Analysis: Likewize builds European growth on service innovation

Likewize’s evolution in Europe reflects one of the mobile industry’s most ambitious transformations, according to an in-depth analyse from Stuart Blackhurst Finsur. What began as a logistics business within John Caudwell’s Phones4U empire in the early 2000s has gradually morphed into a technology services provider focused on customer experience, device protection and repair. Following the 2006 split of Phones4U, its logistics arm became 20:20 Mobile Group under Doughty Hanson ownership. The company entered a new chapter when Brightstar, then led by Marcelo Claure, acquired 20:20 Mobile in 2012, creating Brightstar 20:20 and expanding distribution across multiple European markets.

SoftBank era and strategic reinvention

In 2013, Japan’s SoftBank took a majority stake in Brightstar, while Claure retained 47%. The next few years saw fluctuating fortunes until Rod Millar returned as CEO in 2019, steering Brightstar from low-margin distribution to higher-margin service models. This pivot was underscored in 2020 with the acquisition of UK-based WeFix, a mobile repair company offering “we come to you” services, setting new standards in on-site repair efficiency.

The birth of Likewize

A year later, Brightstar acquired customer experience specialist LucidCX and, in 2021, rebranded as Likewize. The company’s new mission was clear: to “make every tech problem painless”. The rebrand marked the consolidation of its various European activities under one customer-first identity. Private equity firm Genstar Capital took an initial stake in 2022 and increased its share to a majority in 2024, reinforcing Likewize’s long-term commitment to service innovation and lifecycle management.

New leadership and expansion moves

In March 2025, Ryan O’Hara succeeded Millar as CEO, shortly before Likewize acquired Danish firm Speedperform to strengthen its customer support technology. These moves underscore the company’s intention to scale service quality through technology-led efficiency and data-driven customer insights.

A European network built on partnerships

Today, Likewize operates across multiple entities in the UK, the Netherlands, and Germany. The UK operations include Likewize Services UK Limited, Likewize Device Protection Limited, and Likewize Repair Limited. In continental Europe, Likewize Netherlands IHB acts as a financing entity, while Likewize Europe GmbH coordinates regional activity from Germany. Across these markets, Likewize partners with major clients such as Apple, serving as its European trade-in provider, and with operators and financial institutions like Virgin Media O2, Barclays, NatWest, and FirstDirect.

Revenue transition and future stability

The transition from distribution to services has inevitably affected revenue. Likewize Services UK Limited reported € 217.3 million in revenue in FY2024, down 21.3% from € 276.3 million in FY2023. Management attributes the decline to the exit from low-margin distribution, with forecasts suggesting future stabilisation as the services portfolio matures. While the absence of detailed segment reporting makes it difficult to assess repair or lifecycle income individually, the strategic shift clearly aligns with higher-margin opportunities and recurring revenue models.

Conclusion: a European service powerhouse in the making

From a logistics provider in the Phones4U ecosystem to a global service innovator, Likewize’s European story reflects a disciplined pivot toward sustainable growth. With Genstar Capital’s backing, new leadership and a sharpened focus on customer experience technology, Likewize seems well-positioned to strengthen its role as a trusted partner for mobile operators, OEMs, and financial institutions across Europe.