# amaysim

> amaysim is an Australian mobile provider that spent a decade undercutting the country's big telcos with no-contract, SIM-only plans sold entirely online. Built by a team of European MVNO veterans and one Australian telco executive in 2010, it rode the Optus network to become Australia's largest independent mobile virtual network operator - until Optus, the wholesale supplier it depended on, paid A$250 million to own it in 2021. Today it sells prepaid mobile, home internet and devices to more than 1.5 million customers under the promise baked into its name: keep things amazingly simple.

- **Founded:** 2010
- **Headquarters:** Sydney, Australia
- **Founders:** Peter O'Connell (Co-founder / former CEO), Rolf Hansen (Co-founder), Christian Magel (Co-founder), Thomas Enge (Co-founder), Andreas Perreiter (Co-founder)
- **Team size:** Approximately 130-290 employees
- **Products:** Prepaid mobile plans, eSIM, 5G plans, NBN home internet, Mobile devices
- **Notable:** Became Australia's largest independent mobile virtual network operator (MVNO)., Floated on the ASX in July 2015 after starting from scratch in 2010., Acquired by Optus for A$250 million in February 2021.

## Products & services

- **Prepaid mobile plans** — No-lock-in SIM-only prepaid plans on the Optus network with unlimited talk and text, large data allowances, data rollover/banking and monthly renewal.
- **eSIM** — Digital SIM activation with no physical card or postage; by 2025 roughly 40% of new activations.
- **5G plans** — Optus-powered 5G access on selected prepaid plans for faster mobile data.
- **NBN home internet** — Fixed home broadband plans over the National Broadband Network with a range of speed tiers.
- **Mobile devices** — Handsets and unlocked/refurbished phones sold online alongside SIM plans.
- **Self-service app and account** — Mobile app and online account for recharge, usage tracking, plan changes and support.

## Achievements

- Became Australia's largest independent mobile virtual network operator (MVNO).
- Floated on the ASX in July 2015 after starting from scratch in 2010.
- Acquired by Optus for A$250 million in February 2021.
- Reported the lowest Telecommunications Industry Ombudsman complaints score in the industry at 0.4.
- Grew to more than 1.5 million mobile subscribers.
- Cut campaign production time from months to about 72 hours by adopting AI in creative, reporting gains in likeability, memorability and ROI.

## Latest updates

- **2023-11** — Peter Macgregor, formerly head of consumer marketing at Telstra, appointed Chief Marketing Officer.
- **2024-04** — The Vaya brand is retired and its customers migrated onto amaysim plans.
- **2024-06** — Launched 'The Escape Plan' campaign via Cocogun, urging Australians to ditch their 'Hellco' amid cost-of-living pressure.
- **2025-01** — Absorbed roughly 150,000 Australian Circles.Life customers after that brand exited the market.

## Links

- Website: https://amaysim.com.au
- LinkedIn: https://www.linkedin.com/company/amaysim-australia-pty-ltd
- Twitter/X: https://www.twitter.com/amaysimau
- Instagram: https://www.instagram.com/amaysim
- Facebook: https://www.facebook.com/amaysim

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Profile page: https://yespress.io/amaysim
Published by YesPress — https://yespress.io
Last updated: 2026-08-14