United Kingdom-based telecoms group, Lebara Group, has formally signalled its entry into the Nigerian market with a soft launch and logo unveiling ceremony held in Ikoyi, Lagos, pledging affordability, innovation and customer-centric services.
Lebara Nigeria, a subsidiary of the London-headquartered group and a licensed Mobile Virtual Network Operator (MVNO), hosted eminent dignitaries, regulators, diplomats, traditional rulers and industry leaders at a private networking reception ahead of its commercial rollout.
The company had earlier in 2025 opened a Number Reservation Portal, giving prospective subscribers the opportunity to secure personalised mobile numbers before full operations commence.
Among guests at the event were Jonny Baxter, British Deputy High Commissioner in Lagos; Idris Olorunnimbe, Chairman of the Board of the Nigerian Communications Commission (NCC); Oba Ghandi Afolabi Olaoye, Soun of Ogbomoso; former Airtel Africa CEO, Segun Ogunsanya; Otunba Bimbo Ashiru, Odu’a Investment Board Chairman and also advisory Board Chairman, Lebara Nigeria, senior executives from Lebara UK; and other corporate leaders and partners.
Speaking virtually, Minister of Art, Culture, Tourism and Creative Economy, Hannatu Musa Musawa, described the launch as a milestone aligned with an existing partnership between her ministry and the company.
She said: “I am particularly delighted that this milestone of the soft launch occasion builds on the memorandum of understanding signed between our ministry and Lebara.
This partnership reflects a shared commitment to leveraging technology to support Nigeria’s creative talent. As a ministry, we remain committed to working with private sector partners who share our vision for transforming Nigeria’s arts, culture, tourism and creative industries into sustainable engines of economic development.
“Once again, I commend Lebara Nigeria for this important step and I encourage all stakeholders present today to take full advantage of the platform provided. I look forward to the successful implementation of our collaboration together.”
In his remarks, Jonny Baxter underscored the broader UK–Nigeria digital partnership reflected in Lebara’s entry.
“I am excited. I was lucky to hear from Lebara officers about the company’s developments, and I caught their enthusiasm. I heard all of the excitement about this launch. And so it’s a real pleasure to join all of you this evening to mark the launch of Lebara in Nigeria,” he said.
“On behalf of the UK government, I want to extend our congratulations to the Lebara team, the UK team, and the Lebara Nigeria team on this important milestone.
“This launch is more than just the arrival of a new telecoms brand. And indeed, it is more than just the first female led Nigeria Telco. Although that is really important.
But this launch also reflects the deepening partnership between the United Kingdom and Nigeria in the digital economy.”
He explained the significance of the MVNO model and regulatory reforms enabling market entry.
“We’re all familiar with traditional mobile phone networks. But the Lebara brand is a mobile virtual network operator. That is a network operator that builds on existing network infrastructure to bring new and innovative services to consumers,” Baxter said.
“The new MVNO licensing regime demonstrates how good policy reform can open markets, can lower entry barriers, can enable new business participation — all with the objective of providing better services for consumers.”
He added: “Lebara’s entry into Nigeria is a tangible example of how well-designed regulation translates into real economic outcomes… Together we can build a more connected, competitive and inclusive digital future.”
Chief Executive Officer of Lebara Nigeria, Mrs Teniola Stuffman, described the event as a strategic milestone rather than a commercial launch.
“Today is a remarkable day… It is a privilege to welcome you to the first launch of Lebara Nigeria, hosted in partnership with the British High Commission,” she said.
“Nigeria stands at a defining moment. A country of extraordinary talent, resilience, and ambition, yet millions require more inclusive, more affordable, more globally connected digital access.
At Lebara, our activity is not merely about technology. It’s about access. Access to opportunities, education, commerce, global markets, and meaningful participation in the digital economy.”
She outlined the company’s operating philosophy. “Our foundations rest on three pillars. We always call it triple R — Reliable, affordable, and customer-centric.
“Lebara is a British-born global telecommunication brand, built on trust. And you can quote me. We always do focus on trust pilots.”
On its infrastructure partnership, she said: “Our partnership with Airtel is good. The partnership allows us to leverage the national infrastructure while focusing on what Lebara does best — product innovation, international connectivity, and customer experience.”
She emphasised the diaspora opportunity.
“Nigeria is home to one of the largest diasporas in the world… So Lebara’s global footprint uniquely positions us to enhance international connectivity options for Nigerians, not just within the country, but across markets where Nigerians live, work, and yield influence.”
