Lebara Nigeria, in partnership with the United Kingdom (UK) government has formally launched its operations in Nigeria, marking its entry into the country’s competitive telecommunications sector and signalling deeper digital collaboration between both countries.

The Chief Executive Officer of Lebara Nigeria, Teniola Stuffman, said the company’s entry followed two years of market study, driven by regulatory reforms, growing consumer demand and Nigeria’s expanding digital economy. She noted that the soft launch was targeted at key stakeholders ahead of a full commercial rollout to consumers.

Stuffman, who spoke during the soft launch of Lebara, in Ikoyi, said the company aims to address persistent concerns among subscribers, including unreliable connectivity, high data costs and unclear billing systems.

According to her, many Nigerians operate multiple SIM cards due to service gaps, noting that Lebara intends to compete on affordability, reliability and improved customer experience.

She added that the brand, known internationally for its strong service ratings, will focus on transparent pricing.

Chairman of the advisory board, Otunba Bimbo Ashiru, projected that the company could attract at least one million subscribers within its first year of operation. He described telecommunications as one of the fastest-growing sectors of the economy, noting that mobile services now underpin banking transactions, commerce and everyday communication.

Ashiru maintained that Nigeria remains an attractive investment destination despite global economic uncertainties, citing its population size and appetite for digital services.

He added that the new entrant would grow into a household name in the coming years.

The British Deputy High Commissioner to Nigeria, Jonny Baxter, said the launch reflects the deepening partnership between the United Kingdom and Nigeria in the digital economy.

Baxter added that the UK government, through the Department for Business and Trade, remains committed to supporting responsible private sector participation that strengthens competition, improves consumer choice and contributes to inclusive digital development in Nigeria.