City Focused UK Broadband ISP Hyperoptic Launch New Customer Rewards Scheme UPDATE
City-focused full fibre broadband ISP Hyperoptic, which claims to have deployed their FTTP/B network to cover 1.9 million UK homes (mostly across blocks of flats / MDUs), has today launched a new Rewards feature within its ‘My Account’ platform, giving customers access to “exclusive perks, discounts and offers at no extra cost“.
Quite a few broadband and mobile providers (O2, Sky Broadband etc.) offer Reward schemes, which essentially help to encourage existing customers to stay by offering lots of special offers and experiences. Hyperoptic’s new platform will thus do this by bringing together offers across food, entertainment, retail and lifestyle, with brands including Ocado, Gousto and lastminute.com. New deals will be added weekly.
Sadly the announcement doesn’t include any examples of the rewards they’ll be offering, which seems like a missed opportunity, but we do at least get a comment.
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Lutfu Kitapci, Chief Commercial Officer and MD of ISP at Hyperoptic, said:
“Connectivity today is about more than speed. It’s about delivering a straightforward, reliable experience that just works for customers, day in, day out.
Our focus has been on removing friction at every stage, from sign-up through to support, and making it easy for customers to get the most from their connection. Rewards builds on that. Bringing added value into one place, in a way that’s simple and genuinely useful.
It’s another way we’re staying in our customers’ corner.”
The reality for most consumers is that they would often rather have a discount on their monthly service rental than a rewards programme, which they may or may not extract much benefit from. But others may have a different perspective and it often very much depends on how attractive the offers on this platform are to consumers.
UPDATE 16th April 2026 @ 11:37am
Hyperoptic has provided a few examples of their reward offers. For example, these range from around 25% off a weekly shop with Ocado, to over 55% off Gousto meal kits, and £25 off holidays with Jet2 Holidays. You can of course get a lot of similar discounts just by Googling the usual voucher code sites etc.
Mark is a professional technology writer, IT consultant and computer engineer from Dorset (England), he also founded ISPreview in 1999 and enjoys analysing the latest telecoms and broadband developments. Find me on X (Twitter), Mastodon, Facebook, BlueSky, Threads.net and Linkedin.
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It’s a bit sad that a company that was providing symmetric gigabit into your flat over a decade ago for £50 has got stuck at that speed due to the way they built. Random loss of IPv6 routing that support don’t know how to deal with that then fixes itself a few weeks later, and a very ‘the database says we can’t do that’ approach to service availability when you’d expect them to be fighting for every subscriber they can get in an environment increasingly overbuilt by other operators. They used to be a bit of a challenger but there’s not really any USP there now.
I agree, but I don’t think it’s fair to blame it on the technology. They have alot of PIA and I think all new network build for the last 6+ years has been XGS-PON, even in high rise. I suspect XGS-PON and PIA backhauled “copper ethernet” are the majority of the network now and even in those MDUs still fed by EADs, they could very easily either upgrade EADs to 10G or replace the EADs with their own PIA. They should be able to offer 2.5-5Gbe across XGSPON today and everywhere else with pretty minor effort.
I think it would be healthy for them to turn on higher speeds on XGS-PON where it costs them nothing to do and is just a 2.5G CPE and a ‘flick of the switch’.
When did they start XGSPON? They were still using Nokia GPON fibre converters until very recently.
If they want more customers they need to extend their coverage. Spending money on perks won’t attract many new customers.
They make money from the perks. It’s just a fancy referral scheme so they get paid when their customers use their codes with the participating retailers. I mean there’s nothing wrong with it but it’s not some form of generosity like they make out.
I’ve been with Hyperoptic for over a decade, at a time when BT were simply not interested in going into MDMs and could only offer us 13meg. It was revolutionary, and our building resident association were delighted to have a brilliant solution.
I echo Jonny though, certainly in our building they went the huawei switch route with internal CAT5. They’ve kinda boxed themselves in a bit. After 10 years, lazy BT have finally fitted fibre (in a really messy way), but when people look and see they can get faster/cheaper(although not symmetric offerings) then you can understand why they will loose market share. I fear for Hyperoptic when BT are now testing Multigig. Even launching a 10gig service will only buy them a few more years. If they want to be bold, they’ll have to try the 100gig cablelink and 25gig services or just melt away.
To provide 10 they’ll have to replace the copper with fibre. Once that’s done they can go to 25 and on relatively easily.
All junk offers. Nothing really of value. It wont keep me from leaving