Likewize
Likewize is a privately held technology-protection and device-lifecycle services company formerly known as Brightstar Corp.
Last updated August 25, 2026
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Overview
Likewize is a privately held American company that provides protection and lifecycle services for smartphones, tablets, laptops, and other connected devices. The business began operations in 1997 under the name Brightstar Corp., founded by entrepreneur Marcelo Claure. It developed from a wireless-industry services company into a broader provider serving telecommunications operators, banks, retailers, device manufacturers, and other commercial partners. The company’s services cover several stages of the technology lifecycle. Its protection activities include mobile-device insurance, extended warranties, and related programs intended to reduce the financial impact of loss, theft, accidental damage, or technical failure. Its repair operations include both store-based and mobile or “come-to-you” repair models. Likewize also supports device upgrades and trade-ins, helping partners recover residual value from used equipment and facilitating the movement of devices into resale, refurbishment, or recycling channels. Technical support is another part of the portfolio, extending beyond the original sale of a device into continuing customer assistance. Brightstar expanded through acquisitions and strategic investments. In 2011, it acquired eSecuritel, a U.S. mobile-phone insurance provider. SoftBank purchased a 57 percent stake in Brightstar in 2013 for $1.26 billion, giving the Japanese telecommunications and technology group a controlling interest. Brightstar subsequently acquired or invested in businesses connected with mobile distribution, used-device sales, insurance, and repair, including 20:20 Mobile, a majority stake in Beetel Teletech, Next Wireless Group, Risk Insure, and WeFix. These transactions broadened the company’s capabilities and geographic reach. Leadership changed several times during the Brightstar period. Marcelo Claure was succeeded as chief executive by Jaymin Patel in 2015. Patel left the role in 2018, after which CFO Reza Taleghani served as interim CEO. Rod Millar was serving as chief executive by 2019. In 2020, SoftBank sold Brightstar to Brightstar Capital Partners for an undisclosed amount, returning the company to private-equity ownership. In 2021, Brightstar announced that it would rebrand as Likewize. The new identity was intended to represent a broader technology-services proposition organized around four capabilities: Protect, Repair, Upgrade, and Support. The rebrand positioned the company less as a wireless distribution or insurance specialist and more as an end-to-end partner for the management of connected devices throughout their useful lives. The company’s services include insurance and warranty programs, repair, trade-in, recycling, and technical support delivered through commercial partners. Likewize remains headquartered in Dallas and operates internationally. In 2022, Genstar Capital joined Brightstar Capital Partners in leading the company’s next stage of growth. In 2023, Likewize was recognized by the Mobile Industry Awards as the best mobile or gadget insurance provider for the third consecutive year, according to the company’s Wikipedia entry. Its market position is based primarily on business-to-business partnerships rather than direct-to-consumer retail branding: Likewize supplies infrastructure, programs, operations, and specialist services that telecommunications companies, banks, carriers, and retailers can offer to their own customers.
History
Likewize began in 1997 as Brightstar Corp., founded by Marcelo Claure. The company initially built its business around the wireless sector, serving commercial partners involved in mobile-device distribution and related services. Over time, its activities expanded beyond distribution into insurance, warranties, repair, used-device sales, trade-ins, recycling, and technical support. A significant early expansion came in April 2011, when Brightstar acquired eSecuritel, a mobile-phone insurance provider based in Alpharetta, Georgia. The transaction strengthened Brightstar’s ability to provide protection programs for wireless customers and commercial partners. In October 2013, SoftBank paid $1.26 billion for a 57 percent interest in Brightstar. This investment placed Brightstar under the control of the Japanese telecommunications and technology group and supported its international development. Brightstar continued expanding in Europe and Asia. In February 2014, it completed the acquisition of 20:20 Mobile, a European mobile provider. Later that year, Brightstar and Bharti Enterprises announced an agreement for Brightstar to acquire a majority stake in Beetel Teletech, a Bharti company. These moves increased Brightstar’s involvement in regional mobile distribution and related commercial infrastructure. Leadership changed in February 2015, when Jaymin Patel became chief executive in succession to Claure. In June 2018, Brightstar acquired Next Wireless Group, an online seller of used smartphones. The transaction was consistent with the company’s growing involvement in the secondary market for devices, including resale and recovery of value from used equipment. Patel resigned as chief executive in August 2018, and Reza Taleghani, then Brightstar’s chief financial officer, became interim CEO. Rod Millar was serving as chief executive by June 2019. Brightstar added further insurance and repair capabilities through acquisitions. In November 2019, it acquired Risk Insure, a transaction described as broadening the company’s wireless-industry portfolio. In April 2020, Brightstar acquired WeFix, strengthening its repair offering. In September 2020, SoftBank sold Brightstar to Brightstar Capital Partners for an undisclosed amount. The sale returned the company to private-equity ownership after SoftBank’s period as controlling shareholder. In September 2021, Brightstar announced a corporate rebrand and adopted the name Likewize. The new identity reflected a strategic shift toward an integrated technology-services proposition. Likewize presented its capabilities through four themes: Protect, Repair, Upgrade, and Support. These themes encompass insurance and warranties, in-store and mobile repair, trade-in and upgrade programs, recycling, refurbishment, and technical assistance. The rebrand marked a move away from an identity associated primarily with wireless distribution toward a broader device-lifecycle model. In November 2022, Genstar Capital joined Likewize’s existing private-equity investor, Brightstar Capital Partners, in leading the company’s next phase of growth. Likewize is headquartered in Dallas, Texas, and operates in more than 30 countries. Its customers and commercial partners include telecommunications companies, banks, carriers, and retailers. Rather than relying mainly on direct consumer recognition, the company generally operates as an infrastructure and services partner whose programs can be offered through established consumer-facing brands. The company’s current service model addresses the full period from device acquisition through use, repair, replacement, upgrade, resale, and recycling. This model gives partners tools to improve customer retention, manage claims and repairs, and recover value from returned devices. In 2023, Likewize was recognized at the Mobile Industry Awards as the best mobile or gadget insurance provider for the third consecutive year, according to the referenced account.
- 2022
Genstar Capital joins ownership group
[1]Genstar Capital joined Brightstar Capital Partners in leading Likewize’s next growth phase.
- 2021
Rebrand to Likewize
[1]Brightstar adopted the Likewize name and emphasized Protect, Repair, Upgrade, and Support services.
- 2020
WeFix acquisition and change in ownership
[1]Brightstar acquired WeFix and SoftBank sold the company to Brightstar Capital Partners.
- 2019
Risk Insure acquisition
[1]Brightstar acquired Risk Insure to broaden its wireless-industry service portfolio.
- 2018
Next Wireless Group acquisition and CEO transition
[1]Brightstar acquired Next Wireless Group, while Jaymin Patel later left the CEO role and Reza Taleghani became interim chief executive.
- 2015
Jaymin Patel becomes CEO
[1]Jaymin Patel succeeded Marcelo Claure as chief executive.
- 2014
Expansion through 20:20 Mobile and Beetel Teletech
[1]Brightstar completed its acquisition of 20:20 Mobile and announced an agreement to acquire a majority stake in Beetel Teletech.
- 2013
SoftBank takes a controlling stake
[1]SoftBank acquired a 57 percent stake in Brightstar for $1.26 billion.
- 2011
Acquisition of eSecuritel
[1]Brightstar acquired the U.S. mobile-phone insurance provider eSecuritel.
- 1997
Brightstar is founded
[1]Marcelo Claure founded Brightstar Corp., the company that later became Likewize.
Products and positioning
A business-to-business technology-lifecycle services partner that helps telecommunications companies, banks, carriers, retailers, and other organizations protect, repair, upgrade, support, and recover value from connected devices.
Insurance and warranties
Device protection
Likewize provides mobile-device insurance and warranty programs for smartphones, tablets, laptops, and other connected devices. These programs are generally delivered through partner organizations such as carriers, telecommunications companies, banks, and retailers rather than marketed solely as direct consumer products.
Device repair
Repair services
The company offers repair capabilities intended to keep connected devices in service after accidental damage or technical problems. Its operating model includes repair delivered through stores as well as mobile or come-to-you services, supported by the company’s expansion into repair businesses.
Device lifecycle management
Upgrade and trade-in services
Likewize supports device upgrades and trade-ins by helping partners manage returned equipment and transition customers to replacement devices. These services can help recover residual value through resale or refurbishment while supporting recurring upgrade relationships.
Circular technology services
Recycling and refurbishment
Likewize includes recycling and device-value-recovery activities within its broader lifecycle proposition. Returned devices may be assessed for reuse, resale, refurbishment, or recycling, allowing commercial partners to manage equipment after customers exchange or replace it.
Technology support
Technical support
The Support capability provides continuing assistance for connected devices beyond the initial sale. It is positioned as a partner service that can help carriers, retailers, banks, and other organizations assist customers with device-related issues.
Brand decisions
2022
Add Genstar Capital to the ownership groupM&ABackground
Likewize was preparing for another phase of expansion under private-equity ownership.
Action taken
Genstar Capital joined Brightstar Capital Partners in leading Likewize’s next phase of growth.
Aftermath
The company continued operating as a privately held international provider of device-lifecycle services.
2021
Rebrand from Brightstar to LikewizeStrategyBackground
The company sought to present itself as a broader technology-services provider rather than primarily as a wireless distribution business.
Action taken
Brightstar adopted the Likewize name and organized its offering around Protect, Repair, Upgrade, and Support.
Aftermath
The rebrand emphasized integrated device protection, repair, trade-in, recycling, and support services for commercial partners.
2020
Change ownership from SoftBank to Brightstar Capital PartnersM&ABackground
After SoftBank’s period as controlling shareholder, Brightstar required a new ownership structure for its next phase.
Action taken
SoftBank sold Brightstar to Brightstar Capital Partners for an undisclosed amount.
Aftermath
The company returned to private-equity ownership and subsequently continued its repositioning under the Likewize identity.
2013
Accept SoftBank’s controlling investmentM&ABackground
Brightstar was expanding internationally and SoftBank sought a substantial strategic position in the wireless-services company.
Action taken
SoftBank purchased a 57 percent stake in Brightstar for $1.26 billion.
Aftermath
SoftBank became the company’s controlling shareholder until it sold Brightstar to Brightstar Capital Partners in 2020.
Investment value. $1.26 billion (October 2013)
Recent events
- Unconfirmed
Optus agrees to sell Optus Insurance Services to Likewize[2]
Optus entered into an agreement to sell all shares in its subsidiary Optus Insurance Services to Likewize. The transaction was expected to complete in the second quarter of 2022, subject to regulatory approval.
Brightstar rebrands as Likewize[3]
Reported:
Brightstar announced a comprehensive company rebrand under the new name Likewize, describing a transformation from a mobile phone distributor to a technology protection and support provider.
Likewize fulfillment center opens in Dallas-Fort Worth[3]
Reported:
Likewize announced the opening of a new fulfillment center in the Dallas-Fort Worth metropolitan area. The facility is intended to support growth, customer experience and the company's U.S. footprint, and is projected to create 500 local jobs.
Sources3 sources
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