Singapore-based parenting platform Supermom on Monday announced raising S$18 million ($14 million) in a Series B round, led by Granite Asia (formerly GGV Capital), confirming DealStreetAsia’s report earlier this month.
Returning investors AC Ventures, Qualgro, and US-based Hearst Ventures also joined the round.
The company plans to use the funds to invest in AI capabilities to transform how brands connect with parents across Southeast Asia while eyeing international expansion. So far, Supermom has a presence in Indonesia, Malaysia, and Vietnam.
“[..] We remain committed to building the largest AI-driven data platform in SE Asia connecting brands and consumers. Our track record in the last four years of scaling the business by focusing on our core solutions and core clients have helped us to build a solid foundation for growth [..],” Supermom CEO Luke Lim said in a company statement.
The funding, which comes less than two years after the firm’s S$8 million Series A round, signals strong market confidence in Supermom’s AI-driven approach to connecting brands with consumers –mothers, families, and local communities.
Supermom has established itself as a significant player in Southeast Asia’s parent-focused digital ecosystem, with a network of over 10 million parents, more than 6,000 online communities, and partnerships with over 250 consumer brands, including major corporations like AIA, Kimberly Clark, Abbott Laboratories, and Unilever, as well as regional leaders such as Mandiri, Indofood, and Wings Group.
The platform provides families with valuable consumer insights while creating income opportunities for mothers who share their experiences and user-generated content. This approach has successfully fostered a vibrant community of parents across the region.
Granite Asia managing partner Jenny Lee said, “[..] We believe in supporting companies that positively impact communities, and Supermom’s vision of empowering parents across SEA to live better and smarter aligns with our values.”
Supermom was founded in Singapore in 2013 by Joan Ong, a former Managing Director of global MICE organizer Terrapinn, along with Luke Lim and Rebecca Koh, chief of staff.
The closest competitor to Supermom, The Parentinc, said early this year that it became profitable at the group level after achieving adjusted EBITDA breakeven in August 2023.
The Parentinc operates a content and community platform for parents called the AsianParent, with localised versions for Singapore, Indonesia, Thailand, Malaysia, and the Philippines.
It raised $22 million in its Series D round in April 2022 led by East Ventures and joined by Central Retail and Westwood Holdings Group. During the same period, The Parentinc acquired a Hanoi-based online community for women Webtretho.
In Indonesia, Tentang Anak, which operates in the same space, is backed by Surge, Insignia Ventures, and startup founders-cum-angel investors Herman Widjaja (Tokopedia), Gita Priharto (Flip), Cynthia Chaerunissa (Kopi Kenangan), Mohammed Alabsi (Hypefast) and Agung Nugroho (ex-Kudo, before acquired by Grab).
