South Florida's MyBundle Takes Its Bundling Playbook From Streaming to Mobile Phones

MIAMI — Streaming was supposed to make TV simpler. For a lot of households, it turned into a pile of subscriptions, a hunt across apps for one show, and another line on the credit card statement. South Florida-based MyBundle built its business around that confusion. Now it is applying the same playbook to cell phones.

The company recently launched MyBundle Mobile, a wireless service designed to help smaller internet providers compete with telecom giants such as Comcast and Verizon, Refresh Miami reported on Oct. 26.

From TV Guide to Partner Platform

MyBundle started as a consumer tool for finding and managing streaming services. It offers personalized streaming recommendations and a mobile app that works as a TV guide.

Over time, the company has leaned into a different customer: independent internet providers. MyBundle helps those providers offer streaming subscriptions and promotional credits to their subscribers. The logic is simple. A customer who gets streaming perks through their internet provider has one more reason not to switch.

“We’re working with about 300 internet providers across the country,” founder and CEO Jason Cohen told Refresh Miami. Together, those partners serve roughly 11 million customers. Cohen was careful to note that figure is the providers’ combined customer base, not MyBundle’s own active users.

How MyBundle Mobile Works

MyBundle Mobile plans start at $20 per month. Customers who come through a participating internet provider get discounted rates, and providers can subsidize plans further, potentially offering mobile service at little or no cost to some customers.

The key difference from a typical white-label deal is that MyBundle runs the mobile offering itself. Smaller providers do not have to build a wireless business, handle billing or staff a support line. They get a bundle to sell; MyBundle does the operating.

Cohen described the approach as “almost like by synthetically bundling these other services,” a way for regional providers to make their internet plans more attractive without launching new business lines of their own.

That matters because bundling is one of the biggest advantages large carriers have. A household that gets internet, TV and phone from one company is less likely to shop around. MyBundle is effectively offering smaller providers a way to match that package.

A Lean Team, Amplified by AI

MyBundle has raised about $10 million to date and employs 10 people. Cohen said revenue has roughly doubled since the company’s 2023 seed round, according to the report.

Part of how a 10-person company ships a new wireless product is AI. Cohen credited his brother Danny Cohen, MyBundle’s co-founder and CTO, with leading the company’s adoption of AI-powered development tools. He estimated those tools give the team the productivity of four or five additional developers.

That is a theme showing up across Miami’s startup scene: small teams using AI to cover work that once required much larger engineering departments. Cohen told Refresh Miami he sees South Florida becoming an increasingly attractive place to build tech companies, especially as AI lets founders do more with fewer people.

The Bigger Bet

Cohen also sees a larger shift coming in entertainment. As AI lowers the cost of producing content, he expects a flood of new shows and channels, which will make it even harder for viewers to find what they want.

“The streaming wars haven’t even begun,” he said.

If that happens, independent discovery tools could become more valuable, especially since each streaming service tends to recommend titles from its own catalog. A neutral guide that spans services is exactly the position MyBundle has been building toward.

Lessons for Founders

MyBundle’s evolution offers a few practical takeaways for South Florida entrepreneurs:

• Follow the paying customer. The company began with consumers but found stronger economics serving internet providers that want to reduce churn.
• Sell outcomes, not features. Providers are not really buying streaming credits or phone plans. They are buying customers who stay.
• Take on the hard operations. By running billing and support for the mobile product, MyBundle removed the main reason a small provider would say no.
• Let tools stretch the team. AI coding tools let a 10-person company take on a product launch that once would have demanded more hires.

Whether MyBundle Mobile takes off will depend on how many of its roughly 300 partners decide to offer it. But the move shows how a South Florida startup can grow by helping the little guys compete with the giants, one bundle at a time.

Source: Refresh Miami.