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 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), had earlier in 2025 opened a Number Reservation Portal, giving prospective subscribers the opportunity to secure personalised mobile numbers before full operations commence.
Speaking virtually, Hannatu Musa Musawa, minister of Art, Culture, Tourism and Creative Economy, described the launch as a milestone aligned with an existing partnership between her ministry and the company.
“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,” she said.
“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.”
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; 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 at the event, which hosted eminent dignitaries, regulators, diplomats, traditional rulers and industry leaders at a private networking reception ahead of the company’s commercial rollout, Jonny Baxter underscored the broader UK–Nigeria digital partnership reflected in Lebara’s entry, saying: “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, he said, “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.”
“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.” he added.
Teniola Stuffman, chief executive officer of Lebara Nigeria, described the event as a strategic milestone rather than a commercial launch. “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 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.”
