Does Verizon Own Visible in 2024? Breaking Down Verizon‘s Digital Wireless Upstart

ByCharles Scott Last Update on

Verizon does own Visible, a digital-only wireless carrier launched back in 2018 aimed at competing with ultra-low cost prepaid providers. With unlimited talk, text and data on Verizon‘s premium 4G LTE network for just $30/month (with Party Pay), Visible seems almost too good to be true.

But how exactly does Visible fit into wireless giant Verizon‘s portfolio that already contains premium, prepaid and budget brands? Who is Visible really built for? And is buying wireless service from an app-based startup backed by Verizon as reliable as going direct through Big Red?

The Rise of Visible Under Verizon

When Verizon launched Visible in 2018, it marked the telecom‘s first all-digital wireless service sold primarily online through Visible‘s app and website. The goal was bringing Verizon‘s leading network to cost-conscious customers unwilling to pay $70-100/month or more for premium unlimited plans from Verizon and rivals like AT&T and T-Mobile.

Early on, analysts questioned whether bargain hunters would buy into an unfamiliar new brand name. But flash forward to 2023, and Visible has firmly established itself as a viable Verizon subsidiary:

  • Visible surpassed 800,000 subscribers by the end of 2021 according to research firm MoffettNathanson
  • Analysts estimate Visible added another 400,000 customers in 2022, for over 1.2 million total subs now
  • While small compared to Verizon‘s 136 million total wireless customers as of Q3 2022, Visible is adding subs at a 40-50% annual growth pace per Moffett

So while Visible is dwarfed by corporate parent Verizon Wireless, it has found a receptive niche catering to cord cutters and digital natives focused on cost savings over retail stores and customer perks.

How Visible Compares to Verizon‘s Tracfone Prepaid Brand

Given Verizon already owned leading prepaid provider Tracfone with around 18 million low-income subscribers, why launch Visible targeting deal-chasers? The answer is positioning in the wireless market.

Tracfone historically appealed to older, less tech savvy consumers through cheap flip phones and physical retailer partners like Walmart.

In contrast, Visible was created to serve younger digital natives. Through an app-first experience, savvy online marketing and social media branding, Visible reaches Millennial and Gen Z demographics.

The decision has paid off nicely, with Visible growing members rapidly despite far lower marketing spend than Verizon and a focus on word-of-mouth via member rewards and online visibility.

Visible‘s Formula for Digital Success Under Verizon

So what is Visible doing right under Verizon ownership? A few key pillars:

  • Network Quality – By utilizing Verizon‘s industry-leading 4G LTE and 5G network, Visible offers premium connectivity and speeds at discount pricing
  • Simplicity – Just one $30 unlimited plan (with Party Pay) makes for easy selling and upgrades
  • Digital Engagement – Visible centers its offerings around digital experiences through its enjoyable app
  • Loyalty Building – Referral benefits, such as $5 monthly bill credits for both parties, reward member loyalty

Analysts say this transparent, member-focused approach allows Visible to keep customers longer despite spending far less on the acquisition side versus Verizon Wireless.

The formula also enjoys strong buzz on social media and in technology press coverage – free exposure smaller brands must leverage.

What Does the Future Hold for Visible and Verizon?

Given its first five years of steady success attracting and retaining wireless subscribers, Visible figures strongly into Verizon‘s future plans around blending premium and low-cost offerings:

  • Verizon wants to keep Visible growing strongly to diversify its subscriber base beyond $80-100/month unlimited plan customers
  • Executives say Visible is now an "established success" and key piece of Verizon‘s wireless strategy
  • Analysts think Verizon will promote Visible alongside premium 5G offerings to attract entire families
  • There is opportunity for Visible to expand into other digital services once its wireless base matures

So while Visible is unlikely to surpass 25-30 million subscribers due to lack of retail presence and Verizon‘s entrenched reputation, it can co-exist nicely as the digital prepaid division.

Look for Visible to enter its second growth phase by expanding into new customer segments like seniors, families with kids, and wireless home internet; all while retaining its stripped-down tech savvy vibe.

The Verdict: Does Verizon Successfully Own Visible?

In the five years since launch, Visible has absolutely succeeded under Verizon ownership by targeting an underserved low-cost market the telecom was previously missing out on.

By leveraging Verizon‘s network at a disruptive $30 monthly price point (with Party Pay), Visible brings an app-first wireless experience with online community perks to digital natives who don‘t need retail bloat.

While Tracfone maintains its hold on older and low-income prepaid subscribers through Verizon‘s acquisition, Visible carries the torch by introducing Verizon coverage to younger mobile-first audiences.

So while you sacrifice some speed, perks and support going with Visible over direct Verizon Wireless, the cost savings of literally 50% or more make it a tempting choice for budget-focused subscribers.

Just don‘t expect Visible to ever rival Verizon‘s 100+ million subscribers – it will likely settle in as a 20-30 million user digital prepaid niche able to complement Big Red‘s dominance.

Charles Scott is a dynamic professional whose academic and career achievements demonstrate a strong commitment to excellence in the retail and consumer service industry. Graduating with an MBA from New York University in 2013, Charles has built a diverse and impressive career portfolio. He has held significant roles as a manager, advisor, and marketer, showcasing his multifaceted skills and deep understanding of the industry.

Beyond his direct professional engagements, Charles has made a notable mark as the head writer and founder of ExpertBeacon.com. This platform stands as a testament to his dedication to consumer empowerment and education. ExpertBeacon.com is a resource designed to assist consumers in addressing their persistent questions about products, services, and companies. Under Charles's leadership, the site provides in-depth, well-researched, and accurate information, all structured in easy-to-follow guides and articles. His work here not only highlights his expertise in the field but also his commitment to providing valuable, actionable information to the public.

Charles's approach is centered on a keen understanding of consumer needs and market dynamics, making him a respected voice in the industry. His contributions through ExpertBeacon.com and his professional roles reflect a blend of strategic thinking, practical knowledge, and a genuine desire to enhance consumer experiences in the retail and consumer service sectors.

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