Supermom secures SGD$18m for AI growth & expansion

Supermom, a Singapore-based AI consumer data platform, has secured SGD$18 million (USD$14 million) in a series B funding round from four investors.

The funding round was led by Granite Asia, a prominent venture capital firm in Asia, and included contributions from Hearst Ventures as well as returning investors Qualgro and AC Ventures.

Less than two years after its series A funding of SGD$8 million in December 2022, Supermom continues to draw investor interest for leveraging AI and data to add value for families and consumer brands.

The platform has established itself as a connector between brands and consumers, especially targeting mothers, families, and local communities. It boasts a sprawling network consisting of over 10 million parents across Southeast Asia, more than 6,000 online communities, and in excess of 250 consumer brands as clients. Top names among its clientele include multinational corporations such as AIA, Kimberly Clark, Abbott Laboratories, Unilever, alongside local giants Mandiri, Indofood, and Wings Group.

Supermom plays a significant role in delivering lifestyle and consumption insights to families. It also generates income opportunities for mothers in return for their insights and user-generated content, while facilitating connections between parents with similar interests.

The newly acquired funds are set to be directed towards bolstering Supermom's AI capabilities and supporting international expansion, with a focus on enhancing product offerings and encouraging innovation to offer increased benefits to brands and consumers. Additionally, the company aims to expand its team to hasten development efforts.

Luke Lim, CEO of Supermom, expressed gratitude towards the investors, stating, "We are grateful to our investors — both new and returning - for believing in our vision and extending their support. As a company we remain committed to building the largest AI driven data platform in SEA 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. We are thrilled to have Granite lead this investment round. With their extensive global experience in transforming tech startups into industry leaders, we are confident in the future growth and impact of our business."

Jenny Lee, Managing Partner at Granite Asia, remarked, "We are thrilled to partner with Supermom as they build the largest AI driven data platform in SEA connecting brands and consumers. At Granite Asia, 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. We look forward to helping accelerate their growth and expand their reach across the region."

Katie Hu, Managing Director of Hearst Ventures, added, "We were impressed by the way in which the Supermom platform has delivered significant business growth for brands, while enhancing parenthood experiences for mothers and families. Its expanding footprint in the Southeast Asia region makes it an attractive company to watch out for. We are looking forward to working with the Supermom leadership to unleash their ambitions for the region."

Weisheng Neo, Partner at Qualgro, commented on the continuous commitment, sharing, "As an AI and data investor, our confidence in Supermom's team stems from our strong working relationship that has led to accelerated growth and outstanding products. We have been impressed by the speed and dedication for building an advanced data platform."

Adrian Li, Managing Partner at AC Ventures, noted, "We have seen the Supermom business in Indonesia grow significantly in the last one year, with the launch of Project 1MPACT and onboarding of new agencies and brands. We are excited to be a part of their growth journey in SEA's largest and fastest growing market."

Supermom was co-founded by Joan Ong, formerly Managing Director of global MICE organiser Terrapinn, along with Luke Lim and Rebecca Koh, Chief of Staff of Supermom.