Former Paystack Product Lead Temilola Giwa has successfully launched Tru, a sleek and stylish ankle-based step tracker under her new venture, Tru Count Inc. What began as a personal frustration with the limitations of conventional wrist-based fitness trackers has evolved into a globally backed product with over 1,000 supporters. Surpassing its modest Kickstarter goal of $7,000, Tru raised more than $130,000 in under 30 days, signaling strong demand for wearable tech that prioritizes both form and function.
From Frustration to Innovation
Giwa’s journey to Tru began during her time at Paystack, where long hours at a desk led to hip and back discomfort, prompting her to use a treadmill desk. Despite moving more, her wrist-based smartwatch consistently undercounted her steps, revealing a flaw in most wearables: they rely on arm movement rather than actual foot activity. A similar experience by her sister and now co-founder, Tomilola Famuboni, a new mother who frequently pushed a stroller, confirmed the issue and inspired the siblings to design a more accurate solution.
Designed for Accuracy and Elegance
Tru stands out not only for its location-based accuracy but also for its aesthetic appeal. The 10mm-wide device—about the size of a fingernail—can be worn as an anklet, bracelet, necklace, or charm, although it’s most accurate when worn on the ankle. It is waterproof, hypoallergenic, and boasts a battery life of up to one month, syncing with the Tru app or a user’s native health tracking platform to deliver reminders, insights, and micro goals throughout the day.
A Wearable Built by Women, for Women
While Tru can be worn by anyone, its design distinctly caters to women—a demographic often underserved by the wearable tech industry. Giwa emphasizes that fitness trackers, often bulky and utilitarian, should be visually appealing if they are meant to be worn all day. As the product evolved, the founders embraced their primary audience, highlighting the broader need for more women-centric design in the tech space.
Breaking Kickstarter Records for Nigerian Founders
With over $130,000 in pledges, Tru has joined the ranks of the most successful Kickstarter campaigns led by Nigerian entrepreneurs. In a crowdfunding landscape where few Nigeria-linked projects surpass the $100,000 threshold, Tru’s performance is notable. Giwa credits Kickstarter’s model—designed for early adopters—for providing validation and community-building well before traditional retail launch.
Early Success, Real Challenges
Bringing a hardware product like Tru to life involved significant hurdles, from engineering feasibility to design iterations that balanced minimalism and functionality. Giwa notes that building in the hardware space, especially as a Nigerian-founded startup, meant overcoming manufacturing and design challenges with limited resources. Achieving a reliable battery life and maintaining the device's ultra-compact form were among the toughest engineering tasks.
Looking Toward a Broader Market
While the Kickstarter campaign has provided a strong foundation, Giwa and Famuboni recognize that real growth lies beyond crowdfunding. Tru is set to begin direct sales on its website in November and is already exploring potential partnerships with jewelry brands and retail outlets. As they plan for the next phase, the founders are focused on building a long-term brand that blends wellness, design, and inclusivity.
Tru is more than just another step tracker—it’s a reimagining of what wearable fitness tech can be when accuracy meets design and when women lead innovation. With early traction and a growing community of supporters, Tru’s debut points to a future where fitness products not only serve women better but are built by them too. For Giwa and Famuboni, this is just the first step in changing how the world moves—and looks—through tech.
Source: Techpoint.Africa