Sure has a refreshed brand identity as part of the Beyon group. Our name now proudly includes Beyon, but our purpose remains the same: connecting our island communities for a better future.
Here we answer your frequently asked questions on the new identity and how it affects Sure and its customers.
A new era for Sure
The new identity aligns Sure with the scale, expertise and global reach of Beyon Group, which as one of the world's leading communications companies has the resources to accelerate innovation and deliver exceptional customer experiences.
We're a local business with a global reach, and we're part of something bigger – a group that puts technology at the heart of connecting communities.
No. Sure has been part of Beyon since 2013, and the new identity strengthens our link to the Beyon Group and demonstrates that we're part of something bigger – a group that puts technology at the heart of connecting communities.
Our purpose to connect our island communities for a better future remains unchanged, as does our operational remit to serve our seven island communities (the Channel Islands, Isle of Man, Diego Garcia, Ascension Island, St Helena and the Falkland Islands) from our Guernsey HQ.
The new identity reflects our evolution and growth as part of a global technology group. It's an opportunity to unify our identity while reaffirming our commitment to the communities we serve. The timing aligns with our strategic goals and investment in future-ready services.
Sure has formed a strategic partnership with Ericsson, a global leader in communications technology, to deliver the Isle of Man's most advanced mobile network. This partnership will accelerate the rollout of 5G and ensure resilient, secure infrastructure for the island.
Sure is delivering 100% 5G standalone coverage in Guernsey, Jersey, and the Isle of Man, nearly a decade ahead of UK operators. By replacing the existing network and combining our infrastructure with the infrastructure we now manage following the acquisition of Airtel, coverage and capacity will increase by up to 30%, setting a new benchmark for mobile innovation in the islands.
Sure's partnership with Ericsson and the £48 million investment are already making good progress, with new services expected to launch in 2026.
What does it mean for me?
Yes. Our core products and services, such as Bundle and Sharer, remain unchanged. You will pay the same amount as before and any agreement you have with us is still valid. There are no changes to your current plan or pricing.
We're always looking to improve the products, plans and services we offer our customers, but don't have any immediate intention to launch any new plans.
The amount you currently pay will not change and the plan(s) that you're signed up for remain as they were. However, your bills will look different as we change over to our new identity. The first new-look bills will soon arrive via email, post and in the MySure app.
Exactly as you did before. The MySure app is a convenient place to manage your account, pay bills and add boosters and extra services. You can also manage your account online by clicking the My Sure button at the top of the webpage.
Our customer service team will remain exactly where they are, ready to help you with anything you might need.
Our online Help & Support section is still the first place to go if you have an issue, but you can also still call us on 07624 247 247 or visit us in-store.
Yes. Our stores in Guernsey and the Isle of Man have been given a fresh new look and are ready to welcome you.
We have a new flagship Sure store in Jersey, located at the corner of Castle Street and Charing Cross – the new retail space is designed to truly reflect our brand, offering customers double the area of our previous stores and a welcoming, comfortable environment with dedicated service zones and a lounge for busy times.
Features include flexible display tables for events, privacy screens and meeting rooms, sound-dampening panels, and a glass wall connecting the shop to the back of house. Every detail serves a purpose, from the concrete wall for online order collections to customer toilets and marketing screens – ensuring a modern, practical, and customer-focused experience.
Reputational & Governance
No. Our values and purpose remain the same. We are proud to be a local company serving our island communities, and our operations continue to be run from our Guernsey HQ. Our identity reflects our connection to a wider group, but our day-to-day focus remains on delivering excellent service locally.
Yes. Sure continues to be regulated by the relevant authorities in each of the jurisdictions we operate in, including the Channel Islands, Isle of Man, and other island territories. Our commitment to compliance and transparency remains unchanged.
The way we manage and protect your personal data has not changed. Our data privacy and security standards remain robust and compliant with local regulations. We continue to protect customer data with the same care and diligence as before.
