A serial entrepreneur, he leverages technology to deliver innovative platforms and solutions that solve social problems in Africa. His latest startup, PricePally, offers fresh produce and packaged food in Nigeria.

Luther Lawoyin (photo) is a Nigerian entrepreneur and graduate of the University of Lagos with a Bachelor's degree in Management and Business Administration. He is also the co-founder and CEO of the e-commerce platform PricePally.

Established in 2019 by Luther Lawoyin alongside Deepak Bansal, Mosun Lawoyin, and Jummai Abalaka, PricePally specializes in providing a diverse range of fresh food products in collaboration with trusted farmers and partners. The platform aims to address food cost challenges, ensure product availability, and maintain price predictability amid shortages and inflation, catering to the needs of urban populations across African cities.

It also operates a swift product delivery service through its digital channels, including a dedicated app and a WhatsApp chatbot. With fulfillment centers located in major cities such as Lagos, Abuja, Port Harcourt, and Ibadan, PricePally emphasizes efficient distribution to meet consumer demands.

In November 2023, it secured $1.3 million in funding to expand its footprint beyond its current service areas in Nigeria. The company is set to reintroduce group buying initiatives, reaffirming its commitment to making quality food accessible and affordable to consumers.

Apart from his role at PricePally, Luther Lawoyin has been actively contributing to the ecosystem as a board member of Motherland since 2021. Motherland serves as an ecosystem orchestrator, bringing together selected communities and startups to address community challenges and promote sustainable development.

A serial entrepreneur, in 2013, Lawoyin founded Pass Exam Ventures, an innovative electronic testing platform designed to prepare students for the JAMB (Joint Admissions and Matriculation Board) exam. In 2015, he established Lucy.ng, an online gift store catering to various seasons, occasions, and events, where he served as CEO until 2019.

His journey also includes being a former fellow of prestigious programs such as the Alibaba eFounders Fellowship, the Westerwelle Foundation, the Miller Center for Social Entrepreneurship, and MassChallenge Switzerland. Lawoyin also participates in the SOSV MOX program, an accelerator run by venture capital firm Orbit Startups.

Melchior Koba