Zen Internet has reduced the installation cost for its fibre-to-the-cabinet (FTTC) broadband service, enabling customers to save money when joining the firm.
New subscribers are now required to pay £48 including VAT, down from the normal price of £110.40, to set up their connection.
The broadband provider said the fee has been cut to make it easier for households to sign up for super-fast download speeds.
"Fibre is only going to grow in scale and importance over the coming years," said Richard Tang, Managing Director at Zen Internet.
"So to make it even easier for customers to access Zen’s award winning fibre-optic broadband services, we are reducing the installation cost to less than half price."
Meanwhile, the broadband provider is continuing to extend its UK network coverage, with an investment of £3.5 million set to bring Zen fibre broadband within reach of six million homes and businesses.
“Expanding our own network reflects our long-term plan to deliver competitively-priced services directly to our customers in what is a highly price-sensitive market," said Mr Tang.
"We believe we have the strongest portfolio of fibre-optic broadband products in the UK, having worked with BT since the initial fibre-optic broadband trials."