Singapore-based mostly Supermom aids parenting makes navigate a article-cookie globe • TechCrunch

Supermom, a parenting platform with 20 million customers in 6 Southeast Asian international locations, offers mother and father selling price comparisons, communities and the chance to make revenue by completing surveys. For brand names, it offers them a way to perform industry study and acquire first-celebration knowledge, which is crucial as entrepreneurs prepare for a submit-cookie planet.

The Singapore-centered startup introduced today it has lifted an oversubscribed Series A of $8 million SGD (about $6 million USD) led by Qualgro, with participation from AC Ventures. Supermom at this time has a existence in Indonesia, Malaysia, Singapore, Vietnam and Thailand, and ideas to expand into more marketplaces. Over 200 shopper makes use Supermom for marketing research, like Kimberly Clark, Procter & Gamble and Philips.

Supermom was launched by Joan Ong, Luke Lim, Lynn Yeoh and Rebecca Koh, and at first started off as a platform in 2013 for neighborhood teams and in-person events. “Motherhood is quite a lonely journey and I desired to help other mom and dad,” explained Ong. The future 5 several years ended up focused on Singapore. Then in 2019, Supermom’s staff decided they wanted to scale across Southeast Asia, so they pivoted their aim from neighborhood situations to electronic promoting.

Supermom’s market research platform for corporations lets brand names conduct market place screening with incredibly focused teams of people today. Its backend tracks the demographics of moms and dads in its database, together with aggregated details about the age of their little ones, their occupations and pursuits. In addition to creating reviews or participating in surveys, dad and mom can apply to be brand ambassadors via Supermom, and when they do, brand names can see their number of followers on social media and what teams they are in.

Qualgro associates Jeremy Soh and Neo WeiSheng, with Supermom founders Rebecca Koh, Joan Ong, Lynn Yeoh and Luke Lim

Lim says that quantitative surveys of about 1,000 people usually will take months to put alongside one another, but can be performed within just an hour through Supermom. Surveys can be released at the same time in 6 international locations, with particular end users invited to acquire them. To set up a study, makes choose a nation, then filter for unique demographics like age of little ones. Supermom’s platform also guides them through the course of action of composing inquiries.

In addition to their have surveys, manufacturers also get details like brand name indexing, or a rating of which manufacturers are most trusted by people. That details can be broken down by demographic—for example, researchers can see if a brand name is employed by 50% of moms aged around 30 years, and then slender that down by disposable income stage.

Supermom will use its new funding on its details and product capabilities, and enlargement in Southeast Asia.

“As organizations all shift into a cookieless environment, obtaining immediate accessibility to buyers is very, pretty critical,” stated Ong. “Because they can no longer do retargeting and use cookies to goal buyers. So with the millions of buyers that we have, we are encouraging a lot of models to get this vital initial-bash information so they can essentially accessibility their focus on viewers.”

In a assertion about the financing, Qualgro standard companion Weisheng Neo explained, “We recognize the present-day gap in brands’ accessibility to responsible, secure info on parents, a big and increasing purchaser segment. Manufacturers will locate the Supermom system to be a treasure trove of insights and very first-bash data activation.”