Subby
Subby is a Nigeria-based mobile platform that helps individual users track and share subscriptions and bills, while giving businesses a Provider Dashboard to automate recurring billing, collections, and settlements.
- Company typePrivate
- Founded2024
- HeadquartersPort Harcourt, Nigeria
- Headcount1–10
- GTM typeB2B and B2C
- OfferingSoftware
Subby firmographics
Firmographics- Name
- Subby
- Legal name
- Subby Technologies
- Website
- https://mysubbyapp.com
- Company type
- Private
- Founded year
- 2024
- Operating status
- Operating
- Headcount range
- 1–10 employees
- Short description
- Subby is a Nigeria-based mobile platform that helps individual users track and share subscriptions and bills, while giving businesses a Provider Dashboard to automate recurring billing, collections, and settlements.
- Ownership category
- akta.pro rank
Where Subby is headquartered
LocationHeadquarters
- HQ city
- Port Harcourt
- HQ country
- Nigeria
- HQ region
- Africa
Offices1 record
Markets served
Subby business model
Business model- GTM type
- B2B and B2C
- Offering type
- Software
- Cost components
- Technology or R&D, Personnel, Marketing or Sales, Operations, Infrastructure
Revenue model
- Subscription Management Fees: Subby charges providers a fee for using its recurring revenue infrastructure platform. Providers pay to access the Provider Dashboard for managing customers, collections, settlements, and automated reminders.
- Transaction/Payment Processing: Subby processes recurring payments for providers and may deduct fees or issue refunds from pending payouts for failed services or disputes.
Pricing tiers
| Model | Billing | Price |
|---|---|---|
| Freemium | Monthly | Free 30-day trial for users |
| Subscription | Monthly | Provider Dashboard - No setup fees |
Go-to-market motion3 records
Distribution channels4 records
Marketing channels8 records
Subby product offering
Product offeringCore offering
Subby provides a mobile subscription management platform that helps individual consumers track, manage, and cancel recurring digital subscriptions in one place. For subscription-based businesses, the platform offers a Provider Dashboard for managing subscribers and recurring billing, along with a Hive Community feature for peer-driven subscription discovery and engagement.
Product overview
Subby is Nigeria's all-in-one subscription and recurring payment platform founded in 2024. The platform serves two primary audiences: (1) Individual users who can discover, track, and manage subscriptions, pay bills (airtime, data, electricity, cable), receive smart renewal reminders, and create shared family plans; and (2) Business providers who access a dashboard for settlements, collections, dispute management, automated reminders (WhatsApp, SMS, email), customer management, and earnings analytics. The platform also includes a marketplace connecting users with providers across categories including entertainment, health, meals, fitness, and auto services, and a Hive community feature enabling users to build subscription-based communities.
Differentiator
Problem solved
Functional benefit
Brands
- Hive: Community feature that enables users to build and grow subscription-based communities, turning everyday services into income-generating opportunities. Hive Leads can earn commissions or Subby Points for verified activities.
Products and services
- Subby Platform (consumer mobile app) Mobile subscription management application (Android available, iOS planned) that allows Nigerian consumers to track, manage, and cancel recurring digital subscriptions from a single interface.
- Provider Dashboard Operational dashboard for subscription-based businesses to manage their subscribers and recurring billing through the Subby platform.
- Hive Community Community/peer feature within Subby that enables subscription discovery and engagement among users.
Quantifiable outcome
- Trusted by 1,500+ people and 1,000+ businesses
- +3 more outcomes
Companies that use Subby
Customer profileNamed customers11 records
Segments7 records
Ideal customer profiles2 records
Subby technology and API
TechnologyTechnology focussed Yes
API detail
- Has API
- No
- API docs
- API detail
Core technology
AI maturity
App detail
Feature6 records
Subby partnerships and signals
Strategic signalPartnerships
Nine partnerships are on record, tiered core and minor.
- Akwa Ibom Tech WeekcoreSubby participated in Akwa Ibom Tech Week 2025, described as a defining moment for the company. From panels to partnerships, this event marked a significant milestone for building the future of subscriptions in Africa.
- WellahealthminorWellahealth is shown as a trusted partner and customer using Subby's recurring payment infrastructure. They appear in the 'Trusted by' section on the Use Cases page, indicating active use of the platform for health insurance subscription management.
- Auto GeniusminorAuto Genius (My Cover Genius) is featured as a trusted partner using Subby's platform for auto services recurring payments. They are listed in the partner/customer section of the Use Cases page.
- Lunch ParkminorLunch Park is featured as a trusted partner and customer using Subby's subscription management platform for meal plan recurring payments.
- Esam Alt EnergyminorEsam Alt Energy appears as a partner/customer using Subby's platform for recurring payment management in the alternative energy sector.
- SMFestminorSubby is featured across the web including SMFest, a Nigerian tech community event. Subby appears in the 'Featured Across the Web' section of their blog.
- Ceed Venture StudiosminorSubby is featured across the web including Ceed Venture Studios, a Nigerian startup support organization. Subby appears in the 'Featured Across the Web' section highlighting their startup ecosystem presence.
- Founder FridayminorSubby is featured across the web including Founder Friday, a Nigerian tech community event series. Subby appears in the 'Featured Across the Web' section of their blog as part of their community presence.
- Startup SouthminorSubby is featured across the web including Startup South, a Nigerian startup ecosystem event. Subby appears in the 'Featured Across the Web' section highlighting their regional tech community involvement.
Scale indicators3 records
Recent moves6 records
Expansion highlights6 records
Subby competitors and assessment
Company assessmentDirect peers
- Rocket Money (formerly Truebill): Rocket Money is the leading US consumer subscription-management and bill-negotiation app. It is a direct peer to Subby's consumer-facing value prop (track subscriptions, get renewal reminders, share plans) and the most comparable business model reference for Subby's individual-user side.
- Chargebee: Chargebee is a subscription billing and recurring revenue management platform for SaaS and DTC businesses. It is a direct peer to Subby's Provider Dashboard (settlements, collections, dunning, customer lifecycle, revenue analytics), serving as the global benchmark for what Subby's B2B product competes against.
- Recurly: Recurly is a subscription management and recurring billing platform for subscription-based businesses, offering dunning, churn management, and revenue analytics. It directly mirrors Subby's Provider Dashboard capabilities and is the closest pure-play software peer on the B2B side.
Broad incumbents
- Stripe Billing: Stripe Billing is Stripe's subscription-billing module handling recurring invoicing, dunning, and revenue recovery for businesses globally. It is a broad incumbent peer — overlapping with Subby's Provider Dashboard feature set but bundled into Stripe's payments platform rather than focused on the Nigerian SMB market.
Regional players
- OPay: OPay is a Nigeria-headquartered super-app offering payments, bill payments (airtime, data, electricity, cable), and merchant services. It is a regional peer that overlaps heavily with Subby's bill-payment and merchant utility-payment functionality in the Nigerian market.
- PalmPay: PalmPay is a Nigerian mobile payment platform offering airtime/data purchases, bill payments, and merchant collections. It is a regional peer offering similar utility-bill payment and merchant-collection capabilities to Subby's user and provider sides within Nigeria.
- Paystack: Paystack (now part of Stripe) is Nigeria's leading online payments gateway offering recurring billing, subscriptions, and merchant collections. It is a regional peer with overlapping recurring-payment and subscription infrastructure capabilities, though anchored in online commerce rather than SMB verticals.
- Flutterwave: Flutterwave is a pan-African payments infrastructure company offering recurring billing, merchant collections, and bill payment APIs. It is a regional peer in Nigeria that competes for recurring-revenue and merchant-collection use cases that Subby's Provider Dashboard targets.
- Moniepoint: Moniepoint (formerly TeamApt) is a Nigerian business banking and payments platform serving SMBs with collections, invoicing, and recurring-payment capabilities. It is a regional peer competing for the same Nigerian SMB/provider customer base as Subby's Provider Dashboard.
Emerging players
- Bobby (subscription tracker): Bobby is an emerging consumer subscription-tracking app with a regional focus (Belgium/EU). It is an emerging peer that overlaps narrowly with Subby's consumer subscription-tracking, reminder, and shared-plan features on a much smaller user base.
Market position
Strengths5 records
Weaknesses5 records
Competitive moat4 records
Key risks6 records
Key highlights7 records
Customer concentration
Subby social profiles
Digital presenceSubby financial estimates
Financial estimateRevenue estimate
Valuation estimate
Subby leadership team
Management profileNumber of profiles
Subby funding detail
Funding detailFunding overview
Funding rounds1 record
Investors
Funding detail is available on the Subscription and Enterprise plan.Contact sales →
Subby M&A and investment
M&A and investmentM&A
Investments
M&A and investment is available on the Subscription and Enterprise plan.Contact sales →
Frequently asked questions about Subby
What does Subby do?
Subby provides a mobile subscription management platform that helps individual consumers track, manage, and cancel recurring digital subscriptions in one place. For subscription-based businesses, the platform offers a Provider Dashboard for managing subscribers and recurring billing, along with a Hive Community feature for peer-driven subscription discovery and engagement.
Is Subby a public or private company?
Subby is a private company. It is classified as unknown and is currently operating.
When was Subby founded?
Subby was founded in 2024. It employs 1 to 10 people.
Where is Subby based?
Subby is headquartered in Port Harcourt, Nigeria, in the Africa region.
How does Subby make money?
Two revenue lines are on record. Subscription Management Fees are the primary driver. The others are transaction/Payment Processing.
Who are Subby's main competitors?
Direct peers on record are Rocket Money (formerly Truebill), Chargebee and Recurly. Stripe Billing is listed as a broad incumbent. Regional players are OPay, PalmPay, Paystack, Flutterwave and Moniepoint. Bobby (subscription tracker) is listed as an emerging player.
Does Subby have an API?
No public API is recorded for Subby.