Verizon took the next step forward in its transformation into a customer-focused company under CEO Dan Schulman with the launch of a new and simplified 5G wireless plan, a convergence bundle, and a reimagined customer loyalty program.
Impact: Since he took over the CEO spot from Hans Vestberg in October 2025, Schulman has stressed his commitment to transforming Verizon into a company that puts its customers first at every level by “replacing complexity and friction with simplicity and true customer choice.” That strategy came to fruition last week with the launch of the new Simplicity Plan and the Verizon One bundle. But new plans weren’t all Verizon focused on in the unveiling, as the company also upgraded its customer loyalty program with Verizon Shine and Verizon Dollars. To support the changes, Verizon launched an integrated multi-channel marketing campaign that features members of the Austin Powers cast, including Mike Myers in his iconic role as Dr. Evil. In the campaign, Dr. Evil plots to roll out a his own Menace Mobile service with the most confusing pricing and plans of all time. But it turns out the rest of his team have already switched to Verizon and have no interest in the scheme.
The Simplicity Plan, which Verizon positioned as “most simple and cost-effective plan” in the industry, includes unlimited 5G Ultra Wideband, 10 GB of mobile hotspot data, roaming in Canada and Mexico, and satellite texting. The company priced the single-tier, flat-fee plan at $45/mo (with auto pay) , but a special introductory promotional offer knocks that down to $30/mo per line for new customers who switch to Verizon. Customers are limited to 12 lines per account and can either bring their old and fully unlocked plan to Verizon or buy a new or certified pre-owned phone. Upon the purchase of an eligible smartphone, Simplicity Plan members also can choose yearly phone upgrades by enrolling in Simplicity Plus or Simplicity Pro and paying an additional fixed-monthly fee. Designed to provide simple connectivity and bypass confusing service tiers and convoluted phone subsidies, the Simplicity Plan also provides subscribers with customization options. Those include the option to add home Internet starting at $35/mo and choose niche bundles such as the “For Movie and Show Lovers bundle” with Disney+, Hulu, ESPN+ (with ads) and Netflix & HBO Max (with ads), and the Travel bundle with Global Calling Plus and three Travel Pass Days. The launch of the Simplicity Plan doesn’t signify the end of Verizon’s myPlan structure though, primarily because Simplicity does not feature multi-line discounts. As a result, Verizon will continue to support customers who need more than one line with its myPlan offers.
Verizon debuted Verizon One on the same day it launched the Simplicity Plan. Verizon One combines mobile and home Internet for $70/mo (with auto pay) on a single bill with taxes and fees included and represents the biggest step Verizon has taken in its shift toward a deeper presence in the convergence market. Available to new customers, Verizon One bundles a single smartphone line for customers who bring their own 4G/5G smartphone with one of the following: Fios 500 Mbps, 5G Home Plus (up to 150 Mbps download speeds), or Verizon Home Internet Lite Extra, depending on availability. Customers can opt for additional lines at $30/mo per line and upgrade to Fios 1 Gig or 2 Gig service (where available) for bundled pricing of $85/mo and $95/mo, respectively. Verizon’s new loyalty plan is available to all postpaid customers on any plan by opting into the loyalty program on the My Verizon app, where customers get free activation and upgrades, offers that equate to a savings of up to $40 per device. With Verizon Shine, customers get benefits and prizes every Monday, while Verizon Dollars offers users 3% back in the company’s currency each month (starting in July) that can be redeemed for devices, accessories, or products from top brands and which Verizon touted as the best in the industry.
Recon Analytics founder Roger Entner wrote in a LightReading piece that the new products show Schulman’s influence as he seeks to replicate a strategy he employed at Virgin Mobile that involves hand-picking the best ideas in the industry then rolling them out in better packages. Entner also pointed out that Verizon One follows the launch of AT&T’s OneConnect bundle in March 2026, but at price point that’s $20/mo cheaper, while Simplicity appears very similar to AT&T’s Build-A-Plan, and Verizon Shine mimics T-Mobile Tuesdays, which has been around for a decades. But Entner concluded that Verizon’s new plans and customer loyalty perks are the right strategy to close its significant value gap between positive customers experience ratings and negative value perceptions.
