Freedom Holding Corp, a U.S.-based company with operations in Kazakhstan, continues to expand its ecosystem by investing not only in the financial sector but also in telecommunications and lifestyle. These areas are becoming key to the company’s strategy, allowing it to create a unique ecosystem for customers and increase business capitalization.
“We see telecommunications as the foundation of any ecosystem. We already have a large customer base, which allows us to effectively reach the audience,” says Timur Turlov, the company’s founder and CEO.
One of the main vectors of Freedom Holding’s development is investment in the telecom business through Freedom Telecom. Kazakhstan’s telecom market has huge potential: half of the country’s households are not connected to broadband internet, and demand for digital services is growing rapidly.
Freedom Holding Corp is already actively developing infrastructure, focusing on fixed and Wi-Fi services. In the future, it plans to enter the mobile market through network-sharing models (MNO).
“Our mission at Freedom Telecom is to create a gigabit society by providing customers with seamless connectivity to an integrated ecosystem and outperforming the competition in all areas,” says Timur Turlov.
In addition, Freedom Telecom is considering integrating telecom services with the holding’s other services, which will reduce customer acquisition costs and increase their lifetime value.
“We will try to use synergies as much as possible, relying on existing user data. Our telecom business will bring even more customer data into the ecosystem,” Timur Turlov emphasizes.
Lifestyle Investments: Creating Comfort and Convenience
Freedom Holding also actively invests in lifestyle areas such as travel, e-commerce, and events. Lifestyle companies such as Aviata, Ticketon, and Arbuz are already integrated into the holding’s ecosystem, creating a closed-loop consumption system.
“Fintech combined with e-commerce can become a powerful, emotionally engaging platform. We strive to make our ecosystem not just a financial service but a place where people solve all their daily problems,” Timur Turlov notes.
Freedom Holding is also considering acquiring OLX and investing in other marketplaces to gain a significant share of the e-commerce sector.
“We are analyzing how we can become stronger as an ecosystem. If you look at our competitors, they are focusing on payments, fintech, and marketplaces. We need to have a strong position in these markets,” adds Turlov.
Synergy Between Telecommunications and Lifestyle
One of Freedom Holding’s key strategies is cross-selling between services. For example, customers who use Freedom’s telecom services gain access to special offers in travel and e-commerce. The more services a customer uses, the higher their engagement and loyalty.
“If a client uses two products in our ecosystem, their activity increases by 31%. If they use three, their lifetime value increases by 50%,” says Timur Turlov.
The Freedom SuperApp has become an important element of the loyalty strategy, integrating cashback programs with promotions, bonus programs, travel, and e-commerce services.
“SuperApp has a high ability to retain customers, which allows us not to spend money on re-attraction. The more services a customer uses, the more valuable they become to the ecosystem,” explains Turlov.
Freedom Holding will continue to expand its ecosystem by leveraging customer data and integrating new technologies. The company’s plans include expanding its Wi-Fi infrastructure, developing cloud solutions, and integrating new digital services.
“We are about halfway there. We have started the first phase, followed by the next phase, which will be completed by the end of 2026,” says Turlov.
Freedom also sees potential in combining telecom and insurance services to create additional benefits for customers. For example, using telecom infrastructure to monitor home security will allow customers to receive more favorable insurance conditions.
“If we can integrate traffic monitoring with car insurance, it will lower the cost of insurance and reduce fraud,” predicts Turlov.
Freedom Holding is creating not just a financial company but a full-fledged ecosystem in which telecommunications and lifestyle play a key role in ensuring business growth and customer convenience.
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