Aussie Broadband Limited has launched a new digital-first challenger brand, Buddy Telco, aimed at disrupting the value-seeking NBN market in Australia.

The brand targets 4 million households out of the estimated total addressable NBN market of approximately 8.3 million. Services will be offered on a self-service basis only, leveraging Aussie’s years of expertise in automation and machine learning for network and technical support.

Phillip Britt, Aussie Broadband Group Managing Director, expressed his excitement about the new venture, stating, “Aussie is thrilled to launch Buddy Telco, a truly digital-first offering that provides value and ease of use to the consumer.”

Buddy Telco will be underpinned by Aussie’s award-winning network with connection to all 121 NBN POIs and the Aussie Fibre backbone. The plan pricing is expected to be highly competitive, supported by the self-serve model, lower cost to serve, and the benefits of automation and AI.

Britt further elaborated on the strategic value of the new brand, saying, “Our strategic investment in Buddy allows the Group to compete in both the premium and value-led broadband sectors, further diversifying the markets we operate in. We look forward to continuing to Change The Game through Buddy’s success.”

Aussie expects to invest approximately $10 million in FY25 to support marketing, brand and set up/one-off related operating expenditure to support the Buddy launch. The company is targeting 100,000 customers within 3 years by leveraging Aussie’s experience in scaling a competitive game-changing offering.

Britt added, “Our aim is to really simplify the NBN experience by removing as many barriers as possible.”

Rebecca Rizzo, Aussie Broadband General Manager of Marketing, drew a parallel between the new brand and its mascot, saying, “Buddy the dog is the perfect sidekick: they’re reliable, dependable, and they have your back when you need it, which is everything that Buddy Telco is about.”