Joseph Anya, founder of Lifebox Labs, believes that true strength begins with self-awareness and care. His digital platform, Priv Health, is designed to help men confront health issues that are often shrouded in shame—particularly those related to sexual and mental wellbeing.
Across Nigeria, conversations about men’s health are frequently muted by cultural expectations. “Many men grow up hearing that real men don’t complain,” Anya told BusinessDay. “That mindset has done a lot of damage. It has made men feel like admitting they have a health problem means they are failing at being men.”
Anya’s motivation, however, goes beyond changing perceptions—it’s about saving lives. He points out that conditions like erectile dysfunction (ED) are not merely private embarrassments but can also signal deeper, potentially life-threatening issues. “Many men don’t realize ED can be one of the first tangible signs of heart disease. By ignoring it, they are ignoring their body’s alarm system,” he explains.
To tackle this, Priv Health provides a confidential, judgment-free environment where men can access professional consultations and treatment from licensed specialists. The experience is seamless—private chats, discreet medication delivery, and simple digital onboarding—all aimed at making men feel safe, respected, and in control.
“Our goal was simple: to make it as easy for a man to treat ED or low testosterone as it is to buy a new phone online,” Anya says.
Since its launch, the platform has begun to quietly shift attitudes. Over 1,000 Nigerian men have used Priv Health, and more than half reported that it was the first time they ever spoke to a professional about sexual or mental health concerns. “That tells us we are breaking through the silence,” Anya notes. “We are creating a space where men can finally open up.”
Much of Priv Health’s impact lies in its thoughtful design and tone. The app avoids intimidating medical language, opting instead for clear, empathetic communication. Consultations feel more conversational than clinical, and even packaging for medications is discreet—no awkward interactions at pharmacy counters or nosy questions.
“Trust is everything,” Anya emphasizes. “When a man opens up about something this personal, that’s not a small step. He needs to feel seen, not judged.”
The growing adoption of Priv Health also reflects a broader cultural shift in Nigeria. Younger men, especially those accustomed to fintech and telemedicine platforms, are now seeking privacy, convenience, and control in managing their health. “The same way technology changed how we bank, shop, and communicate, it’s now changing how we care for ourselves,” Anya observes.
Looking ahead, Lifebox Labs plans to deepen Priv Health’s reach through collaborations with pharmacies, gyms, and corporate wellness programs, bringing its services closer to everyday spaces where men feel comfortable. The company also aims to develop educational content and online communities to normalize conversations about male wellness.
For Anya, every consultation is part of a much larger movement—to redefine what it means to be a man in today’s Nigeria. “Change takes time,” he reflects, “but every man who chooses to take control of his health brings us closer to a new kind of masculinity—one that values strength, honesty, and self-care.”