Breaking taboos with technology: The quiet revolution in men’s health led by Joseph Anya
When Joseph Anya founded Lifebox Labs, he wasn’t trying to build just another healthtech startup, he wanted to start a cultural shift.
His platform, Priv Health, is confronting one of Nigeria’s most deep-rooted social silences: men’s unwillingness to talk about their health.
“In Nigeria, many men grow up hearing that real men don’t complain. 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 told BusinessDay.
For Anya, this is not just about stigma, as it is about survival. Conditions like erectile dysfunction (ED), often dismissed as private shame, can actually be early warning signs of serious cardiovascular problems. “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.
Priv Health was built to change that narrative, to make men see seeking help not as weakness, but as responsibility. The digital platform offers discreet, judgment-free consultations with licensed healthcare professionals who specialize in men’s sexual and mental health. Every part of the experience, from onboarding to medication delivery, is designed to prioritize privacy, empathy, and convenience.
“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 quietly gained traction among men across Nigeria. Over 1,000 users have already engaged with Priv Health, and more than half of them say it was the first time they ever spoke to a professional about their sexual or mental health. “That tells us we are breaking through the silence. We are creating a space where men can finally open up,” Anya notes.
Behind that progress is a careful blend of design and psychology. The app avoids clinical jargon and instead uses clear, reassuring language. The consultation process feels more like a conversation than a hospital intake form. Even medication packaging is discreet, no awkward pharmacy counters, no curious glances.
“Trust is everything. When a man opens up about something this personal, that is not a small step. He needs to feel seen, not judged,” says Anya.
Priv Health’s early success also points to a broader shift happening in Nigeria’s healthcare culture. Younger men, especially those familiar with telemedicine and fintech, are increasingly seeking privacy and control over their wellbeing. “The same way technology changed how we bank, shop, and communicate, it is now changing how we care for ourselves,” Anya says.
Looking ahead, Lifebox Labs plans to expand Priv Health’s reach through partnerships with pharmacies, gyms, and corporate wellness programs, meeting men where they already are. There are also plans to invest in health education content and online communities that normalize conversations about male wellness.
For Joseph Anya, every consultation and every conversation is part of a bigger mission, which is redefining masculinity itself. “Change takes time, 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,” Anya averred.
