The Wellbeing Foundation Africa

What The Wellbeing Foundation Africa does

The Wellbeing Foundation Africa (WBFA) is a Nigerian non-governmental organization founded in 2004 by H.E. Mrs Toyin Ojora Saraki that delivers reproductive, maternal, newborn, child, and adolescent health (RMNCAH) programmes, WASH education, and health advocacy. Operating from offices in Abuja (Maitama), Lagos (Ikoyi), and Ilorin (Kwara), WBFA serves pregnant women, mothers, newborns, school children, frontline health workers, and communities across Nigeria through a portfolio anchored by the flagship MamaCare360 platform — delivering evidence-based antenatal and postnatal education, skilled midwifery, and Respectful Maternity Care across 74 health facilities in five states, with 71,000 pregnant women reached and 14,000+ safe deliveries recorded in 2024. Adjacent programmes include MamaCare360 NICU Plus (neonatal intensive care and lactation support), the WhatsApp-based Digital Midwifery service (Nigeria's first midwife-led digital platform operating across 31 WhatsApp groups serving 12,329+ mothers), the WBFA–Dettol Hygiene Quest (school and community WASH), Project Oscar – Light For Life (neonatal jaundice screening), the Global Health Workforce Programme (advanced obstetric surgical skills training with LSTM), the WBFA–Medela Cares lactation programme, and the Zinc and LO-ORS childhood diarrhoea initiative.

The foundation's technology stack is modest but functional: a WhatsApp-based digital midwifery service, hand-held Personal Health Records (PHR) tracking pregnancy through age five, and digital monitoring and evaluation systems — no proprietary AI, app, or API is offered. WBFA operates on a donor-funded non-profit revenue model with three streams: donations and charitable contributions, partner funding and grants (Government of Canada, Government of Ireland, Gates Foundation, Nutrition International), and corporate partnerships (Reckitt/Dettol as the flagship strategic partner). Distribution is multi-channel — 74 health facilities, 750+ schools, 456+ communities — and the GTM motion is community-led, engaging directly with beneficiaries through partnerships with federal and state government health systems, international NGOs, and global health institutions including WHO, UNFPA, LSTM, and LSHTM's NEST360. Cumulative reach exceeds 815,865 people (2M+ across 20 years), with 302,000 beneficiaries reached in 2024 and 18,058 live births in 2025 demonstrating a neonatal mortality rate of 3.9 per 1,000 — below the Nigerian national estimate.

Name

The Wellbeing Foundation Africa

Legal name

The Wellbeing Foundation Africa

Website

https://wbfafrica.org

Company type

Private

Founded year

2004

Operating status

Operating

Headcount range

11–50 employees

Short description

The Wellbeing Foundation Africa is a Nigerian non-governmental organization founded in 2004 that delivers maternal, newborn, child, and adolescent health programs, WASH education, and digital midwifery services through partnerships with healthcare facilities, schools, and communities across Nigeria.

Ownership category

akta.pro rank

Product category

Non-profit Maternal and Child Health Services

NAICS

Social Assistance (624), Other Individual and Family Services (624190), Voluntary Health Organizations (813212)

SIC

Services-Social Services (8300), Services-Misc Health & Allied Services, Nec (8090)

akta.pro primary industry

Maternal, Child & Family Health Organizations (BPAGACAF)

akta.pro secondary industries

Maternal, Newborn, Child & Adolescent Health (MNCAH) NGOs (HLAJAKAG), Maternal, Newborn, Child & Adolescent Health (MNCAH) Partnerships (HLAJAOAG), Maternal, Child & Family Health Program Funding (HLAJALAG), Maternal, Infant & Young Child Nutrition (MIYCN) Programs (BPADAJAC), Breastfeeding, Lactation & Infant Feeding Support (EDACAMAB)

Keywords

• Maternal health programs
• Newborn child health
• WASH education
• Community health services
• Health workforce training

Headquarters

HQ city

Suleja

HQ country

Nigeria

HQ region

Africa

Offices3 records

Markets served

GTM type

B2C

Offering type

Services

Cost components

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

Revenue model

1. Donations and Charitable Contributions: The foundation operates as a non-governmental organization funded through donations, sponsorships, and charitable contributions from individuals and organizations supporting maternal and child health causes.
2. Partner Funding and Grants: Funding from international partners including governments (Government of Canada, Government of Ireland), foundations (Gates Foundation), and corporations (Reckitt, Nutrition International) to implement specific health programs.
3. Corporate Partnerships: Strategic partnerships with corporations like Reckitt provide both funding and in-kind support for hygiene and health programs, with partners sponsoring specific initiatives and events.

Go-to-market motion1 record

Distribution channels5 records

Marketing channels6 records

Core offering

The Wellbeing Foundation Africa delivers community-based maternal, newborn, child, and adolescent health programmes including antenatal/postnatal education, skilled midwifery services, neonatal intensive care support, WASH and hygiene education, childhood diarrhoea treatment, and health workforce training. Programmes are delivered through 74 health facilities, 750+ schools, and 456+ communities across Nigeria, supported by a WhatsApp-based digital midwifery platform and a Personal Health Record system.

Product overview

The Wellbeing Foundation Africa operates a portfolio of integrated maternal, newborn, child, and adolescent health programmes anchored by the MamaCare360 core platform. The flagship MamaCare360 Programme delivers antenatal and postnatal education through skilled midwifery across 74 health facilities, supported by the MamaCare360 NICU Plus module for specialised neonatal care. Digital Midwifery extends reach through WhatsApp-based 24/7 midwife support. The WBFA-Dettol Hygiene Quest Programme addresses WASH and infection prevention across schools and communities. Project Oscar - Light For Life provides neonatal jaundice screening and treatment. The Global Health Workforce Programme strengthens obstetric surgical skills through LSTM partnership. Additional modules include Medela Cares lactation support and Zinc/LO-ORS diarrhoea treatment. Five advocacy campaigns (#MaternalMonday, #TeenageTuesday, #WashWednesday, #ThriveThursday, #FrontlineFriday) drive policy engagement and community awareness. The organisation does not offer a technology platform or software product with API integrations; its offerings are healthcare service programmes and advocacy initiatives.

Differentiator

Problem solved

Functional benefit

Brands

• MamaCare360: Flagship community midwifery and antenatal/postnatal education platform delivering evidence-based maternal and newborn care across health facilities in Nigeria.
• MamaCare360 NICU Plus
• Digital Midwifery
• Dettol Hygiene Quest
• Project Oscar - Light For Life
• Global Health Workforce Programme (GHWP)

Products and services

• MamaCare360 Programme Flagship maternal health initiative delivering evidence-based antenatal and postnatal education and skilled midwifery services across 74 supported health facilities in five Nigerian states, targeting pregnant women, nursing mothers, and newborns.
• MamaCare360 NICU Plus Programme Specialised neonatal intensive care programme delivering lactation support, breastfeeding counselling, Kangaroo Mother Care, and family-centred education in NICU settings for mothers of preterm and low-birth-weight infants.
• Digital Midwifery Service Nigeria's first midwife-led WhatsApp maternal health platform providing pregnant women and nursing mothers with 24/7 access to trusted maternal and newborn health information, counselling, and direct support from qualified WBFA midwives across 31 WhatsApp groups.
• WBFA-Dettol Nigeria Hygiene Quest Programme Flagship hygiene-behaviour-change programme in partnership with Reckitt-Dettol delivering hygiene education, behavioural change communication, WASH advocacy, and infection prevention awareness across schools, healthcare facilities, and communities in Lagos, Kwara, FCT-Abuja, Kano, and Rivers States.
• Global Health Workforce Programme (GHWP) Health workforce strengthening initiative in partnership with LSTM and NPMCN delivering Advanced Obstetric Surgical Skills training to obstetrics and gynecology resident doctors to reduce maternal and neonatal mortality in Nigeria.
• Project Oscar - Light For Life Nigeria's first national neonatal jaundice screening and treatment programme providing phototherapy units, training healthcare workers, screening newborns, and conducting community awareness campaigns to prevent kernicterus and reduce preventable brain damage and disabilities.
• WBFA-Medela Cares Lactation Programme Lactation support programme for mothers of infants in NICUs providing breastfeeding equipment including breast pumps, promoting Mother's Own Milk usage, and enhancing healthcare worker capacity on lactation and human milk practices.
• Zinc and LO-ORS Childhood Diarrhoea Treatment Programme Childhood diarrhoea treatment programme scaling up Zinc and LO-ORS availability in Kano and Sokoto states, supporting Drug Revolving Fund mechanisms and building healthcare worker capacity to manage diarrhoea cases among children under five.

Quantifiable outcome

• 302,000 women, children, and families reached in 2024 alone
• +5 more outcomes

Named customers5 records

Segments5 records

Ideal customer profiles4 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Feature2 records

Partnerships

14 partnerships are on record, tiered flagship, core, major and supporting.

• Reckitt (Dettol)flagshipStrategic or Co-development Partner · 1 January 2022Long-term strategic partnership implementing the WBFA-Dettol Nigeria Hygiene Quest program across schools, healthcare facilities, and communities in Lagos, Abuja, and Kwara. Phase III launched in 2026 expanding to Kano and Rivers States. The partnership aims to reach 6 million people by 2030 with hygiene education and behavior change interventions.
• Nutrition InternationalcoreStrategic or Co-development PartnerPartnership implementing the Scaling Up Zinc and LO-ORS to Improve Childhood Diarrhoea Treatment project in Kano and Sokoto States, funded by the Government of Canada. Also partners on N-LIFT initiative for IFA supplementation.
• Liverpool School of Tropical Medicine (LSTM)coreStrategic or Co-development PartnerPartnership through the Global Health Workforce Programme (GHWP) improving obstetric and newborn care in Nigeria by enhancing the capacity of the National Postgraduate Medical College of Nigeria to deliver Advanced Surgical Skills Curriculum.
• Medela CarescoreStrategic or Co-development PartnerPartnership launched in 2021 to enhance lactation support and premature newborn survival within NICUs. Provided breast pumps, breastfeeding equipment, and training to healthcare workers across five hospitals in Abuja, Lagos, and Kwara.
• Federal Ministry of Health NigeriacoreStrategic or Co-development PartnerGovernment partnership for aligning programs with national health priorities, policy advocacy, and health system strengthening across Nigeria.
• UNFPAmajorStrategic or Co-development PartnerPartnership for reproductive health programming, sexual and reproductive health services, and maternal health advocacy.
• GE HealthsupportingStrategic or Co-development PartnerPartnership supporting healthcare facility development and health technology for maternal and newborn care.
• FHI 360supportingStrategic or Co-development PartnerTechnical partnership for research, health programs, and development initiatives.
• THET (Tropical Health and Education Trust)supportingStrategic or Co-development PartnerPartnership for health workforce training and strengthening in Nigeria through GHWP.
• LaerdalsupportingStrategic or Co-development PartnerPartnership providing training equipment and simulation-based learning resources for healthcare worker training.
• World Health Organization (WHO)majorStrategic or Co-development PartnerPrograms aligned with WHO recommendations on quality maternal and newborn care. WBFA promotes and achieves WHO standards for improving healthcare in health facilities.
• Lagos State Government Ministry of HealthcoreStrategic or Co-development PartnerPartnership for Project Oscar - Light For Life implementing neonatal jaundice screening and treatment across 18 healthcare facilities in Lagos State.
• London School of Hygiene and Tropical Medicine (LSHTM) - NEST360coreStrategic or Co-development PartnerSocial impact partner for Project Oscar providing technical expertise for neonatal care standards and equipment.
• Solina SCIDARsupportingStrategic or Co-development PartnerPartner providing technical support for Project Oscar implementation.

Scale indicators12 records

Recent moves6 records

Expansion highlights5 records

Direct peers

• Nutrition International: Global nutrition nonprofit focused on micronutrient deficiency and maternal/child nutrition. Nutrition International is an active WBFA implementation partner on Zinc/LO-ORS and IFA supplementation programs, with overlapping Nigeria footprint and donor base (Government of Canada).
• Amref Health Africa: Africa's largest health-focused NGO, headquartered in Kenya and operating across multiple African countries. Directly comparable to WBFA through its focus on maternal and child health, community health worker training, and partnerships with global health institutions across the continent.
• PATH: Global nonprofit focused on maternal, newborn, and child health innovation and product development. Both organizations share funding sources (including Gates Foundation), implement MNCH programs in low-resource settings, and partner with WHO on standards alignment.
• FHI 360: US-based global health and development organization implementing maternal, newborn, and child health programs. FHI 360 is a current WBFA technical partner, and both organizations operate across West Africa with overlapping donor and government relationships.
• Save the Children: Global NGO with deep maternal, newborn, and child health programming across Africa, including Nigeria. WBFA explicitly lists Save the Children as a global advocacy partner, and both organizations operate overlapping MNCH and WASH agendas in similar geographies.
• White Ribbon Alliance: Global advocacy coalition specifically focused on respectful maternity care and maternal health rights. WBFA lists White Ribbon Alliance as a global advocacy partner; both organizations champion WHO standards and grassroots maternal health advocacy.
• Alive & Thrive: Global initiative focused on maternal nutrition, infant and young child feeding, and breastfeeding promotion. WBFA explicitly references the Alive & Thrive Infant and Young Child Feeding programme as part of its #ThriveThursday advocacy work, with overlapping nutrition programming.

Broad incumbents

• UNFPA: United Nations sexual and reproductive health agency with global mandate including maternal health. WBFA is a UNFPA partner; UNFPA operates across all countries and at much greater scale, but shares MNCH focus areas and program models with WBFA.
• UNICEF: UN agency dedicated to children's rights and wellbeing, with massive global MNCH programming. UNICEF is the dominant institutional player in the same space WBFA operates, but at vastly greater scale and geographic reach across Nigeria and globally.
• Merck for Mothers: Merck's global maternal health initiative operating in low-resource settings including Nigeria. Merck is listed as a WBFA front-line delivery partner; both target the same maternal mortality challenge through complementary intervention models.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat6 records

Key risks6 records

Key highlights7 records

Customer concentration

• Xx.com/wellbeingafrica
• Facebookfacebook.com/Wellbeingafrica
• LinkedInlinkedin.com/company/the-wellbeing-foundation-africa
• Instagraminstagram.com/wellbeingafrica

Revenue estimate

Valuation estimate

Number of profiles

Profiles9 records

Funding overview

Funding rounds

Investors

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 The Wellbeing Foundation Africa