Entrepreneur and former US presidential candidate Andrew Yang’s Noble Mobile has acquired SmartLess Mobile, a wireless service venture established by the creators of the SmartLess podcast and backed by Thomvest. The acquisition expands Noble’s digital wellness-focused wireless business as it seeks to scale its customer base and challenge conventional mobile service models.
Financial terms of the transaction were not disclosed.
Launched in September 2025, Noble Mobile offers subscribers cash-back rewards for reducing phone use. The company aims to differentiate its service from traditional wireless carriers by rewarding customers for spending less time on their devices rather than encouraging higher consumption.
Noble Mobile Expands Through Acquisitions
The SmartLess Mobile deal is Noble’s second acquisition this year, following its purchase of Helium Mobile in June 2026. As part of that transaction, Noble outlined plans to use the Helium Network to expand nationwide connectivity for its subscribers.
The acquisitions support Noble’s effort to bring more wireless customers onto its technology platform while expanding the services available to them.
“By bringing SmartLess Mobile into the fold, we’re scaling a wireless carrier that actually aligns its incentives with human well-being,” Yang said.
Paul McAleese, CEO of SmartLess Mobile, said the companies shared a focus on affordable connectivity and expected the combination to provide greater scale. He added that the partnership would help them challenge an industry in which customers may pay for services they do not fully need.
Existing SmartLess Mobile customers will retain their current plan pricing and gain access to Noble Mobile’s nationwide 5G coverage, customer support and digital wellness features. The companies did not disclose the number of subscribers affected by the acquisition or provide a timeline for completing the integration.
Cash Rewards for Reduced Phone Use
Noble’s business model links mobile connectivity with financial incentives for moderating smartphone use. The company says subscribers can earn up to $20 per month in cash back by using their phones less.
“Smartphones are incredible tools, but the business models built around them thrive on compulsive consumption and cognitive fatigue,” Yang said.
The company is positioning its approach as an alternative to conventional wireless offerings, which generally compete on network coverage, data allowances, pricing and service quality.
Noble also says its cash-back rewards grow at an annual rate of 5.5%. The announcement did not provide further details on how that growth is calculated or structured.
New Tools Track Digital Habits
Alongside its acquisition activity, Noble has introduced digital wellness features for individuals and families, including the Brain Rot Index (BRI), available through its mobile app.
The index tracks smartphone habits such as doomscrolling and phone pickups, translating screen-use patterns into a daily wellness score. The company presents the tool as a way to help users better understand and manage their device use.
Noble has also launched family-plan wellness leaderboards that track collective cash-back earnings and household Brain Rot scores. The features allow family members to compare their progress toward screen-time goals through monthly rankings and shared rewards.
The company has not disclosed independent data showing whether these tools have reduced screen time among subscribers.
Integration and Growth Outlook
The SmartLess Mobile acquisition gives Noble another opportunity to expand its customer base as it develops a wireless service that combines connectivity with digital wellness incentives.
However, the company has not disclosed subscriber figures, revenue projections or financial targets for its expanded business. Its growth will depend on integrating acquired customers, maintaining competitive network access and sustaining its rewards programme.
