Verizon Communications: Launches Tier-Free Simplicity; Verizon One and Loyalty Drive Retention Push

Research evidence excerpt

Verizon Communications: Launches Tier-Free Simplicity; Verizon One and Loyalty Drive Retention Push

J P M O R G A N North America Equity Research

16 June 2026

Verizon Communications Neutral

VZ, VZ US

Launches Tier-Free Simplicity; Verizon One and Loyalty Price (16 Jun 26):$46.73

Drive Retention Push

Telecom Services, Cable & Satellite

On Tuesday (June 16), Verizon unveiled Simplicity, a new wireless service plan Sebastiano C Petti AC

that eliminates network tiers, as the next step in its ongoing consumer (1-212) 622-8529

transformation. The company also launched Verizon One, a plan that combines sebastiano.c.petti@jpmorgan.com

mobility and broadband on a single bill with taxes and fees included, and Shayna Nguyen

introduced two new loyalty initiatives: Verizon Dollars, a 3% monthly cashback- (1-212) 622-0038

style program, and Verizon Shine, a sweepstakes-based rewards program. We shayna.nguyen@jpmchase.com

would not be surprised to see management announce additional customer-friendly John Stid

initiatives down the road as it continues to focus on churn reduction. On balance, (1-212) 272-0992

john.stid@jpmorgan.com

while pricing for 1- and 2-line switchers undercuts Verizon's Unlimited Welcome J.P. Morgan Securities LLC

plan, multi-line pricing does not appear particularly aggressive, especially given

that the new plans no longer include device upgrades. That said, we view favorably

Verizon's efforts to simplify the customer experience, lean into convergence, and

build out a loyalty framework to support further churn reduction.

• New Simplicity plans reduce network-tier differentiation and pull back on

device subsidies. Verizon Simplicity starts at $45/line, with a $30 introductory

promotion for switchers, and makes 5G Ultra Wideband standard for every

customer.