Sydänten Moi.

Moi’s aim was to create Finland’s most customer-focused mobile operator by offering easy-to-use mobile subscriptions always at a fair price. The aim was to challenge the large, established operators with a modern and fresh alternative. Research shows that Moi has the most satisfied consumer customers among Finnish telecom operators.

In the 2026 EPSI Rating study, Moi received the top score in six sub-categories: value for money, product quality, ease of doing business, digital services, service quality and customer loyalty. This is the highest result in the industry in the 2020s.

Moi Mobiili was founded in 2015 by five telecom professional. It entered one of the most saturated mobile markets in the world.

The challenge was to build lasting brand equity with limited resources. The aim was to prove that long-term creative investment builds compounding value, in addition to short-term sales.

We have worked together with Moi from the beginning to build a lovable brand. It makes a simple promise: cheaper, easier, fairer and faster. Moi speaks with a human, slightly rebellious voice through two distinctive characters.

Moi uses its own name as a sound asset. Through distinctive creative assets and continuous visibility, the brand makes the most of seasons, sporting events and cultural moments to stay memorable.