In a digital health landscape often challenged by fragmented systems and limited access to quality care, MediTrust NG has emerged as one of Nigeria’s fastest-scaling telehealth and unified electronic health record (EHR) platforms. At the centre of this rapid transformation is Ayoola Adetutu Oniyinde, the product innovator and founder, whose leadership has reshaped how clinics, hospitals, and patients access digital medical services across the country.
When MediTrust NG launched its MVP in 2020, the startup closed that year with a modest ₦86,077,045 in revenue mainly from early pilots with partner clinics and a few pioneering clinicians testing the teleconsultation workflow. Yet by 2023, under Oniyinde’s direction, the platform recorded a remarkable ₦651,950,327, signalling a 658% revenue growth within three years.
Industry analysts describe the growth as “unusual but structurally explainable”, attributing it to the founder’s product discipline, execution speed, and ability to convert operational inefficiencies in healthcare into viable digital workflows.
Driving Product-Led Growth in a Highly Regulated Sector
Oniyinde led the platform’s transition from a simple telemedicine interface into a full-scale digital health infrastructure, integrating:
• HD video consultations
• Unified health records for multi-specialty care
• AI-assisted symptom checking
• e-Prescriptions routed to partner pharmacies
• Lab & imaging order automation
• Data-driven triage and appointment management
This strategic expansion not only differentiated MediTrust NG in a crowded market but also unlocked value across private clinics, specialist providers, and outpatient centres seeking operational efficiency.
“By 2022, many health facilities were no longer looking for telemedicine alone; they needed integrated digital systems that could help them manage patients, automate records, and improve compliance,” Oniyinde noted in an earlier interview. “We deliberately built for that future.”
Strategic Partnerships Fuelled Adoption
Between 2021 and 2023, MediTrust NG secured partnerships with several medical practices, including fast-growing outpatient centres, diagnostic labs, and private specialist clinics. Many of these partners adopted MediTrust as their primary platform for:
• Real-time patient management
• Continuity-of-care documentation
• Teleconsultation billing
• Clinical workflow automation
These partnerships rapidly expanded MediTrust’s clinician base, increasing utilisation across major states including Lagos, Oyo, Ogun, Kano, Kwara, Ekiti, Abuja, and Ondo.
By the end of 2023, the platform had onboarded:
• 80,000+ patients,
• 120+ doctors and clinicians, and
• Processed over 150,000 teleconsultation sessions.
This scale directly contributed to the platform’s commercial momentum.
Monetisation Strategy and Revenue Expansion
A major component of Oniyinde’s success was the introduction of tiered consultation plans – Basic, Specialist, Extended, and Family; supplemented by clinical workflow subscriptions.
Revenue grew through multiple channels:
• Patient-pay teleconsultations
• Partner clinic subscriptions
• Digital record management fees
• Enterprise workflow integrations
By mid-2023, MediTrust’s monthly recurring revenue (MRR) consistently crossed the ₦60–90 million range, reflecting the stability of its user base and growing clinical adoption.
A Leadership Style Grounded in Data and Velocity
Colleagues describe Oniyinde as a “product founder who operates like a systems engineer”, combining data-driven prioritisation with rapid iteration cycles.
Key decisions attributed to his leadership include:
• Re-architecting the platform for 99.5% crash-free stability
• Integrating automated triage to reduce clinician workload
• Enabling HL7-compliant lab & imaging record uploads
• Designing a unified EHR platform that works across devices
• Creating a compliance engine with SLA tracking (p95 <14s)
These decisions positioned MediTrust NG as one of the most reliable digital health systems in the country.
What 2023 Means for MediTrust
With revenue surpassing ₦651 million, MediTrust NG became one of Nigeria’s few digital health companies to achieve significant commercial traction under four years of operation without sacrificing clinical quality or compliance.
Industry observers point to Oniyinde’s leadership as the critical differentiator.
“Most digital health products struggle because they don’t have operational founders. Ayoola’s strength is that he built the product, understood the clinical workflow, and executed at a pace many startups cannot match,” says a former advisor to one of the partner clinics.
Looking Forward
As 2023 ends, MediTrust NG is positioned for:
• expanded nationwide coverage
• deeper insurance integrations
• large-scale provider onboarding
• enterprise-grade hospital digitisation
If the growth trajectory continues, analysts predict the platform could surpass the billion-naira annual revenue mark in the near term.
For now, the story of ₦86 million in 2020 to ₦651 million in 2023 stands as one of the most compelling digital health success cases in Nigeria and a testament to Ayoola Adetutu Oniyinde’s leadership, innovation, and execution.