Subify, a Lagos-built platform helping people coordinate shared subscription bills and access premium digital services more affordably, has been named winner of the 2026 Proof Lab experiment following its appearance at Tech Revolution Africa 2.0 in Lagos.
Subify first got its start in late 2021 not as an app, but as a simple WhatsApp group where friends tried to stop subscriptions from quietly draining their wallets with over 1000 active customers. Over time, the group grew, the coordination became stressful, and the need for a proper system became obvious. That early “group workaround” eventually became Subify, officially launched on usesubify.com in October 2025.
At Tech Revolution Africa 2.0 (held at Landmark Event Centre, Lagos), Subify’s co-founder and CEO, Israel Oladipupo Ogunseye, pitched the startup on stage as part of the Startup Fest segment of the conference. The Startup Fest featured a $1,500 non-equity funding prize for participating startups. Subify emerged as second place in the pitch competition (per event results).
Following the pitch, Subify was selected as one of three startups invited into the Proof Lab experiment, a one-week product sprint designed to test execution under pressure. Subify was represented by its founding team: Israel Oladipupo Ogunseye (Co-founder/CEO), Elizabeth Anuoluwapo Ogunseye (Co-founder/CMO), and David Akinmoyede (Co-founder/CTO).
On Friday, February 13, 2026, Subify presented the results of its one-week experiment during a live presentation judged by a four-member panel and was announced winner of the Proof Lab challenge, receiving $1,000 in support. Following the judging and live presentation, Subify was also awarded $2,000 by angel investor Ashley Barrett.
“I’m in Lagos for the first time, and giving back to founders is important to me,” said Ashley Barrett. “After watching the live judging, Subify felt like a team worth supporting, clear on the problem, sharp in execution, and ready for what’s next.”
“Subify started because we lived the problem, the awkward reminders, the trust issues, the manual tracking, the feeling that you’re paying full price for tools you genuinely need,” said Israel Oladipupo Ogunseye, Co-founder and CEO.
“This win is proof that what began as a simple WhatsApp workaround can become real infrastructure for how Africans access digital services.” said David Akinmoyede, Co-founder and CTO.
Subify helps users split the cost of eligible premium subscriptions and share bills with trusted friends and family, with a focus on structure, transparency, and ease of coordination. The company says its next phase will focus on improving trust and verification, expanding supported subscription categories, and building partnerships to power shared access at scale.
About Subify
Subify is a subscription-sharing and bill-splitting platform built to help users coordinate shared access to digital subscriptions and manage costs more effectively. Subify began as a community-led workaround in 2021 and launched officially in 2025.
Subify is an independent platform that helps users manage shared subscription payments. We are not affiliated with, endorsed by, or partnered with any third-party subscription providers mentioned.
Learn more at usesubify.com.
