Most people don’t think twice about their mobile connection until they travel. That’s when the frustration begins. Expensive roaming fees, unreliable SIM cards, and confusing data plans make staying connected harder than it should be.
For Vince Vissers, co-founder of Firsty, this wasn’t just an inconvenience. It was a problem waiting to be solved.
“We kept asking ourselves, why is mobile connectivity still so complicated? Why do we need different plans and SIM cards for every country? It didn’t make sense.”
That question led to Firsty, a mobile app that provides free global internet access without the need for traditional telecom contracts. No expensive roaming, no SIM swaps, just instant connectivity anywhere in the world.
The Moment That Changed Everything
Vince and his co-founder, Gauthier Thierens, spent years working at Adyen, frequently traveling for business. Every trip brought the same headache, roaming charges that made no sense, unclear call fees, and unreliable local SIM cards.
“In the Netherlands, I could pay just a few euros per gigabyte. But the moment I landed in New York and left roaming, I was looking at a bill in the thousands. And if I wanted to call home? No clue what it would cost.”
They weren’t the only ones dealing with this. Travelers worldwide faced the same problem.
That’s when they had a realization.
“At Adyen, we worked with IoT payment terminals that could switch between multiple telecom providers automatically. Why couldn’t we apply that to personal mobile connections?”
That idea became Firsty. A seamless, borderless way to stay online.
Breaking the System with Too Much Demand
Vince and Gauthier quit their jobs, pulled together a small team (mostly ex-Adyen colleagues), and got to work.
Instead of building a traditional telecom company, they focused on a freemium model, an app that provides a free internet connection supported by ads. If users wanted a faster, premium experience, they could pay.
They launched a beta version for friends and family. Then something unexpected happened.
“We saw it pop up on blogs in Germany, Taiwan, the US completely organically. People loved the idea of free internet, and it took off way faster than we anticipated.”
It grew so fast that it overwhelmed the telecom providers Firsty had partnered with. Their systems weren’t built for the kind of demand Firsty was driving.
“We literally broke their infrastructure. That’s when we realized if we wanted to scale, we had to build our own telecom core network.”
Instead of slowing down, they rebuilt.
500,000 Users and No Paid Marketing
Firsty officially launched in June 2023 with its own telecom infrastructure in place. Growth exploded.
In just 9 months, Firsty gained 500,000 users, all through organic word of mouth.
“We haven’t spent a single dollar on ads. Growth has come from people talking about it, because it’s something they truly find valuable.”
The strategy behind Firsty’s rapid adoption comes down to two things:
- A free offer that removes hesitation: Users get a basic internet connection for free, making it an easy choice to try.
- Built-in virality: Users can invite friends to unlock additional perks, turning every user into a potential promoter.
The Biggest Challenge of Disrupting Telecom
Scaling any startup is hard. Doing it in telecom, an industry built on outdated infrastructure and rigid contracts, is even harder.
“Our goal is simple. You download the app, and you’re connected globally. But making that work behind the scenes? That’s insanely complex.”
Firsty had to integrate with telecom providers in 150 countries, a process filled with technical challenges and roadblocks.
“The industry isn’t built for flexibility. We kept running into issues where providers couldn’t handle what we were doing. Some literally told us, ‘You’re making too many requests, it’s crashing our systems.’”
The only solution was to take more control.
That’s why Firsty built its own telecom core network, which dynamically connects users to multiple providers worldwide.
“It’s not easy, but we believe telecom needs to change. People deserve transparency, fair pricing, and a hassle-free way to stay connected.”
Lessons for Founders Building Disruptive Startups
Vince and his team have learned a lot in the past 18 months. For founders looking to build something big, here’s what he wishes he knew earlier:
1. Test Early Even If It’s Not Perfect
“Your first version won’t be great. That’s fine. Get it out there, see how people use it, and adjust. Waiting too long to launch just slows down learning.”
2. Keep Experiments Small
“If you test too big too soon, failures can be overwhelming. Controlled experiments let you learn fast without breaking everything at once.”
3. Don’t Underestimate Word of Mouth
“We thought we’d have to spend on marketing. Turns out, if you solve a real problem in a unique way, people will spread the word for you.”
What’s Next for Firsty?
With 500,000 users and growing, Firsty is now focusing on expansion.
- Expanding its premium offering with international calling and local phone numbers
- Strengthening partnerships with travel and fintech companies
- Exploring targeted marketing to accelerate growth even further
“The goal is simple. We want to be the first telecom company that people actually love using.”
For startup founders looking for inspiration – or proof that you don’t need massive ad budgets to scale – Firsty’s story is a reminder that solving a real problem, moving fast, and listening to users can take you further than you ever imagined.