The Supermom founding team
Singapore-based parenting network Supermom has closed its “oversubscribed” SG$8 (US$6) million Series A fundraising round, led by Qualgro, with participation from AC Ventures.
The startup will use the money to enhance its data and product capabilities and accelerate regional expansion.
Luke Lim, Founder and Chairman of Supermom, said: “The funding and support will allow us to serve more parents in Southeast Asia and connect them with the brands they love by building new AI and data-driven tools and hiring tech and engineering talent.”
Supermom was established by Joan Ong, Luke Lim, Lynn Yeoh, and Rebecca Koh. It aims to allow parents to discover valuable crowdsourced parenting tips, best practices, and reliable product reviews for their children.
This is facilitated by its communities, which help parents connect with each other. Supermom also collects opinions and insights from their parents and shares this information across their network.
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Parents join communities befitting their parenting needs and interests via Supermom’s website and app. The company also partners with other private social parent communities (across Facebook, WhatsApp, Telegram etc.).
Today, Supermom has a network of 20 million parents from over 1,000 social communities across Southeast Asian countries.
Supermom provides data and consumer insights for over 200 consumer brands across multiple industries, including mother & child, education, FMCG, fashion, and beauty. Its clients include Kimberly Clark, P&G, and Philips. With Supermom, brands can engage parents and, with their permission, acquire accurate, reliable first-party data and insights for marketing, lead generation, and user research.
“With a growing population of 250 million parents, Southeast Asia is starting to be noticed by global and national brands. Supermom’s growth and customer retention give us confidence that the platform is serving a long-term trend in the region,” said Adrian Li, Founder and Managing Partner of AC Ventures.
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