What MOI does

MOI (Moi Mobiili Oy) is a Finnish mobile virtual network operator (MVNO) headquartered in Helsinki, Finland. Founded in 2015, the company resells mobile connectivity services over its parent DNA's 4G and 5G network infrastructure, which covers over 99% of mainland Finland's population. MOI positions itself as a value-driven, customer-centric challenger brand, offering no-contract consumer and business mobile subscriptions with transparent pricing, an automatic price cap mechanism ("hintaleikkuri"), and a self-service mobile application (Mun Moi).

The consumer product portfolio comprises three 5G plans (Teho 5G 200 at €23/month, Nopea 5G 450 at €26/month, and Super 5G 1000 at €38/month) and two 4G plans (Kevyt 4G 50 at €15/month and Fiksu 4G 100 at €21/month), supplemented by an M2M/IoT line (Laitenetti at €6/month), eSIM capability, Mobiilivarmenne electronic identification, and integration with the S-Group Bonus loyalty programme. Business plans under the Moi Bisnes sub-brand range from €15 to €1,450 per month (excl. VAT), including pooled data, EU roaming allowances, and dedicated M2M/IoT offerings. MOI has been wholly owned by DNA since January 2019, operates with a lean team of 1-10 employees, and distributes through its own digital channels (moi.fi website and Mun Moi iOS/Android app) plus physical service points inside S-Group Prisma retail stores across Finland.

Revenue is generated primarily through monthly recurring subscription fees, supplemented by usage-based charges (€0.08/min domestic voice, €0.08/SMS, €2/GB additional data on entry plans, international and roaming fees). The go-to-market is product-led: customers self-onboard online or via app, with retail touchpoints providing customer service. MOI's value proposition centres on transparent pricing (no promotional discounts or contract lock-ins), the S-Bonus loyalty integration with millions of S-Group members, and consistently high customer satisfaction — Kantar Finland's September 2025 study (n=3029) found MOI customers to be the most satisfied in the Finnish telecom sector, with 82% rating MOI as excellent value for money.

Name

MOI

Legal name

Moi Mobiili Oy

Website

https://moi.fi

Company type

Private

Founded year

2015

Operating status

Operating

Headcount range

1–10 employees

Short description

MOI is a Finnish MVNO, wholly owned by DNA since 2019, offering no-contract consumer and business 4G/5G mobile subscriptions over DNA's nationwide network. It serves Finnish individuals, families, and SMBs through its website, Mun Moi app, and S-Group Prisma retail points.

Ownership category

akta.pro rank

Product category

Mobile Telecommunications (MVNO)

NAICS

Telecommunications Resellers (517121), Agents for Wireless Telecommunications Services (517122)

akta.pro primary industry

Consumer Mobile Network Operators (Retail MNOs) (HDAIAAAA)

Keywords

• Mobile virtual network operator
• Consumer mobile subscriptions
• Business mobile plans
• M2M IoT connectivity
• 5G mobile services

Headquarters

HQ city

Helsinki

HQ country

Finland

HQ region

Europe

Offices1 record

Markets served

GTM type

B2B and B2C

Offering type

Services

Cost components

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

Revenue model

1. Consumer Mobile Subscriptions: Monthly recurring subscription fees from consumer mobile plans (5G and 4G). Plans include Teho 5G 200 (23 EUR/mo), Nopea 5G 450 (26 EUR/mo), Super 5G 1000 (38 EUR/mo), Kevyt 4G 50 (15 EUR/mo), Fiksu 4G 100 (21 EUR/mo), and Laitenetti M2M (6 EUR/mo). All plans are no-contract, billed monthly. Revenue is supplemented by usage-based charges for voice, SMS, and additional data above plan limits.
2. Business Mobile Subscriptions: Monthly recurring fees from business mobile plans: Bisnes Laitenetti (325 EUR/mo), Moi Bisnes Potti (750 EUR/mo), Bisnes 4G (1450 EUR/mo), Reilu Bisnes 5G 400/1000 (15-22 EUR/mo and 28-35 EUR/mo respectively). Business plans include pooled data options and EU roaming allowances. Additional charges for voice, SMS, and extra data apply.
3. Usage-Based Charges: Voice calls (0.08 EUR/min domestic), SMS (0.08 EUR/pcs), MMS, additional data gigabytes (2 EUR/Gt for Kevyt 4G), international calling, and roaming fees provide incremental usage-based revenue on top of base subscription fees.

Pricing tiers

Go-to-market motion1 record

Distribution channels4 records

Marketing channels6 records

Core offering

MOI (Moi Mobiili Oy) is a Finnish mobile virtual network operator (MVNO) that resells consumer and business mobile subscriptions — 4G and 5G voice, SMS, and data plans, plus M2M/IoT SIM plans and an eSIM digital-SIM option — over DNA's nationwide 5G and 4G infrastructure. All plans are sold on a no-contract basis with transparent flat pricing, EU roaming included, and an automatic monthly price cap. The subscription business is supported by the Mun Moi self-service app, the Mobiilivarmenne mobile certificate, and the S-Group Bonus loyalty program.

Product overview

MOI (Moi Mobiili) is a Finnish mobile virtual network operator (MVNO) that resells mobile services powered by DNA's 5G and 4G network infrastructure. The consumer product portfolio consists of five core mobile subscription plans: three 5G plans (Teho 5G 200 at 23 €/kk, Nopea 5G 450 at 26 €/kk, and Super 5G 1000 at 38 €/kk) and two 4G plans (Kevyt 4G 50 at 15 €/kk with 8 Gt data, and Fiksu 4G 100 at 21 €/kk with unlimited data). An M2M plan called Laitenetti is also offered at 6 €/kk. All 5G plan buyers receive an Asiakasetu (customer benefit) that discounts additional 5G lines. Business plans are available under the Moi Bisnes sub-brand, including Bisnes Laitenetti, Moi Bisnes Potti (shared data pool), Bisnes 4G, and Reilu Bisnes 5G. Supplementary offerings include Moi eSIM (digital SIM), a Mobiilivarmenne (mobile certificate powered by DNA), the Mun Moi self-service app, and an S-ryhmän Bonus loyalty programme. No public API is offered.

Differentiator

Problem solved

Functional benefit

Brands

• Mun Moi: Customer self-service mobile app for managing subscriptions, tracking usage, and paying bills.

Products and services

• Teho 5G 200 Consumer 5G mobile subscription priced at €23/month, delivering up to 200 Mbit/s download speeds with unlimited domestic data and 37 Gt of EU data per month. Includes an automatic price cap on voice (€0.08/min domestic) and SMS (€0.08/piece) bills up to +€4/month. Purchasers receive the Asiakasetu benefit for discounted add-on 5G lines.
• Nopea 5G 450 Consumer 5G mobile subscription priced at €26/month with up to 450 Mbit/s download speeds, unlimited domestic data and 42 Gt of EU data per month. Voice/SMS overages capped at +€4/month. Eligible for the Asiakasetu multi-line discount when bundled with Teho 5G or Super 5G plans.
• Super 5G 1000 Top-tier consumer 5G mobile subscription at €38/month with up to 1,000 Mbit/s download speeds, unlimited domestic data and 61 Gt of EU data per month. Voice/SMS bills capped at +€4/month.
• Kevyt 4G 50 Entry-level consumer 4G mobile subscription priced at €15/month, offering up to 50 Mbit/s download speeds with 8 Gt of included data per month and 24 Gt of EU data. Additional data at €2/Gt (capped at +€12/month) and voice/SMS capped at +€4/month via the Hintaleikkuri.
• Fiksu 4G 100 Consumer 4G mobile subscription priced at €21/month, providing up to 100 Mbit/s download speeds with unlimited domestic data and 34 Gt of EU data per month. Voice/SMS billed with Hintaleikkuri cap at +€4/month.
• Laitenetti (Consumer M2M SIM) Consumer M2M/IoT SIM subscription at €6/month with 0.5 Mbit/s download and 10 Mbit/s upload, unlimited data, valid in Finland only. Incoming calls only, PIN-free SIM, designed for trail cameras and security cameras.
• Bisnes Laitenetti Business M2M/IoT SIM subscription at €325/month (excl. VAT) for uplink-heavy devices, with 0.5 Mbit/s download, 5 Mbit/s upload, and unlimited data valid in Finland only. Incoming calls only.
• Moi Bisnes Potti Business mobile subscription with shared/pooled data at €750/month (excl. VAT): 100 Mbit/s, 6 Gt pooled data across the company and 14 Gt of EU roaming. Additional data €1.25/Gb (capped at +€12.50/month). Voice/SMS capped at +€4/month.
• Bisnes 4G Business 4G subscription positioned as MOI's most popular business plan at €1,450/month (excl. VAT), offering 200 Mbit/s, unlimited data, and 27 Gt of EU roaming per month.
• Reilu Bisnes 5G Business 5G mobile subscription available in two tiers: 400 Mbit/s (40 Gt EU roaming) at €15–22/month (excl. VAT), and 1,000 Mbit/s (64 Gt EU roaming) at €28–35/month (excl. VAT). Unlimited domestic data on both 5G and 4G networks.
• MOI eSIM Digital eSIM embedded in compatible devices, available for all MOI subscription plans with no opening fee for consumer plans. Enables instant activation via QR code through the Mun Moi app without a physical SIM card and supports dual-SIM setups in compatible devices.
• Mobiilivarmenne (Mobile Certificate) Electronic-identification service delivered via DNA's mobile certificate infrastructure that enables secure online logins, payment verifications, and electronic contract signing using the SIM card PIN. Offered free to MOI customers (excluding Laitenetti subscriptions).

Quantifiable outcome

• 9.2/10 customer satisfaction score (May 2025)
• +2 more outcomes

Named customers3 records

Segments3 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

One partnership is on record.

• DNA (Finnish telecom network operator)coreTechnology or IntegrationMOI operates as an MVNO using DNA's nationwide 4G and 5G network infrastructure. DNA's network covers over 99% of the Finnish population. MOI has been 100% owned by DNA since January 2019. This network partnership is the foundational technology backbone of MOI's entire service offering, providing the physical connectivity for all MOI subscriptions including 5G plans up to 1000 Mbit/s.

Scale indicators7 records

Recent moves1 record

Direct peers

• Lebara: European MVNO operating across multiple countries via host-network agreements (including Vodafone). Comparable to MOI as a multi-country MVNO focused on transparent pricing for international and migrant customer segments.
• Lyca Mobile: Global MVNO group operating across 20+ European countries. Comparable to MOI because it sells low-cost, contract-free mobile plans over host networks with an emphasis on international calling and ethnic-migrant communities.
• Aldi Talk: German MVNO on Telefónica's network sold through Aldi Nord/Süd retail. Comparable to MOI due to discount positioning, retail-distribution-led acquisition, and transparent pre-paid-style pricing aimed at cost-conscious consumers.
• Simyo (KPN affiliate): Dutch MVNO on KPN's network known for transparent pricing, no-contract plans, and a digital self-service app. Closely comparable to MOI's positioning as a no-frills, no-contract MVNO with fully online account management.
• Mobile Vikings: Belgian MVNO on the Telenet/Base network, acquired by Telenet. Comparable to MOI as a digital-first, no-frills MVNO targeting young and price-sensitive users with self-service app-based account management.
• Tesco Mobile (UK): UK MVNO running on O2's network, distributed via Tesco's retail and Clubcard loyalty ecosystem. Highly comparable to MOI because it combines a discount MVNO model with a major retail/loyalty partnership and a self-service digital experience.

Broad incumbents

• Elisa Oyj: Finland's largest telecom operator with its own mobile network and a value sub-brand (Saunalahti). Directly comparable because Elisa competes head-to-head with MOI for Finnish mobile subscribers across consumer and SMB segments.
• 1&1 (United Internet / Drillisch): Germany's largest MVNO/reseller group (Drillisch brands including WinSIM, PremiumSIM, Yourfone). Comparable to MOI for operating a portfolio of discount MVNO brands on Telefonica's network with digital-led acquisition.
• Telia Finland: The third major Finnish MNO with nationwide 4G/5G coverage. Comparable because Telia competes for the same consumer and SMB mobile subscribers, including via promotional pricing on multi-line bundles that pressure MOI's transparent-pricing positioning.
• DNA: Parent company of MOI and one of Finland's three main MNOs. DNA is a direct comparable because it offers the same retail mobile subscriptions over the same network infrastructure that MOI resells; MOI essentially competes for the same value-conscious customers within the same corporate portfolio.

Market position

Strengths4 records

Weaknesses4 records

Competitive moat5 records

Key risks6 records

Key highlights7 records

Customer concentration

• Xx.com/moimobiili
• YouTubeyoutube.com/channel/UCxtbpc3IJsYoeKj-m7NHVCw
• Facebookfacebook.com/moimobiili
• Instagraminstagram.com/moimobiili

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 MOI