Meet the Team

Trident is a health & behaviour change technology start up founded by Kieran McLeod and Samantha Filby.

ByeGwaai is their first product, aimed at helping all South Africans to access an affordable smoking cessation program that adapts according to their personalised needs. Trident's mission is to bring personalised healthcare to South Africans through evidence-based treatments and data-driven insights.

Kieran McLeod

Kieran McLeod LinkedIn link
CEO, Medical Doctor
Kieran McLeod Co-Founder

Kieran trained as medical doctor at the University of Cape Town and has a diploma in emergency care. He has a keen interest in behavioural science as well as leveraging the power of technology to improve patient outcomes. Inspired by his mother’s battle to quit smoking during his childhood and spurred on by the lack of accessible, quality quitting programs in South Africa, Kieran formed ByeGwaai with the dream of helping South Africans free themselves from the world’s leading cause of preventable death and disease – tobacco smoking.

Samantha Filby

Samantha Filby LinkedIn link
CIO, Economist
Samantha Filby Co-Founder

Sam studied PPE (politics, philosophy and economics) at the University of Cape Town and subsequently earned both an honours and a masters in economics. She currently works for the department of economics at UCT as a lecturer and course convener as well as a researcher for REEP (Research unit on the Economics of Excisable Products). She is a highly motivated and committed to finding innovative solutions to challenges facing sustainable economic and social development. She values creative thinking, intellectual curiosity and working with people from diverse backgrounds and cultures. Sam believes ByeGwaai represents an opportunity for South Africa to do more to help people quit smoking above and beyond the policies that she has already helped to put in place. As a former smoker herself, Sam learned how challenging quitting can be and hopes to build comprehensive solution to make that journey easier for other smokers in South Africa.

Get the ByeGwaai app now.

Available on your favourite app stores.