MOBicure

What MOBicure does

MOBicure Integrated Solutions Ltd is a Nigerian digital health company founded in 2015 by medical doctors Charles Akhimien and Emmanuel Owobu, headquartered in Lagos with a team of roughly ten people spanning operations, content, design, finance, counselling, and e-retail. The company addresses healthcare access gaps in Nigeria and across Africa through mobile technology, with a portfolio anchored on two consumer apps—myPaddi for youth sexual and reproductive health and OMOMi for maternal and child health—complemented by Jeje (health platform), UnboxED™ educational card games, and the Mobicure Foundation non-profit arm.

The technology stack is mobile-first and multi-modal, deliberately combining smartphone apps, SMS, Interactive Voice Recordings (IVR), and video content to serve users across varied connectivity and device profiles in African markets. myPaddi integrates an anonymous peer community ("The Zone"), real-time paid consultations with certified doctors and counsellors, and a discrete e-commerce storefront that ships contraceptives, HIV test kits, and sexual wellness products to 46 Nigerian cities plus Cairo, Toronto, Doha, and Nairobi. OMOMi delivers maternal and child health information to expectant and new mothers. Distribution is augmented by an in-person Adolescent Reproductive and Mental Health Awareness Project that runs in Nigerian secondary schools.

Revenue derives from three streams: freemium app subscriptions unlocking chat-a-doctor and chat-with-counsellor services, transactional e-commerce sales via the myPaddi Shop, and grant/award-supported outreach and content programming. Cumulative disclosed equity funding is approximately $467,632 across four rounds, the largest being a $300,000 raise in July 2022 from the Austrian Development Agency and the Kofi Annan Award for Innovation in Africa. Reported strategic partners include Startupbootcamp, WHO, USAID/USADF, the US Department of State, and the World Summit Awards.

Name

MOBicure

Legal name

Mobicure Integrated Solutions Ltd

Website

https://mobicure.biz

Company type

Private

Founded year

2015

Operating status

Operating

Headcount range

11–50 employees

Short description

MOBicure is a Nigerian digital health company operating mobile apps—myPaddi for youth sexual and reproductive health and OMOMi for maternal and child health—offering anonymous community support, paid chat consultations with doctors and counsellors, and discreet e-commerce across 16 African countries and select international cities.

Ownership category

akta.pro rank

Product category

Digital Health Platform

NAICS

Family Planning Centers (621410)

akta.pro primary industry

Contraception & Family Planning Telehealth (birth control, counseling, follow-up) (HLALAHAB)

akta.pro secondary industry

Home Diagnostic & Self-Test OTC Kits (HLAIADAO)

Keywords

• Digital health platform
• Mobile health solutions
• Sexual reproductive health
• Maternal child health
• Telehealth consultations

Headquarters

HQ city

Benin City

HQ country

Nigeria

HQ region

Africa

Offices1 record

Markets served

GTM type

B2C

Offering type

Software

Cost components

Technology or R&D, Personnel, Operations, Marketing or Sales, Supply Chain, Infrastructure

Revenue model

1. Freemium App Model: Core mobile apps (myPaddi, OMOMi) are free to use. Revenue is generated through premium subscription features including chat-a-doctor and chat-with-counsellor services.
2. E-commerce Sales: The myPaddi shop sells sexual and reproductive health products including HIV test kits, contraceptives, sex toys, BDSM kits, lingerie, and other sexual wellness products. Orders are placed through the app, online shop, and social media platforms with discreet delivery to 46 cities in Nigeria and 4 cities internationally (Cairo, Toronto, Doha, Nairobi).
3. Premium Subscriptions: Users pay subscription fees to access premium features such as private chats with doctors and certified therapists/counsellors.

Pricing tiers

Go-to-market motion2 records

Distribution channels4 records

Marketing channels5 records

Core offering

MOBicure builds and operates mobile-first digital health platforms—primarily myPaddi (sexual and reproductive health for young people), OMOMi (maternal and child health), and Jeje—offering anonymous peer community, real-time doctor and counselor chat, and a discreet e-commerce shop for sexual and reproductive health products delivered across Nigeria and select international cities. The company also sells the UnboxED™ series of educational card games and runs school-based outreach programs.

Product overview

MOBicure Integrated Solutions Ltd is a Nigerian digital health company operating as a multi-product platform with three core offerings: myPaddi (sexual and reproductive health platform for youth with anonymous chat, doctor/counselor consultations, and discreet e-commerce), OMOMi (maternal and child health application), and Jeje (health products). The company also operates Mobicure Foundation as its non-profit advocacy arm and sells UnboxED™ educational games. The products deploy via mobile technology including apps, SMS, Interactive Voice Recordings (IVRs), and videos to address healthcare gaps in Nigeria and across Africa.

Differentiator

Problem solved

Functional benefit

Brands

• myPaddi: Platform providing young people with access to accurate, bias-free resources on sexual and reproductive health, sexual rights, and sexual wellness while ensuring anonymity. Includes chat-a-doctor and chat-a-counselor features, plus an ecommerce shop.
• Omomi
• Jeje
• UnboxED™ Games

Products and services

• myPaddi Mobile app platform providing young people in Africa with anonymous, bias-free sexual and reproductive health resources, a live community (The Zone), access to certified doctors (chat-a-doctor) and counselors/therapists (chat-with-counsellor), audio content such as podcasts and erotic audio stories, and an integrated shop for sexual wellness products with discreet delivery.
• OMOMi Mobile app providing expectant mothers and mothers with access to maternal and child health information, peer community, and healthcare resources to help address Nigeria's high maternal mortality rate (Nigeria accounts for roughly 20% of global maternal deaths).
• Jeje Digital health solution in MOBicure's product portfolio addressing sexual and reproductive health problems and maternal care as part of the company's broader app offerings.
• UnboxED™ Games Series of educational card and board games for sexual health education, sold in three editions: Family Edition (for parents and guardians teaching adolescents), 18+ Edition (adult party game for young people), and Couple Edition (for couples). Includes decks of cards, playing boards, and adult dice.

Quantifiable outcome

• 90,939 active users from 16 African countries as of June 2021
• +2 more outcomes

Named customers3 records

Segments3 records

Ideal customer profiles3 records

Technology focussed Yes

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Feature6 records

Partnerships

Five partnerships are on record, tiered minor and core.

• Expo 2020 DubaiminorOthersListed as a partner in the MOBicure ecosystem. Expo 2020 Dubai was a World Expo focused on mobility and sustainability.
• StartupbootcampcoreStrategic or Co-development PartnerAccelerator program partner that has supported MOBicure's growth and development as a startup in the African digital health space.
• World Health Organization (WHO)coreStrategic or Co-development PartnerWHO is referenced as a key partner and source for health statistics. MOBicure aligns its solutions with WHO guidelines on maternal health and sexual and reproductive health.
• Private SectorminorOthersCorporate partners providing business support and resources.
• World Summit AwardsminorStrategic or Co-development PartnerRecognition and networking partner in the global digital innovation space.

Scale indicators5 records

Recent moves6 records

Expansion highlights6 records

Direct peers

• Kasha: Kasha is a Rwanda-based e-commerce and telehealth platform for women's health and personal care products in East Africa, with delivery spanning multiple African countries and a US diaspora channel. It is the closest peer to myPaddi Shop on model (anonymous, last-mile delivery of SRH/wellness products) and target user (African women seeking discreet access to sensitive products).
• TotoHealth: TotoHealth is a Kenyan mobile health platform focused on maternal and child health, providing SMS- and app-based milestone tracking and education for expectant mothers. It is directly comparable to MOBicure's OMOMi product on geography (East Africa), target user (expectant mothers), and technology (mobile-first maternal health engagement).
• Zuri Health: Zuri Health is a Kenya-headquartered pan-African telemedicine, pharma delivery, and health-content platform serving multiple African countries via SMS and app. It competes head-to-head with MOBicure on the multi-channel digital-health thesis (apps + SMS + telemedicine + e-commerce) across Africa.
• Babyl Rwanda: Babyl operates a digital health platform in Rwanda enabling remote consultations with doctors via phone and app, plus e-prescription and pharmacy fulfilment. Comparable to MOBicure's chat-a-doctor/chat-with-counsellor telehealth layer, though serving a different national market.

Broad incumbents

• Maven Clinic: Maven Clinic is a global virtual care provider for women's and family health covering fertility, pregnancy, postpartum, and mental health, with employer-paid and direct-pay models. A broader incumbent in the women's and family telehealth category that MOBicure operates in, but serving primarily enterprise and US/global markets.
• Nurx: Nurx is a US telehealth and pharmacy-delivery platform for sexual and reproductive health (contraception, STI testing, HPV, emergency contraception). It mirrors MOBicure's combined SRH-telehealth + discreet-delivery model but operates at scale in a regulated, higher-ARPU US market.

Regional players

• Helium Health: Helium Health is a Lagos-based digital health company providing EMR, billing, and telemedicine across Nigeria and West Africa. Comparable as a Nigerian-founded health-tech operator with multi-country ambitions, though its primary product (EMR for providers) sits upstream of MOBicure's consumer model.

Others

• LifeBank: LifeBank is a Nigerian health logistics company delivering blood, medical supplies, and oxygen using a tech-enabled, data-driven last-mile network. It is an adjacent/ecosystem peer in Nigerian health-tech rather than a direct competitor, but shares the same operating geography and last-mile logistics DNA relevant to myPaddi Shop fulfilment.

Emerging players

• Twentyeight Health: Twentyeight Health is a US-based telehealth and delivery platform providing contraception, STI testing, and sexual/reproductive care with a mission focus on underserved women, including the African diaspora. Compared to MOBicure on SRH-telehealth-plus-product-delivery, but operating in a higher-ARPU and heavily regulated US market.
• Natural Cycles: Natural Cycles is a Europe-based fertility-tracking app and digital contraception platform with regulatory clearance as a medical device. Comparable to MOBicure on consumer-facing women's reproductive health technology and on the broader thesis of mobile-first fertility/family planning, but in a different regulatory and price environment.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat4 records

Key risks7 records

Key highlights7 records

Customer concentration

• Xx.com/omomi_ng
• LinkedInlinkedin.com/company/9202549
• Instagraminstagram.com/mypaddiapp
• Facebookfacebook.com/mobicurecompany

Revenue estimate

Valuation estimate

Number of profiles

Profiles12 records

Subsidiaries1 record

Funding overview

Funding rounds4 records

Investors3 records

Funding detail is available on the Subscription and Enterprise plan.Contact sales →

M&A

Investments

M&A and investment is available on the Subscription and Enterprise plan.Contact sales →

Frequently asked questions about MOBicure