MDIF has made its first investment from the MDIF Western Balkans Fund in Niš-based civic-tech company City&Me.
The platform incentivizes sustainable behaviour through a token-based system, encouraging citizens to walk, bike, recycle and engage with local initiatives. By earning tokens, users can redeem them for real-world rewards via a user-friendly mobile app.
Launched in Niš and now expanding across Serbia and Montenegro, the platform is harnessing civic tech to promote community engagement and environmental awareness. With more than 25,000 users, they are considering partnerships with companies aligned with ESG objectives as a channel to execute their expansion plans which target operations in 20 cities across the region with 50,000 monthly active users and 100,000 new users by year-end.
MDIF’s investment, made through a SAFE agreement that provides rights to future equity in the company, will support growth through recruitment, geographic expansion and improvements to marketing and technical infrastructure. This marks the first deployment from MDIF’s dedicated regional fund for the Western Balkans, designed to empower independent media and digital innovation in the region.
“City&Me was created with the idea that small actions can lead to big change – and that engaged citizens can shape better cities,” said Branko Krsmanović, CEO and co-founder of the platform. “With MDIF’s support, we’re entering a new chapter – scaling faster, building new partnerships and reaching more communities across the region.”
“This is a mission-driven team using digital innovation to connect citizens, institutions and values,” said Jelena Milosevic, Director of the MDIF Western Balkans Fund. “We’re proud to support them as our first investee and help accelerate their impact.” MDIF will provide both capital and strategic guidance to ensure continued growth as a regional force for civic participation, green innovation and community-based media. With a scalable revenue model, expanding partnerships and data-led engagement, the platform is positioned to become a key driver of civic engagement and sustainable urban development in the Western Balkans.