel Internet make money?
Three revenue lines are on record. Broadband Subscription is the primary driver. The others are wi-Fi SuperPods and home Phone.
Who are Rebel Internet's main competitors?
eero (Amazon) is listed as an emerging player. Broad incumbents are Virgin Media, TalkTalk, Sky Broadband and BT Broadband. Direct peers are Zen Internet, Hyperoptic, Plusnet and Community Fibre. Plume HomePass is listed as an others.
Does Rebel Internet have an API?
No public API is recorded for Rebel Internet.
What industry is Rebel Internet in?
Rebel Internet's product category is Residential Broadband Services. Its primary akta.pro industry code is HDAIABAD, DSL Broadband Providers (xDSL). Its NAICS code is 51711.