GFiber Drops ‘Google’ from Name as Astound Merger Nears
The rebrand comes as the company prepares for a major ownership change.
March 30, 2026 – Google Fiber has formally rebranded as GFiber, adopting a name it has used informally for more than a year as it prepares to merge with Astound Broadband.
In an email to subscribers sent Thursday, the company said the rebrand does not signal changes to pricing, speeds, or service, but framed the transaction expected in the fourth quarter of 2026 as a step toward greater operational and financial independence.
GFiber Chief Growth Officer Melani Griffith wrote in a blog post the updated branding reflects the company’s emphasis on customer experience in addition to speed and pricing.
