Hyperoptic's fibre broadband customers are to receive a free speed boost.
From 25th October, users on its 20Mbps fibre broadband and phone package will receive speeds of up to 30Mbps, while those on its 100Mbps fibre broadband and phone service will get speeds of 150Mbps.
The services will cost new customers £19 and £29 a month respectively for a year, with prices subsequently going up to £25 and £38.
Hyperoptic believes the move helps position it as "the challenger brand" to the likes of BT, Sky and Virgin Media.
"All three of those companies have been guilty of advertising their services as fibre when they simply provide fibre to the street cabinet," said Steve Holford, Chief Customer Officer at Hyperoptic.
"Because our fibre runs right to the building, our speeds run over three times faster than Virgin Media and 13 times than BT and Sky. That’s the Hyperoptic difference."
Hyperoptic went on to note that its services, which are currently available in 28 UK cities, are 27 times faster than the average speed a British consumer receives today.
The company also pointed out that its upload speeds are typically the same as download speeds, which means its services are "perfect for sharing large videos on social media".
This is part of a wider effort by Hyperoptic to reinvigorate its brand, which includes a new logo and a "manifesto" commitment to putting an "end to broadband bottlenecks" to deliver fibre broadband "once and for all".
Hyperoptic is aiming to extend its 1,000Mbps full-fibre service to two million homes by 2022 and has secured £100 million from four European banks to fund a larger-scale deployment.