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Likewize

Likewize is a privately held corporation specializing in lifecycle , offering , , repair, and services for devices such as smartphones and to address issues like loss, theft, damage, and malfunction. Founded in 1997 as Brightstar Corp., the company rebranded to Likewize on August 18, 2021, to better reflect its evolution from mobile device distribution to a comprehensive provider of tech solutions amid growing consumer reliance on connected devices. Headquartered in , , Likewize operates in over 30 countries and partners with major global brands across sectors including original equipment manufacturers (OEMs), banks, retailers, , and carriers to deliver services like device , AI-driven tech , in-home repairs, and trade-in programs. The company's services encompass Protect, which provides coverage for accidental , , and ; Support, leveraging the world's largest AI-driven consumer tech for 24/7 assistance; Repair, including "We-Come-To-You" on-site fixes, mail-in options, and in-store solutions; and Upgrade, facilitating affordable device trade-ins and renewals to promote . With a focus on resolving over 250 million tech issues annually, Likewize emphasizes , earning high ratings such as the top score in for support services among its partners. Over the years, it has invested more than $1 billion globally, including strategic acquisitions like LucidCX for enhancement and WeFix for repair capabilities, positioning it as a leader in preventing technology disruptions.

History

Founding and early development

Brightstar Corp., the predecessor to Likewize, was founded in October 1997 by and in , Florida, as a distributor of communications devices, initially focusing on mobile and fixed phones for the Latin American market. The company was incorporated in that September and quickly established operations from its headquarters at 2010 N.W. 84th Avenue, capitalizing on Claure's vision to provide just-in-time delivery of devices from manufacturers like to carriers and retailers in emerging markets. In its early years, Brightstar experienced rapid growth, achieving an average annual compounded net sales growth rate of 75% from 1998 through 2003, when it reported $1.2 billion in from distributing over 11 million phones. This expansion positioned the company as the world's largest independent distributor of mobile phones, particularly in , where it served carriers and retailers through value-added services including inventory management and just-in-time . By the mid-2000s, Brightstar had broadened its offerings to include integrated solutions such as device customization, , and fulfillment services for manufacturers and operators, enhancing its role beyond pure distribution. By the early , Brightstar had expanded operations to 51 countries and territories, with a strong emphasis on emerging markets in , , and , supporting over 80,000 points of sale worldwide through localized and . This international footprint, built on partnerships with major carriers and device makers, solidified its position as a key player in global wireless distribution, while headquarters remained in to oversee hemispheric growth.

Expansion and rebranding

In the 2010s, Brightstar Corp. experienced shifts in the mobile industry, including rising and by carriers and manufacturers, which pressured traditional distribution margins and prompted a strategic pivot toward after-sales services such as device repairs, , and tech support. To support this evolution, the company pursued key acquisitions of tech support and protection firms, including eSecuritel, a phone insurance provider, in April 2011, and later LucidCX in January 2021 to enhance premium tech support capabilities, as well as WeFix for mobile repair services. In December 2020, the company relocated its global headquarters from , , to . On August 18, 2021, under CEO Rod Millar, Brightstar Corp. rebranded to Likewize, a move designed to highlight its transformation from a distributor to a provider of comprehensive, "painless" tech protection and support solutions. By the early , this strategic shift had enabled Likewize to grow significantly, resolving 250 million tech issues annually across insurance, warranty, repairs, and support services. In 2025, Likewize acquired Speedperform, a in AI-driven , to further bolster its technical assistance capabilities.

Business overview

Core services

Likewize's core services revolve around mitigating disruptions in consumer technology use, offering comprehensive solutions for device lifecycle management. The company's device protection plans provide coverage for , , , and malfunction across a wide range of connected devices, including smartphones, laptops, smart TVs, and even or e-bikes. These plans include for accidental , extended warranties that surpass standard manufacturer offerings from day one, and options for rapid repairs or replacements through a network of professional technicians. By addressing common tech vulnerabilities, these protections ensure users maintain without significant interruptions, supported by a $500 million investment in an advanced digital claims platform that streamlines the process. Complementing protection, Likewize delivers AI-driven tech powered by the world's largest proprietary , encompassing over 40,000 products, apps, and services. This system enables remote diagnostics, setup guidance, and via 24/7 self-serve tools, AI-powered videos, and step-by-step guides, allowing users to resolve issues independently or with assistance. In April 2025, Likewize acquired Speedperform, a Danish AI-powered specialist, to further enhance its capabilities. The platform's intelligent facilitate quick problem identification and resolution, reducing downtime for consumers facing technical glitches or challenges. For device renewal, Likewize's upgrade and trade-in programs promote affordable access to newer technology through industry-leading trade-in values and devices that undergo rigorous testing for performance and battery life. These programs integrate sustainable practices, with 95% of traded devices refurbished for , preventing over 100 million units from entering landfills and achieving carbon-negative status by offsetting emissions equivalent to a Texas-sized . This approach not only eases financial barriers to upgrades but also emphasizes environmental responsibility in tech transitions. Repair solutions form a key pillar, featuring convenient options like the "We-Come-To-You" on-site service for prompt fixes, alongside walk-in and mail-in alternatives that often complete repairs in hours. Integrated within the broader , these services prioritize user convenience by minimizing travel and wait times, ensuring devices are restored efficiently to sustain daily tech reliance.

Global operations

Likewize operates in over 30 countries across , , , and , enabling it to deliver tech and support services on a global scale. Key operational hubs include its global headquarters in , , and additional facilities in locations such as and in the , in , and in . The company employs approximately 4,680 people as of 2025, who provide localized support for providers, retailers, and in these regions. This workforce facilitates customized service delivery, ensuring that clients receive assistance aligned with regional needs and preferences. To navigate varying market conditions, Likewize maintains region-specific repair networks, utilizing local partners and mobile workshops for efficient servicing. It also prioritizes with local regulations governing insurance, , and data protection, as outlined in its global and . Each year, Likewize resolves approximately 250 million tech issues worldwide, with a notable emphasis on diverse markets including emerging economies in and , where serves as a primary means of access to essential services. This operational scale underscores its role in bridging connectivity gaps in high-growth regions.

Corporate structure

Leadership

Ryan O'Hara serves as the of Likewize, having been appointed to the role on March 11, 2025. Prior to joining Likewize, O'Hara held CEO positions at , , and , bringing extensive experience in scaling technology-driven consumer businesses. His appointment followed his service on the company's since October 2024, where he contributed to strategic planning. O'Hara succeeded Rod Millar, who led Likewize as CEO from 2019 to 2025. Under Millar's tenure, the company underwent a significant rebrand in 2021 from Brightstar to Likewize, repositioning its focus toward comprehensive tech protection, , repair, and trade-in services. This pivot emphasized technology-enabled solutions over traditional , enabling global expansion in device lifecycle management. The executive team supporting O'Hara includes key leaders overseeing finance, technology, and operations. Jack Negro previously served as until March 2025, managing treasury and financial strategy during a period of investment growth. Gordon Briscoe succeeded as in March 2025, leveraging his prior roles at BSN Sports and to drive financial operations. Harry Polimenakos acts as , focusing on and . Rangaswamy Rajamanickam is , directing in AI-driven support and protection platforms. Kevin Elguer Viana serves as , coordinating executive initiatives and strategic alignment. Likewize's , influenced by major investors such as Genstar Capital and Brightstar Capital Partners, plays a pivotal role in guiding strategic decisions, including investments in solutions and market expansion. Genstar's majority stake acquisition in , for instance, has steered the company toward accelerated adoption of value-added tech services.

Ownership and finances

Likewize has maintained a privately held status since its founding in 1997. In October 2020, Brightstar Capital Partners acquired the company, providing strategic resources and capital that supported its operations during the subsequent rebranding period. In November 2022, Genstar Capital announced a strategic in Likewize, which was completed in March 2023 when Genstar joined Brightstar Capital Partners as a co-investor to fuel the company's next phase of growth. On October 22, 2024, Genstar Capital increased its stake to acquire a majority ownership through a transaction, positioning the firm as the primary owner while enabling further scaling of Likewize's platform. Historically, Likewize has secured across 17 financing rounds, which have been instrumental in driving its expansion and operational enhancements. Investments from key backers such as Genstar Capital have specifically facilitated Likewize's diversification and growth into broader technology protection and support services.

Reception

Partnerships and impact

Likewize has established extensive partnerships with major carriers, such as leading telcos and providers, to offer bundled device protection plans that integrate , , and repair services directly into subscriptions. These collaborations extend to original equipment manufacturers (OEMs) like producers, enabling seamless trade-in and upgrade programs for devices across global markets. Additionally, the works with prominent retailers and financial institutions to embed protection solutions into retail purchases and banking products, serving over a billion s through these alliances. These partnerships have positively influenced metrics for collaborators, with reports of consistent (NPS) growth attributed to enhanced service delivery, such as on-site repair options. For instance, an international bank partner noted improved NPS due to Likewize's commitment to high levels in programs. Similarly, a global OEM reported achieving the highest score in through joint initiatives. Likewize has also optimized NPS survey response rates, doubling participation among partners by implementing targeted best practices. By resolving approximately 250 million tech issues annually worldwide, Likewize supports broader accessibility through affordable and upgrade pathways, helping maintain for users in diverse regions including the , , and the . The company has received industry recognition for its innovations, including multiple wins at the Industry for best repair service and gadget insurance provider, highlighting excellence in repair and support efficiency. In 2024, Likewize was a double winner at the Mobile News , underscoring its leadership in service and repair. Furthermore, its 2025 acquisition of Speedperform has advanced AI-driven capabilities, accelerating adoption of intelligent diagnostics and resolution tools in the tech sector.

Criticisms and legal issues

Likewize has faced numerous complaints regarding its device protection services, particularly delays in claims processing that can leave users without their devices for extended periods. According to the (BBB), common issues include claims remaining pending for weeks or even months without adequate status updates, often exacerbated by difficulties in contacting support through automated systems or unresponsive agents. For instance, one complaint from October 2025 described a claim unresolved for over a month, resulting in the being without a during that time. Faulty replacements have also been a recurring criticism, with customers reporting receipt of defective devices that fail to meet the promised standards. Specific examples include phones exhibiting overheating issues potentially posing risks, such as one case where a device was described as overheating to the point of seeming like a fire hazard. Other reports highlight non-functional features, like detached components or low battery health in refurbished units, leading to multiple rounds of returns and further delays. Poor communication compounds these problems, as customers frequently note unfulfilled promises from representatives and challenges in escalating issues. The has recorded 358 complaints against Likewize in the last three years, many centered on these service shortcomings. Inefficient repair processes and errors in handling stolen device claims have drawn additional scrutiny from consumers. Customers have reported prolonged repair times, with devices out of service for up to two weeks or more due to logistical issues at service centers. In cases involving theft, blacklisting errors have occurred, such as when the wrong device IMEI was flagged, rendering the customer's replacement unusable until corrected after several days of back-and-forth with support. These incidents underscore broader concerns about the reliability of Likewize's claims handling for protected devices. On review platforms, experiences are mixed, reflecting both frustrations and some positive resolutions. reports an overall rating of 4.1 out of 5 stars based on over 15,900 reviews as of October 2025, with negative feedback often echoing complaints about delays and device quality, while some users note eventual compensation for issues. Legally, Likewize has been involved in disputes over its device protection contracts. In Dawes v. Likewize Corp. (filed January 10, 2024, in the U.S. District Court for the Northern District of ), the plaintiff alleged related to denied or mishandled device protection claims. The case saw motions to dismiss denied in September 2024 but was ultimately dismissed with prejudice on January 10, 2025. This action highlights tensions in claim fulfillment under Likewize's policies.

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