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Business Half Hour

Eden Life set out to automate domestic chores for busy people – CEO

Eden Life connects people with professional home managers, using its app that helps them outsource the tasks to professionals.



Eden Life set out to automate domestic chores for busy people - CEO

Nothing dampens the desire to work like that nagging feeling that you have left some house chores unattended, or you have to go fix your next meal. But Eden life exists to fix this issue.

According to Nadayar Enegesi, CEO and founder of Eden Life, Eden was set up solely to improve the quality of life of the working middle-class person, who is so busy and yet needs the domestic chores to run on auto-pilot.

Speaking at the weekly Nairametrics Business Half Hour, Nadayar said when he came to Lagos in 2014 to co-found Andela, he first noticed that very few things worked, as they should and things were quite difficult for the working class adults, irrespective of how rich they were.

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Often times, people had to resort to the use of helps in order to function properly, but because most of the helps have not been trained to handle the chores without supervision, you end up spending more time trying to get them to do it right, than you would have doing it yourself. At the end of the day, the money has been spent without getting corresponding value.

In a bid to create a better life and community where things ran smoothly, Nadayar teamed with a couple of friends, Prosper Otemuyiwa and Sim Momoh, to do an urban development research to see how things could be done differently to make people’s lives better.

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We were first thinking along the lines of Urban development Centres where people could migrate to and basically change their lives, but that was going to be capital intensive and we ran into money challenges before even getting started. So we decided to approach the problem differently and instead look at how to make people achieve better quality of life,” Nadayar explained.

Just like the Garden of Eden, Eden life is out to ensure that things run as they should, and you get to live a better quality of life.

My long term vision is to build Nigeria and Africa into a place that people want to live in as opposed to a place that they want to leave from,” Nadayar says.

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With Edenlife, customers get to select services they want and how they want it, and then it runs on autopilot henceforth. There would be no need to place an order for a meal everyday, or call the cleaner every morning to put the house in order. The user will also be spared the troubles of having to micromanage a house help to do things when they should be done, as the Eden life Concierge team does all of these, ensuring that the service delivery comes when and how it should.

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It hardly makes sense that you leave your house in the morning by 5am to deal with all the traffic madness that Lagos has to offer, come back in the evening and your home is a mess. With reliable, timely, and quality services assured, workers can now go about the business of making more money and leaving the little details that take up all their time.


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Executing service to precision

Launched in April 2019, Eden Life connects people with professional home managers, using its app that helps them outsource the tasks to professionals known as the Gardeners. These ‘gardeners’ are trained home managers and handle all the hassles to ensure that the services are delivered when and how they should.

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An average monthly subscription of N36,000 could avail users a variety of domestic services, ranging from meals to laundry and cleaning, and it goes all the way upward depending on just how much more the user wants.

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The app also allows users to customize their subscription with the specific needs that they have. Once a user subscribes, the app attaches them to a ‘gardener’, who they can give instructions to from within the app.

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On the average, artisans and skilled labourers are associated with some sort of disappointing service, and this is the reason Edenlife chose not to work with artisans.

Trust is at the core of what we do and we cannot afford to breach that,” he explained.

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Eden Life instead works with a collection of small businesses that have been checked and verified for their services. These businesses also have to have some sort of insurance services, because no one ever plans to have things go wrong until they actually do.


Insurance is necessary because of the mistakes that occasionally come up with service delivery.”

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The company recently secured a funding round from Samurai Incubate Africa and the US-based Village Global to help expand its operations, after taking part in an accelerator program conducted by the firm.

With its cheap subscriptions, the model is not yet built for profitability, but according to Nadayar, the plan is to build a sustainable model within the next couple of years before seeking more funding and expanding to other busy cities in Africa like Abuja, Accra, etc.

With more people spending money on domestic helps and home cleaning services, Eden life has a huge market to go after and is not bothered about the competition. One of its core values considered during recruitments is customer obsession and this stands at the core of all services to clients.

We will continue to raise the bar on service delivery and customer satisfaction and our hope is that more service providers cross the bar because ultimately, the goal is to give busy people a better quality of life, while they pursue career goals,” Nadayar said.

Ruth Okwumbu has a MSc. and BSc. in Mass Communication from the University of Nigeria, Nsukka, and Delta state university respectively. Prior to her role as analyst at Nairametrics, she had a progressive six year writing career.As a Business Analyst with Narametrics, she focuses on profiles of top business executives, founders, startups and the drama surrounding their successes and challenges. You may contact her via [email protected]

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Business Half Hour

A CredPal credit card can get you anything – CEO, Fehintolu Olaogun

Fehintolu Olaogun, CredPal Co-Founder recounts his journey through founding one of Nigeria’s most innovative startups.



Those moments when you have to return items from your shopping cart due to insufficient cash may now be over for Nigerians, thanks to CredPal’s credit cards.

CredPal goes a step further from your regular financial services institution which offers you a loan when you request, and now gives customers a credit card with which they can shop for their needs and pay in instalments.

CredPal makes use of Visa cards which serves users at POS channels and ATM points, making it a convenient way to access consumer credit. You can think of it as similar to the credit card services offered by companies like American Express across Europe.

Speaking during the Nairametrics Business Half Hour show on Classic FM, CEO and co-founder of Credpal, Fehintolu Olaogun explained that CredPal was birthed due to an observed need for such facilities in the Nigerian space.

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“I remember moving into my house at first, and I had to wait for almost four months to get my gadgets because I did not have the bulk sum at the time. This is a situation many Nigerians experience, and they have to put off getting such item no matter how pressing the need may be,” he narrated.

Before starting CredPal, Olorunfemi Jegede was running an e-commerce platform and noticed that customers were often on the lookout for ‘Buy now, pay later’ options. With this observation, the duo decided to work on a checkout payment gateway that would allow the customers to pay later and in instalments.

“Our drive was simply to allow people access credit to buy items and then pay later, and there was a wide acceptance among the customers. So we threw in some more money behind it, reached out to some merchants and money lenders and extended the service to allow people pay their bills. With our credit cards, you can pretty much do anything and you only pay for what you use,” Olaogun explained.

To move things to the next level, there was a need to go beyond bootstrapping and bring in some collaborators and partners. The finance needed for scaling came in a mix of equity, seed funding, and hedge financing from lenders and people who wished to put money. Since both founders had pedigree founding and running a startup, it was easy to get their foot into the door and talk with investors. Another thing they had going for them was an established market need, a working product and huge demand.

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Shortly after starting operations, CredPal won $25k and the “Merchant Payments” Challenge for allowing individuals and businesses to pay for purchases in instalments across online and offline merchants, and gained recognition at the Visa Everywhere Initiative for Sub-Saharan Africa.

In March 2019, CredPal was accepted into the Y Combinator Winter batch alongside other African startups like Wallets Africa, Schoolable, and 54gene; and they received $150,000.

In 2020, CredPal raised $1.5 million in a funding round which included US seed-stage accelerator, Y Combinator; Lagos-based fintech investment holding company, GreenHouse Capital; Tangerine Life, a digital insurance company; and other VC firms.

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Also in 2020, CredPal was selected and participated in the fifth edition of Google for Startups Accelerator Africa – a 3-month-long programme for the startups which gave them access to mentorship, funding, and PR support, among other incentives.


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Market entry and operations

Olaogun recounts that the first step to entering the market was going through the merchants. Most of these merchants encounter retailers and other customers who would wish to purchase more items but are constrained by available funds. It was therefore easier for the merchant to suggest a credit alternative for the customer, who already had a need for such service.

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Another tactic that CredPal deployed was the affiliate marketing method where people sign up for free as affiliate marketers, promote the product, and are remunerated monthly based on the number of customers they get for the startup. To adhere to the COVID-19 guidelines, a part of the team works from home while a few work from their operational office in Lagos.

With the low-interest rates, customers can get these credit services for as low as 2.5% interest rate using either the mobile app, or the credit card. Merchants also embrace the service quickly as it allowed them to get the value for their goods almost immediately, and save them the trouble of having to go after debtors.

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Getting back the money

The challenge for individuals and institutions in the credit space is often about how to get the repayment done seamlessly, and without having to run after the debtors.

In this light, sentiments across board favour the growth of the credit business as the apex bank has been on the drive to increase lending in the country. The GSI policy which was introduced late last year was targeted at encouraging this move, by authorising the banks to deduct from customers’ accounts directly.

CredPal also partnered with and integrated Pngme’s data SDK and API to acquire user-permissions, mobile-based financial data (such as connected institutions, balances, transactions), to provide a secure and detailed data foundation to manage its subscription base.

This is in line with the vision of becoming the American Express of Africa, a continent that is still largely untapped.


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Business Half Hour

Nigerians can now easily get a credit card | Fehintolu Olaogun | CEO Credpal | BHH



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