Proof Lab Challenge, Subify wins.
As subscription costs continue to rise for digital tools used by students, creators, and professionals, Subify a Lagos-built platform helping people coordinate shared subscription bills has won the 2026 Proof Lab experiment following its appearance at Tech Revolution Africa 2.0 in Lagos. After a live experiment presentation judged by a four-member panel, angel investor Ashley Barrett awarded Subify $2,000.
Subify was also announced the winner of the Proof Lab challenge on Friday, February 13, 2026, receiving $2,000 in support. The recognition capped off a multi-stage selection process that began with Tech Revolution Africa 2.0, where Subify’s co-founder and CEO, Israel Oladipupo Ogunseye, pitched the startup during the Startup Fest segment and placed second in the pitch competition.
Following the pitch, Subify was selected as one of three startups invited into the Proof Lab experiment, a one-week sprint focused on testing product execution and the ability to ship 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).
Subify’s story began in late 2021 as a WhatsApp group where friends sought to reduce the burden of paying for subscriptions individually. What started informally soon revealed a larger pattern: coordination was hard, trust was fragile, and manually tracking payments was exhausting. That early experience became the foundation for Subify, which officially launched on usesubify.com in October 2025.
“What surprised us early was how emotional subscription sharing can get; it’s not just money, it’s trust. People don’t like chasing friends or feeling embarrassed. We built Subify to remove that tension and make the experience feel simple again”. Ogunseye Elizaebth Anuoluwapo, Co-founder and CMO,
Building the Infrastructure for Shared Access
Subify helps users coordinate shared subscription costs and manage group payments more easily, particularly for digital tools people genuinely need, from work and learning to productivity and creativity. The company notes that it encourages responsible sharing within plan terms and group agreements, and is focused on improving trust and transparency across the experience.
“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.”
Subify says its next phase will focus on strengthening trust and verification, expanding the supported subscription categories, and building partnerships to help shared access scale responsibly.
About Subify
Subify is a Lagos-built subscription-sharing and bill coordination platform designed to help users manage shared subscription costs more effectively. Subify began as a community-led workaround in 2021 and launched officially in October 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.
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