Firm wins Proof Lab experiment at Tech Revolution Africa
Subify, a Lagos-based platform that simplifies shared subscription payments for students, creators, and professionals, has emerged victorious in the 2026 Proof Lab experiment, securing a $2,000 investment from investor Ashley
Subify, a Lagos-based platform that simplifies shared subscription payments for students, creators, and professionals, has emerged victorious in the 2026 Proof Lab experiment, securing a $2,000 investment from investor Ashley Barrett following a high-stakes live presentation.
The announcement came after Subify’s founding team delivered a compelling demonstration at Tech Revolution Africa 2.0 in Lagos. Co-founder and CEO, Israel Oladipupo Ogunseye, initially pitched the startup during the Startup Fest segment, earning second place in the competition.
This performance earned Subify one of three coveted spots in the Proof Lab experiment—a rigorous one-week sprint designed to test product execution, speed to ship, and performance under real-world pressure.
Representing Subify at the event were the full founding team: Israel Oladipupo Ogunseye (Co-founder/CEO), Elizabeth Anuoluwapo Ogunseye (Co-founder/CMO), and David Akinmoyede (Co-founder/CTO).
Their live presentation before a four-member judging panel showcased the firm's ability to solve a growing pain point: the rising cost of digital tools and the friction of coordinating group payments.
The idea for Subify originated in late 2021 when friends in a WhatsApp group struggled to fairly split subscription bills for tools they used daily.
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“What surprised us early was how emotional subscription sharing can get; it’s not just money, it’s trust,” said Elizabeth Anuoluwapo Ogunseye, Co-founder and CMO. “People don’t like chasing friends, and they don’t like feeling embarrassed. We built Subify to remove that tension and make the experience feel simple again.”
It enables users to coordinate shared subscription costs and manage group payments more effectively for essential digital tools used in work, learning, productivity, and creativity.
The platform emphasizes responsible sharing within plan terms and group agreements, prioritizing trust, transparency, and reliability.
“When you’re dealing with shared bills, reliability isn’t optional,” said David Akinmoyede, Co-founder and CTO. “Our job is to build a system that removes confusion, no ‘who paid?’ drama, no missing steps; just clear coordination people can rely on.”
The $2,000 award from Ashley Barrett provides critical early capital and validation as Subify prepares its next phase of growth.
