In a historic achievement for African innovation, the Nigerian women-focused fintech platform, Herconomy, has emerged as a top winner at the prestigious Eurobest Awards 2025. The company secured an impressive four awards, including the coveted Grand Prix, for its groundbreaking financial product designed for mothers, the Breastmilk Money Account.
A Landmark Victory for Purpose-Driven Innovation
This victory marks a significant moment, positioning Herconomy as a global leader in creative and socially impactful solutions. The awards were announced on December 6, 2025. In collaboration with its creative partner, Serviceplan Group, Herconomy achieved an unprecedented sweep for a Nigerian fintech at the European awards, winning the Grand Prix, Gold, Silver, and Bronze medals across multiple categories.
The Breastmilk Money initiative was celebrated as a masterful blend of creativity, healthcare innovation, and culturally sensitive financial design. It directly addresses the dual challenges of promoting healthy infant feeding practices and alleviating financial pressure on mothers.
How the Breastmilk Money Account Works
At its core, the Breastmilk Money Account is a first-of-its-kind savings product. It empowers mothers by turning the act of breastfeeding into a long-term financial opportunity. The product allows mothers to save the equivalent cost of commercial baby formula while they breastfeed.
These savings grow at a competitive interest rate of 14.3 percent over a two-year period, which aligns with global health recommendations for breastfeeding duration. This innovative approach seamlessly integrates maternal health advocacy with practical financial literacy and economic empowerment.
Global Recognition and Accolades
At the Eurobest Awards 2025, the product's impact was recognized across several highly competitive categories:
- Grand Prix – Healthcare, Health & Wellness: Awareness and Advocacy; Brand-led Education and Awareness: Direct.
- Gold – Creative Data: Culture and Context, Single-Market Campaign.
- Silver – Glass: Product or Service.
- Bronze – Healthcare, Health & Wellness: Awareness and Advocacy; Brand-led Education and Awareness: Creative Data.
Founder and CEO of Herconomy, Ife Durosinmi-Etti, highlighted the product's mission-driven origin. She stated that Breastmilk Money was created to respond to a very real need, where mothers face financial strain when they need support the most. She expressed honour at seeing African creativity and tangible impact celebrated on a global stage.
This success underscores Herconomy's broader mission to close the financial inclusion gap for women through products that are deeply relevant to their cultural and life contexts. It also signals growing international appreciation for African-led innovations that tackle systemic social challenges with bold, empathetic solutions.
The synergy with Serviceplan Group was credited for helping transform a powerful local insight into a narrative with global resonance. From Nigeria to the world, the Breastmilk Money Account is now fueling a vital conversation about maternal support, proving that fintech can be a powerful vehicle for compassionate, culturally-rooted change.
