FullFibre and Zzoomm Set to Drop BeFibre Broadband ISP Brand UPDATE

Credible sources have informed ISPreview that alternative UK broadband operator FullFibre Limited (Fibre Heroes), which in early March 2025 completed its merger with Zzoomm (here), are preparing to drop one of their joint retail ISP brands – BeFibre (first acquired after FullFibre gobbled ‘Digital infrastructure’ in 2023 – here).

The combined gigabit speed Fibre-to-the-Premises (FTTP) broadband network currently reaches 600,000 premises (ready for service) and “over” 70,000 customers across England – serving parts of approximately 110 market towns, which makes it one of the UK’s largest altnets. This reflects both their open access wholesale fibre network alongside their in-house retail ISPs (BeFibre and Zzoomm).

However, the newly merged company, which last month suffered some post-deal redundancies (here), now appears to be gearing up for another important change. According to our sources, the operator plans to drop their retail ISP brand BeFibre in the future and shift the associated customer base over to Zzoomm instead. The operator initially declined to comment when we queried this.

The move makes sense, as there’s little point in retaining two retail outlets at this scale, particularly if they’re both offering fundamentally similar packages to the same sort of customers. In addition, Zzoomm is arguably a more familiar brand than BeFibre, albeit only a little bit.

The exact timescale for this change is unclear, as it’s dependent upon a bunch of merger activities that need to happen first (post-deal network integration work is often a long and complex process), which means that the official announcement to retire BeFibre or its related migration may not come or start until later this year.

Speaking of brand changes. One of our readers yesterday spotted (here) that FullFibre separately appears to be retiring their Fibre Heroes sub-brand, which now points directly to the FullFibre.co website (that site now carries over the availability checker etc.). This makes sense, as it often seemed a bit unnecessary to dilute the core brand with the Fibre Heroes sub-brand. Post merger, there were perhaps too many brands in the same pot.

UPDATE 12:46pm

The operator has now decided to issue a comment.

A Spokesperson for FullFibre told ISPreview:

“Given the early stages of the merger, we are reviewing all available options. We appreciate that naturally there will be some public speculation but until we make a formal announcement both brands will continue to operate business as usual.”