Supermom, a Singapore-based parenting networks, has on Wednesday announced the closing of its oversubscribed SG$8 million ($6.01 million) Series A fundraising, led by Qualgro, with participation from AC Ventures.

In a statement, Supermom said its Series A fundraise is set to further enhance its data and product capabilities and accelerate regional expansion.

It said the company is looking for talent to build Southeast Asia’s largest consumer data powerhouse, while continuing to deliver superior value both to parents/families and to brands.

“We are excited to have a partner with strong artificial intelligence (AI) and data expertise like Qualgro on board as we enter the next phase of growth,

“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 Founder and Chairman Luke Lim said.

Supermom is a digital technology platform that connects brands to parents, authorities, and local communities, forming a robust ecosystem and network that help enrich the lives of families.

Established by Joan Ong, Luke Lim, Lynn Yeoh, and Rebecca Koh, the firm recognizes that parents often seek guidance and advice from other parents who have gone through similar experiences.

The firm’s mission is to allow parents to discover valuable crowdsourced parenting tips, best practices, and reliable product reviews for their children.

This is facilitated by Supermom’s own communities, which helps parents connect with each other.

Supermom also actively collects opinions and insights from their parents and shares this information across its network.

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 reaches a network of 20 million parents from over 1,000 social communities across Southeast Asian countries.

For businesses, Supermom is the trusted data and consumer insights platform for over 200 consumer brands across multiple industries, including mother and child, education, fast-moving consumer goods (FMCG), fashion, and beauty.

The company boasts global brands such as Kimberly Clark, Procter & Gamble, and Philips, among others.

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.

Headquartered in Singapore, Supermom has teams across Indonesia, Malaysia, Thailand, Vietnam, and China.

“Supermom is a one-of-a-kind platform that provides immense value to households in Southeast Asia because of its data-centricity. We recognise the current gap in brands’ access to reliable, secure data on parents, a large and growing customer segment,

“Brands will find the Supermom platform to be a treasure trove of insights and first-party data activation.” said Weisheng Neo, General Partner at Qualgro.

Qualgro is a venture capital firm based in Singapore, investing mainly in startups with business to business (B2B), data/AI and software capabilities, to support talented entrepreneurs with regional or global growth ambition.

The firm invests primarily in Southeast Asia, at Series A and B. Across 31 companies in their portfolio with a combined valuation of $7 billion+, Qualgro’s records include investments into three unicorns, seven full-exits including one initial public offering (IPO) and three acquisitions by international players.

AC Ventures Founder and Managing Partner Adrian Li said 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 gives us confidence that the platform is serving a long-term trend in the region,” he added.

AC Ventures is a Southeast Asian venture capital firm investing in early- stage startups focused on Indonesia and ASEAN.

The firm currently has over $500 million in assets under management, invested across five funds. Since 2012, the firm’s partners have invested in more than 120 technology companies in the region.

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