Fluke is a full-digital mobile operator in Brazil that aims to reinvent the customer experience for mobile phone users. Rather than operating its own physical network infrastructure, Fluke rents capacity from incumbent carriers and builds their own digital service layer on top, focusing on flexibility, transparency, and user-centric mobile plan customization.
What technology enabled Fluke’s approach?
Fluke leverages the Mobile Virtual Network Operator (MVNO) model—renting network infrastructure from established telecom providers and focusing its efforts on delivering a seamless, app-based digital customer experience. By not owning or maintaining physical towers, Fluke keeps operational costs low and can invest in digital features, responsive support, and flexible plan management for users. This model allows for:
- Customizable mobile plans, letting users pay only for what they need
- Easier plan switching and management via digital channels
- Lower customer acquisition costs (CAC) and higher lifetime value (LTV) compared to traditional carriers
The company describes its mission as doing for telecoms what Nubank did for banking in Brazil: using technology and customer-centric design to disrupt a rigid, legacy industry.
Who uses Fluke and what makes it different?
Fluke primarily serves Brazilian mobile customers who are dissatisfied with traditional carriers’ rigid plans and complicated switching processes. Customers value the ability to build their own plans, manage everything digitally, and avoid unnecessary charges. Fluke’s user base ranges from digital-savvy professionals to younger consumers seeking transparency, flexibility, and the ability to avoid long-term commitments or hidden fees. The company is headquartered in São Carlos, SP, Brazil, and operates fully remotely to serve customers across the country.
Competitive landscape: Who are Fluke’s competitors?
Fluke operates in the Brazilian telecommunications space, specifically among digital-first operators and MVNOs. Its main competitors include both traditional telecom incumbents and a growing field of digital and eSIM providers focused on flexible, customizable plans. Key competitors and alternatives in Brazil include:
- Yesim: Offers eSIM-based prepaid and unlimited data plans for flexible mobile connectivity.
- Gigago: Provides local SIM cards and eSIMs for calls, texts, and data without roaming charges.
- Jetpac: Sells a variety of data plans for Brazil, up to 20GB, with short-term flexibility.
- Holafly: Flexible eSIM plans including unlimited data, popular among travelers and remote workers.
- GoMoWorld: Low-cost, commitment-free eSIM data plans with dependable coverage.
- Andalu: Roaming-friendly eSIM plans for travelers in Brazil.
- eSIM.Net, GlobaleSIM, Esimatic, and Globalyo: All offer a range of flexible, digital-first mobile connectivity solutions targeting both travelers and locals seeking control and simplicity.
While Fluke differentiates itself through local market focus, deep mobile plan customization, and a strong emphasis on digital customer experience, it competes with both legacy operators and a new wave of eSIM and digital MVNO providers.
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