SurgePays, Inc. (SURG): Marketing Mix Analysis [Dec-2025 Updated]

You're looking at a company that quietly built a massive distribution footprint serving the underbanked-that's the core story here. As a former head analyst, I see how the 4 Ps of the marketing mix for this fintech player, which projects about $150 million in 2025 total revenue, really map out its strategy. They aren't chasing Wall Street buzz; they are embedding their SaaS platform and subsidized wireless service deep inside over 12,000 convenience stores across the US. So, what exactly is the product they are pushing, how are they pricing this government-linked service, and why is their 'Place' strategy-the local bodega-the real secret sauce? Dive in below to see the precise breakdown of their Product, Place, Promotion, and Price strategy as we head into late 2025.

SurgePays, Inc. (SURG) - Marketing Mix: Product

You're looking at the core offerings of SurgePays, Inc. as of late 2025. The product suite is built around bridging the digital divide for underserved communities, primarily through mobile connectivity and embedded financial services at the retail level. It's a multi-channel approach where each product feeds the others, which is key to their strategy.

Fintech Platform (SaaS) for Independent Convenience Stores

The foundation of the retail product offering is the proprietary point-of-sale (POS) software platform, which acts as a Software as a Service (SaaS) for retail partners. This system converts independent convenience stores, bodegas, and grocery outlets into digital payment hubs. As of the third quarter of 2025, this prepaid POS fintech network was operating in over 9,000 locations nationwide. The platform enables retailers to process a range of high-demand digital transactions, which is a significant product feature.

The goal for this distribution network is aggressive scaling. Management has stated a near-term goal to reach 100,000 retail locations operating on the SurgePays platform. Furthermore, the dedicated ClearLine SaaS product, which is part of this ecosystem, was in a pilot phase across 17 Market Basket locations as of October 2025. The platform service revenue itself showed strong growth, generating $9.2 million in the second quarter of 2025, up from $2.5 million in the second quarter of 2024.

SurgePhone Wireless (Transitioning from ACP)

The wireless product line is segmented into subsidized and non-subsidized offerings, reflecting the end of the Affordable Connectivity Program (ACP) in 2024. The primary subsidized offering is through the Torch Wireless brand, which leverages the ongoing federal Lifeline program. This provides a stable, predictable recurring revenue base. Revenue from Torch Wireless grew substantially year-over-year, reaching $5.6 million in the third quarter of 2025, up from virtually zero in the third quarter of 2024. As of Q3 2025, Torch Wireless served over 125,000 subscribers.

The non-subsidized product is LinkUp Mobile, which fully launched in April 2025 after the company completed its nationwide integration with the AT&T network on April 1, 2025. This prepaid brand surpassed 95,000 recurring active subscribers by the end of the third quarter of 2025. The company shipped over 250,000 SIMs for the LinkUp Mobile platform to customers and retail partners.

The growth trajectory for the subsidized brand is steep; Torch Wireless activations went from 20,000 in June 2025 to 57,000 in July 2025, with expectations to hit an 80,000 to 90,000 monthly activation run rate by September 2025.

Prepaid Products

The prepaid product suite is deeply embedded within the POS platform, moving beyond just wireless top-ups. The fintech system allows retailers to process mobile airtime refills, debit card reloads, prepaid financial services, and traditional bill payment options. This is a critical component for driving transaction volume at the retail partner level. The prepaid top-up revenue stream itself has seen significant acceleration, growing from approximately $1 million per month to between $1 million and $5 million per month by the third quarter of 2025.

Here's a look at the scale of the wireless subscriber base driving recurring revenue:

Proprietary Point-of-Sale (POS) Hardware and Software

The POS hardware and software are the physical and digital interface for the fintech services. The software platform is the core product that enables the transaction ecosystem. As of early 2025, the distribution network utilizing this platform was nearly 9,000 convenience and community stores. The platform's capability to drive prepaid wireless top-up revenue saw a growth of over 400% from Q1 to Q2 2024.

The product strategy relies on this embedded distribution model. The company is also expanding its offerings by evolving into a data intelligence and digital marketplace platform. This involves launching a new Growth Marketing and Data Partnerships Division to transform consumer data from these interactions into high-margin revenue streams.

• Proprietary platform enables:
• SIM activations for wireless products.
• Prepaid top-ups and mobile airtime refills.
• Digital financial transactions, including bill payments.
• The platform is deployed in thousands of retail locations.

SurgePays, Inc. (SURG) - Marketing Mix: Place

You're looking at how SurgePays, Inc. (SURG) gets its wireless and fintech products into the hands of the underserved consumer base across the United States. Place, or distribution, is about making sure their services are available where and when that specific customer needs them, which for SurgePays, Inc. means a heavy focus on physical retail points combined with digital access.

The core of the physical distribution strategy relies on an established, high-touch retail footprint. This is where the company turns everyday neighborhood spots into service hubs for mobile connectivity and financial transactions. You'll see this strategy reflected in the following key distribution elements:

• Extensive network of over 12,000 independent convenience stores and bodegas.
• Direct-to-consumer online enrollment for wireless services.
• Proprietary SurgePays POS terminals installed at partner locations.
• US-centric distribution targeting underserved urban and rural areas.

The physical network is the engine for their prepaid top-up and activation revenue. As of the third quarter of 2025, the prepaid POS fintech network was driving recurring transaction revenue from over 9,000 locations. This network, which includes convenience stores, bodegas, and other neighborhood retailers, is where the company converts everyday financial transactions into long-term customer value opportunities. Honestly, the goal here is to be the default point of sale for essential services in these communities.

The company is actively working to scale this physical presence significantly. The near-term goal for the platform is to expand to 100,000 retail locations, leveraging both organic growth and new distribution agreements, such as those with major distributors like HT Hackney. This shows you they view the existing store count as just the starting line for their physical reach.

For the digital side, the distribution isn't limited to the physical terminal. SurgePays, Inc. is positioned to grow across both retail and online channels. This direct-to-consumer access is crucial for their wireless brands, like LinkUp Mobile, which had surpassed 95,000 recurring active subscribers by the end of the third quarter of 2025, driven by expanded retail distribution and competitive pricing. The company's strategy is to combine this physical deployment with digital marketplace evolution to serve the underserved population.

Here's a quick look at the scale of the key distribution and customer metrics as of late 2025, based on the latest reported figures:

The proprietary POS terminals are the physical manifestation of the Place strategy, enabling SIM activations, top-ups, and digital financial transactions right at the counter. This embedded distribution model is what turns independent convenience stores into digital payment hubs for the unbanked and underbanked. If onboarding at these retail points takes longer than expected, churn risk rises for new wireless activations, so speed here is defintely key.

Finance: draft 13-week cash view by Friday.

SurgePays, Inc. (SURG) - Marketing Mix: Promotion

Promotion for SurgePays, Inc. (SURG) centers on driving adoption of its technology platforms through targeted, channel-specific outreach rather than broad mass-media spending. The strategy is deeply integrated with its distribution and service delivery models.

B2B sales force drives C-store platform adoption and expansion.

The B2B sales efforts focus on onboarding retail partners to deploy the proprietary point-of-sale (POS) platform, which facilitates wireless activations, top-ups, and fintech transactions. This direct sales push is aimed at scaling the physical footprint where services are offered. The Company's near-term goal is to expand its platform deployment to 100,000 retail locations. This effort builds upon existing infrastructure, which is already deployed nationwide in thousands of retail locations. Strategic distribution partnerships are a key promotional outcome of this B2B focus; for instance, agreements with partners like HT Hackney service more than 40,000 retail locations. Furthermore, the newer ClearLine SaaS offering is being promoted through targeted pilots, such as the active deployment in 17 Market Basket locations.

Direct marketing and enrollment agents for ACP/Lifeline wireless sign-ups.

Promotion for the wireless services, particularly the government-subsidized Torch Wireless (Lifeline) brand, relies heavily on in-store execution and targeted marketing efforts, which implies a significant role for enrollment agents and local promotional materials. The success of this channel is evident in the Q3 2025 results: Torch Wireless revenue grew to $5.6 million, supporting over 125,000 subscribers. The acceleration in new enrollments suggests effective direct marketing; activations for the Lifeline program reached 57,000 in July 2025, with projections hitting 80,000 to 90,000 ongoing activations per month by September 2025, equating to approximately 3,000 per day. The non-subsidized LinkUp Mobile brand also shows traction from these distribution and marketing pushes, surpassing 95,000 recurring active subscribers by the end of Q3 2025.

Investor relations and financial news coverage to boost market visability.

Market visibility is driven by consistent reporting of strong operational performance through investor relations activities. The Q3 2025 financial results showed Net Revenue of $18.7 million, representing a 292% increase year-over-year and 62% sequentially. The Company is actively promoting its future growth trajectory by reiterating its 2026 full-year revenue guidance of $225 million. Management commentary during these investor events emphasizes the synergistic, multi-channel growth platform as a key differentiator. Financial discipline is also promoted, evidenced by Selling, General & Administrative (SG&A) expenses improving 32.5% year-over-year to $4.2 million in Q3 2025. As of early December 2025, the market capitalization stood at $38.51M.

Focus on point-of-sale visibility and in-store signage over mass-media ads.

The promotional emphasis is clearly on the physical point-of-sale (POS) environment, where the customer is actively transacting, rather than expensive, broad mass-media advertising. The POS platform itself acts as a primary promotional tool, driving transaction volume and customer loyalty. This is reflected in the growth of prepaid top-up revenue, which increased from approximately $1 million to $5 million per month. The ClearLine SaaS product specifically utilizes in-store assets for promotion, including stand signs with QR/NFC links to retailer-branded landing pages offering coupons and loyalty programs.

The success metrics tied to in-store promotional execution include:

• Torch Wireless (Lifeline) Q3 2025 Revenue: $5.6 million.
• LinkUp Mobile Recurring Active Subscribers (End of Q3 2025): Over 95,000.
• Prepaid Top-Up Monthly Revenue Growth: From ~$1 million to $5 million.
• MVNE Partners Onboarded: Three.

The overall revenue for Q3 2025 reached $18.7 million, demonstrating the effectiveness of this retail-centric promotional mix.

SurgePays, Inc. (SURG) - Marketing Mix: Price

Price for SurgePays, Inc. (SURG) centers on a dual-stream approach, reflecting both its fintech transaction services and its wireless offerings, which are heavily influenced by government subsidy transitions.

The core pricing mechanism for the fintech platform utilizes a transaction-fee-based revenue model for usage across its proprietary point-of-sale (POS) network. This model drives recurring revenue from everyday financial transactions at the checkout counter.

The wireless segment's pricing strategy reflects a significant shift following the conclusion of federal support. Wireless revenue was heavily subsidized by the Affordable Connectivity Program (ACP), which generated over $240 million in revenue for SurgePays during its operation, but funding for ACP ceased in 2024.

For qualifying consumers, SurgePays offers low-cost or no-cost wireless plans through its Torch Wireless brand, which now operates under the Lifeline program. The federal reimbursement for these subsidized plans is cited at $9.25/month for SIM-only enrollment.

The company's overall financial expectation for the period is outlined by a projected 2025 total revenue of approximately $150 million.

The pricing structure for retail partners involves earning a commission on all prepaid product sales processed through the POS platform. This commission structure is designed to be highly attractive, as commissions and revenue share from complementary product sales are reported to quickly cover the cost of each lead generated for subscriber acquisition.

Here's a look at the recent and projected financial metrics underpinning the pricing strategy:

The shift in revenue generation is evident in the platform service revenue growth, which reached $9.2 million in Q2 2025, compared to $2.5 million in Q2 2024. This demonstrates the increasing monetization of the fintech and prepaid top-up ecosystem.

The strategy aims for a data-driven model where subscriber acquisition costs are minimized through partner economics. Key components of this pricing and cost structure include:

• Commissions from complementary product sales cover lead costs.
• The goal is to eliminate acquisition costs altogether at scale.
• Retail locations on the fintech POS network span over 9,000.
• The company is transitioning from field sales to a lead-generation model.
• The data-driven approach shortens the timeframe for a customer to become profitable.