Yettel Bulgaria
“Can a leading CEE telecom operator leverage its subscriber base of 3M+ Bulgarians to become a full digital services and embedded finance platform for consumers and SMBs?”
Founded in 2001 as Telenor Bulgaria, the company spent two decades building Bulgaria's mobile network before being acquired and rebranded as Yettel Bulgaria in 2022 under PPF Telecom Group (now e&PPF Telecom Group). The company has progressively layered embedded financial and digital services on top of its telecom base: starting with embedded travel insurance via Chubb in 2020, adding device leasing (Smart Lizing), and most recently partnering with fintech Nula.bg to offer SMB-focused accounting, finance management, and AI tools. The strategic direction is to become a digital services platform for Bulgarian consumers and SMBs, using its 3 million+ subscriber base as distribution for embedded finance products.