By Juliet Umeh

Subify, a Lagos-based platform simplifying shared subscription payments for students, creators, and professionals, has emerged victorious in the 2026 Proof Lab experiment, earning a $2,000 angel investment from investor Ashley Barrett following a high-stakes live presentation.

The win was announced 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, securing second place in the pitch competition.

That 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 ability to perform under real pressure.

Representing Subify 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 Subify’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. What began as an informal workaround quickly revealed deeper issues: manual tracking was exhausting, trust eroded easily, and chasing payments created unnecessary tension. That experience inspired the creation of Subify, which officially launched on usesubify in October 2025.

“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.”

Subify 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 angel award from Ashley Barrett provides critical early capital and validation as Subify prepares its next phase of growth. The team plans to focus on strengthening trust and verification features, expanding supported subscription categories, and forging strategic partnerships to scale shared access responsibly.

Subify is an independent platform dedicated to helping users manage shared subscription payments more effectively. The company is not affiliated with, endorsed by, or partnered with any third-party subscription providers.