Subex unveils brand refresh to mark AI pivot

ANGALORE: Subex is getting a makeover. The Bangalore-based telecom software company unveiled a refreshed brand identity on Tuesday, keeping its name but overhauling everything else as it stakes a claim to leadership in AI-powered telecommunications.

The rebrand introduces a new logo symbolising what the company calls “the convergence of business and technology,” alongside a modern visual system designed to project clarity, precision and innovation. But the cosmetic changes mask a deeper strategic shift: Subex is positioning itself as an AI-native player in an industry racing to automate everything from fraud detection to customer experience.

“This refreshed identity marks the start of Subex’s future-facing journey,” said managing director and chief executive Nisha Dutt. “We are bringing an AI-native portfolio to the market, anchored in our deep telecom domain knowledge. It is a bold reset that positions us to lead the next wave of intelligence-driven networks.”

The company has anchored its new brand around three pillars: fearless, seamless and fraud-free. The pitch to telecom operators is straightforward—Subex’s AI tools will help them launch new offerings confidently, manage business-to-business-to-consumer relationships without friction, and detect fraud across every digital touchpoint.

Founded in 1994, Subex has spent three decades helping communications service providers maximise revenue and profitability through business assurance, fraud management and partner ecosystem management. The company now powers over 300 installations across more than 100 countries.

For Subex, the rebrand isn’t just about looking modern—it’s about signalling a transformation from revenue protection specialist to AI-first platform player. Whether telecom operators buy the pitch will determine if the new logo translates into new business