Supermom, a parenting platform with 20 million customers in six Southeast Asian international locations, gives mother and father value comparisons, communities and the prospect to earn cash by finishing surveys. For manufacturers, it provides them a option to conduct market analysis and gather first-party knowledge, which is essential as entrepreneurs put together for a post-cookie world.
The Singapore-based startup introduced immediately it has raised an oversubscribed Sequence A of $8 million SGD (about $6 million USD) led by Qualgro, with participation from AC Ventures. Supermom at the moment has a presence in Indonesia, Malaysia, Singapore, Vietnam and Thailand, and plans to develop into extra markets. Over 200 shopper manufacturers use Supermom for advertising and marketing analysis, together with Kimberly Clark, Procter & Gamble and Philips.
Supermom was based by Joan Ong, Luke Lim, Lynn Yeoh and Rebecca Koh, and initially began as a platform in 2013 for neighborhood teams and in-person occasions. “Motherhood is sort of a lonely journey and I wished to help different mother and father,” stated Ong. The following 5 years had been centered on Singapore. Then in 2019, Supermom’s staff determined they wished to scale throughout Southeast Asia, so that they pivoted their focus from neighborhood occasions to digital advertising and marketing.
Supermom’s market analysis platform for companies lets manufacturers carry out market testing with very focused teams of individuals. Its backend tracks the demographics of fogeys in its database, together with aggregated knowledge in regards to the age of their youngsters, their occupations and pursuits. Along with writing evaluations or taking part in surveys, mother and father can apply to be model ambassadors via Supermom, and after they do, manufacturers can see their variety of followers on social media and what teams they’re 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 individuals often takes months to place collectively, however may be finished inside an hour via Supermom. Surveys may be launched concurrently in six international locations, with particular customers invited to take them. To arrange a survey, manufacturers choose a rustic, then filter for particular demographics like age of youngsters. Supermom’s platform additionally guides them via the method of writing questions.
Along with their very own surveys, manufacturers additionally get info like model indexing, or a rating of which manufacturers are most trusted by customers. That knowledge may be damaged down by demographic—for instance, researchers can see if a model is utilized by 50% of moms aged over 30 years, after which slim that down by disposable earnings stage.
Supermom will use its new funding on its knowledge and product capabilities, and growth in Southeast Asia.
“As corporations all transfer right into a cookieless world, having direct entry to customers could be very, essential,” stated Ong. “As a result of they will not do retargeting and use cookies to focus on customers. So with the tens of millions of customers that now we have, we’re serving to loads of manufacturers to get this important first-party knowledge to allow them to truly entry their audience.”
In an announcement in regards to the financing, Qualgro normal companion Weisheng Neo stated, “We acknowledge the present hole in manufacturers’ entry to dependable, safe knowledge on mother and father, a big and rising buyer section. Manufacturers will discover the Supermom platform to be a treasure trove of insights and first-party knowledge activation.”
