What Virgin Plus does

Virgin Plus is a Canadian consumer telecommunications provider and wholly-owned flanker brand of BCE Inc. (Bell Canada), headquartered in Toronto at 15 Asquith Avenue. Originally launched as Virgin Mobile Canada in 2005 as an MVNO targeting youth, the brand rebranded to Virgin Plus on July 20, 2021 to reflect an expanded multi-service positioning. It serves individual consumers, families, and value-conscious shoppers across all Canadian provinces and territories with postpaid and prepaid mobile plans (including 5G plans launched in March 2026 priced from $35–$55), residential internet available in Ontario and Quebec starting at $48/month, TV (with new sign-ups directed to Bell Fibe TV), and home phone service.

The company's core technology stack is a mobile virtual network operator operating on Bell's owned 5G infrastructure, with eSIM-based digital activation, a self-serve My Account app for billing, usage, and travel-pass purchases, and a dedicated My Benefits app for the Member Benefits rewards program. Device attach is supported by Sweet Pay 0% APR financing over 2-year terms, SuperTab upgrade mechanics, and a Certified Pre-Loved pre-owned device program. Distribution is multi-channel: Virgin Plus-owned retail, company website, toll-free phone sales, and exclusive in-store flash-sale partnerships with Wireless Wave, Best Buy, and Staples.

The revenue model is primarily recurring monthly subscription (mobile, internet) supplemented by hardware sales through device financing and trade-in, international travel-pass add-ons, and a data-monetization tail operated by Bell Mobility through targeted advertising. The Member Benefits program (branded Canada's #1 Telco rewards) and partnerships with brands such as Banana Republic, Jack & Jones, and Starbucks provide non-telco value exchange aimed at retaining price-sensitive subscribers. The competitive context is a tightly contested Canadian flanker-brand segment where Virgin Plus competes directly with Fido (Rogers) and Koodo (Telus), with active promotional price wars across all three carriers.

Name

Virgin Plus

Legal name

Virgin Plus

Website

https://virginplus.ca

Company type

Private

Founded year

2005

Operating status

Operating

Headcount range

251–500 employees

Short description

Virgin Plus is a Bell Canada-owned Canadian consumer telecom flanker brand offering postpaid and prepaid mobile (including 5G), internet, TV, and home phone, plus Member Benefits rewards, serving individual consumers, families, and value-conscious shoppers nationwide.

Ownership category

akta.pro rank

Headquarters

HQ city

Toronto

HQ country

Canada

HQ region

North America

Offices2 records

Markets served

GTM type

B2C

Offering type

Services

Cost components

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

Revenue model

1. Mobile Voice and Data Services: Monthly postpaid and prepaid wireless plans providing talk, text, and data services to individual consumers. Core recurring revenue from plan subscriptions.
2. Device Sales: Sale of smartphones including new, certified pre-loved, and refurbished devices. Revenue from device full prices and Sweet Pay financing arrangements.
3. Internet Services: Internet plans for existing members, plans starting from $48/month with promotional first-month free offer.
4. Add-on Features: Additional services including travel passes (US, Caribbean/Mexico, Asia, Europe, International), calling features, and data add-ons.
5. Tailored Marketing: Data monetization through targeted advertising program that uses browsing patterns, location, and usage data to deliver relevant ads, operated by Bell Mobility.

Pricing tiers

Go-to-market motion3 records

Distribution channels5 records

Marketing channels6 records

Core offering

Virgin Plus is a Canadian telecommunications provider operating as a flanker brand of BCE Inc. (Bell Canada) on Bell's 5G wireless network. The company sells postpaid and prepaid mobile phone plans with North American roaming, residential internet (Ontario and Quebec), TV services, and home phone to individual consumers across Canada. The offering is bundled with Member Benefits rewards, Sweet Pay 0% device financing, SmartCare device protection, Travel Passes for international roaming, Certified Pre-Loved pre-owned phones, and eSIM digital activation.

Product overview

Virgin Plus is a Canadian telecommunications provider (a flanker brand of Bell) that offers a multi-service platform including mobile plans, internet, TV, and home phone services. The core offering consists of postpaid and prepaid mobile plans with 5G data, talk, and text, complemented by residential internet (in Ontario and Quebec), TV services, and home phone. The product portfolio includes bundled add-on services such as Member Benefits (Canada's #1 Telco rewards program), SmartCare device protection, Travel Passes for international roaming, Sweet Pay device financing, Certified Pre-Loved pre-owned phones, eSIM activation, the My Account App for self-service account management, the My Benefits App for rewards access, SuperTab device financing, a Trade-in Program, and the Plus with Purpose CSR initiative. The company rebranded from Virgin Mobile to Virgin Plus in July 2021, reflecting its expansion beyond mobile to encompass internet, TV, and bundled services.

Differentiator

Problem solved

Functional benefit

Products and services

• Virgin Plus Mobile (postpaid and prepaid plans) Postpaid and prepaid mobile phone plans providing 5G data, talk, and text on Bell's network, including Canada-US-Mexico roaming plans ranging from $40/20GB to $55/100GB. Targeted at Canadian consumers seeking affordable wireless service.
• Virgin Plus Internet Residential internet service available in Ontario and Quebec, with plans starting from $48/month, provisioned over Bell's pure fibre network. New Internet Members receive one month free. Targeted at existing Virgin Plus Members seeking bundled connectivity.
• Virgin Plus TV Live and on-demand television content available to Virgin Plus Members. Existing Members can manage Virgin TV services, though new activations are redirected to Bell Fibe TV.
• Virgin Plus Home Phone Residential home phone service offered as part of Virgin Plus's bundled telecommunications offerings for existing Members.
• SmartCare Device Protection Phone protection and warranty program offering repair and replacement services for Virgin Plus devices, available to Members as a separate add-on subscription.
• Travel Passes (Roam Sweet Roam) Affordable international roaming add-on bundles available in 3, 7, 14, or 30-day options covering the US, Caribbean, Mexico, Asia, Europe, and other international destinations. Purchasable separately by Members traveling abroad.
• Sweet Pay Device Financing 0% APR device financing program on phones over a 2-year term with eligible plans, allowing customers to take home devices like the iPhone 17 for $0 down. A standalone financing product bundled with mobile plan subscriptions.
• Certified Pre-Loved Phones Pre-owned smartphone program offering 'like-new', 'very good', or 'good' condition phones (e.g., Samsung Galaxy S24) at discounted prices, with Sweet Pay financing options available.

Quantifiable outcome

• 91% of customers would recommend Virgin Mobile to a friend (2007 survey)
• +1 more outcomes

Segments4 records

Ideal customer profiles4 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Feature5 records

Partnerships

Ten partnerships are on record, tiered core and minor.

• TwiliocoreTechnology or Integration · 24 March 2026Twilio provides cloud communications infrastructure enabling Virgin Plus messaging capabilities. Twilio is the only CPaaS provider with direct 10DLC and toll-free connections across all major carriers in the US and Canada, including Bell and Virgin Plus. This enables improved messaging reliability and throughput.
• Bell (Parent Company)coreOthersVirgin Plus operates as a flanker brand owned by BCE (Bell Canada). Bell provides the underlying 5G network infrastructure, internet services (Bell Internet, Bell MTS, Bell Aliant), and TV services (Bell Fibe TV). Virgin Plus refers customers to Bell for internet and TV services not available directly.
• Member Benefits Partners (Banana Republic, Jack & Jones, Starbucks)minorGTM or Marketing PartnerVirgin Plus Member Benefits program includes exclusive offers from partner brands in fashion (Banana Republic, Jack & Jones), food (Starbucks), entertainment, and travel. Members receive discounts and VIP access.
• Best BuyminorChannel Partner/ Reseller/ DistributorBest Buy serves as retail distribution channel for Virgin Plus plans, particularly flash sales. Best Buy Express stores across Canada offer Virgin Plus services alongside devices.
• Wireless WaveminorChannel Partner/ Reseller/ DistributorWireless Wave retail stores serve as exclusive in-store distribution channel for flash sale plans. One of the few retailers authorized to offer limited-time promotional offers.
• StaplesminorChannel Partner/ Reseller/ DistributorStaples retail locations serve as authorized distribution channel for Virgin Plus promotional plans.
• Calgary StampedeminorStrategic or Co-development PartnerOngoing partnership for the Virgin Mobile Stampede Concert Series at Calgary Stampede. Features country and rock music performers. Virgin Mobile has sponsored concerts since 2007.
• Virgin UniteminorStrategic or Co-development PartnerVirgin Unite is the independent charitable arm of the Virgin Group. Virgin Mobile Canada participates in fundraising through Virgin Festival events and the RE*Generation program supporting underprivileged youth. 100% of donations go to frontline programs.
• Emerge EntertainmentminorStrategic or Co-development PartnerConcert production company that partnered with Virgin Mobile to produce Virgin Festival events in Toronto, Vancouver, and Calgary since 2006.
• Lucky MobileminorOthersLucky Mobile is another Bell-owned brand. The Virgin Plus retail jobs page cross-promotes opportunities at Lucky Mobile as part of the Bell family of brands.

Scale indicators4 records

Recent moves5 records

Expansion highlights5 records

Broad incumbents

• Rogers Communications: Rogers is the parent of Fido and Chatr and operates Rogers Wireless as the flagship brand, providing direct competitive context for Virgin Plus's parent-backed flanker brand strategy.
• TELUS: TELUS is the parent of Koodo and Public Mobile and operates its flagship TELUS Mobility brand. It is one of the three major integrated Canadian wireless carriers whose pricing actions Virgin Plus must match.
• Bell Canada: Bell is the parent company of Virgin Plus and operates the flagship Bell Mobility, Bell Internet, and Bell Fibe TV brands on the same network infrastructure. As the host network and owner, Bell sets wholesale terms and strategic priorities for Virgin Plus.

Direct peers

• Fido: Fido is Rogers Communications' flanker wireless brand in Canada, offering mobile plans at directly comparable price points (e.g., $35/80GB Canada-US-Mexico promo) and targeting the same value-conscious consumer segment as Virgin Plus.
• Koodo Mobile: Koodo is Telus's flanker wireless brand in Canada with identical promotional pricing structures to Virgin Plus (e.g., $35/80GB Canada-US-Mexico plans). It serves the same youth- and value-oriented customer base through similar retail and online channels.
• Lucky Mobile: Lucky Mobile is a Bell-owned prepaid flanker brand and a sibling brand to Virgin Plus, sharing Bell's network infrastructure and retail partners (Best Buy Express) while targeting a lower price tier.
• Public Mobile: Public Mobile is a Telus-owned online-first wireless brand offering prepaid and postpaid plans with a digital-only operating model, directly comparable to Virgin Plus's BYOD and self-serve eSIM flows.
• Chatr Mobile: Chatr is Rogers's lower-tier prepaid and postpaid flanker brand, competing with Virgin Plus's prepaid offerings in the budget-conscious segment of the Canadian wireless market.

Emerging players

• Freedom Mobile: Freedom Mobile operates its own wireless network and competes with Virgin Plus in the value-conscious segment, particularly in Ontario, Alberta, and British Columbia. It is a structural alternative to flanker MVNOs.

Regional players

• SaskTel: SaskTel is the provincial Crown corporation wireless carrier in Saskatchewan, where it competes with Virgin Plus in a single-province market with its own retail and network footprint.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat4 records

Key risks6 records

Key highlights7 records

Customer concentration

• Xx.com/virginplus
• YouTubeyoutube.com/virginplus
• Facebookfacebook.com/virginplus
• LinkedInlinkedin.com/company/virginplus
• Instagraminstagram.com/virginplus

Revenue estimate

Valuation estimate

Number of profiles

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 Virgin Plus