Let’s Work Together


AC Ventures backs leading Southeast Asian parenting network Supermom

Published on January 10, 2023


Supermom, one of Southeast Asia’s largest parenting networks, is pleased to announce the closing of its oversubscribed US$5.9 million series A fundraising round. The round was led by Qualgro, a venture capital firm with a focus on Artificial Intelligence and data, with participation from AC Ventures, an early-stage venture capital firm.

Supermom was established by Joan Ong, Luke Lim, Lynn Yeoh, and Rebecca Koh, recognizing the need for parents to seek guidance and advice from other parents who have gone through similar experiences. The company’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 help parents connect with each other.

The startup also actively collects opinions and insights from parents and shares this information across its network. Parents can join communities that match their parenting needs and interests via Supermom’s website and app. The company also partners with other private social parent communities across various platforms such as Facebook, WhatsApp, Telegram, and more.

Supermom’s unique business model


Today, the business 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 & Child, Education, FMCG, Fashion, and Beauty. The company boasts partnerships with 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.

“We are excited to have a partner with strong 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,” said Luke Lim, Founder and Chairman of Supermom.

Weisheng Neo, General Partner at Qualgro, added, “Supermom is a one-of-a-kind platform that provides immense value to households in Southeast Asia because of its data-centricity. We recognize the current gap in brands’ access to reliable, secure data on parents, a large and growing customer segment. Brands will find the platform to be a treasure trove of insights and first-party data activation.”

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

Supermom’s series A round will further enhance its data and product capabilities and accelerate regional expansion. The company is looking for talent to build Southeast Asia’s largest consumer data powerhouse while continuing to deliver superior value to both families and to brands.

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