Singapore’s Supermom, an AI-driven consumer data platform, has recently raised SGD$18 million (approximately USD$14 million) in a series B funding round led by Granite Asia, a prominent venture capital firm. This funding comes as a testament to the growing interest in leveraging artificial intelligence and consumer insights to serve families and brands. Along with Granite Asia, contributions also came from Hearst Ventures and returning investors Qualgro and AC Ventures.
Less than two years after securing SGD$8 million in its series A funding round in December 2022, Supermom continues to attract investor attention, demonstrating the increasing significance of using AI and data to create value for families and consumer brands alike. The platform focuses on connecting brands with mothers, families, and local communities, boasting a vast network of over 10 million parents across Southeast Asia, more than 6,000 online communities, and a client roster of over 250 brands. Key names include multinational corporations like AIA, Kimberly Clark, Abbott Laboratories, and Unilever, alongside local market leaders such as Mandiri, Indofood, and Wings Group.
Supermom plays a crucial role in delivering lifestyle and consumption insights to households while creating income opportunities for mothers who share their insights and user-generated content. This strategy not only improves engagement but also drives brand loyalty. For instance, by collaborating with mothers who provide authentic feedback, brands can better tailor their products to meet consumer needs.
With the recent influx of funds, Supermom aims to enhance its AI capabilities significantly and support its international growth agenda. The capital will be allocated towards refining product offerings and fostering innovation that benefits both brands and consumers. Moreover, expanding their team will accelerate development and operational efforts to ensure that Supermom remains competitive in a rapidly changing marketplace.
Luke Lim, CEO of Supermom, expressed gratitude to 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.” Lim attributed the company’s rapid growth over the past four years to their focus on core solutions and key clients, indicating a strategic approach that prioritizes both employee and customer satisfaction.
The backing from Granite Asia further solidifies Supermom’s standing in the industry. Jenny Lee, Managing Partner at Granite Asia, noted, “We are thrilled to partner with Supermom as they build the largest AI-driven data platform in SEA connecting brands and consumers.” This partnership demonstrates a shared vision: the commitment to improve community welfare through enhanced consumer insights.
Katie Hu, Managing Director of Hearst Ventures, remarked on the impressive business growth delivered by Supermom, highlighting its focus on enhancing parenthood experiences through technology. This growth potential is encapsulated by the brand’s expanding footprint across Southeast Asia, positioning it as a key player to watch in the region.
Continuous support from Qualgro reflects the investor’s confidence in Supermom’s innovative team and their ability to deliver advanced data platforms. With the recent enhancements and the added backing, Supermom is well-positioned to expand into new markets and pioneer cutting-edge AI solutions tailored for families and brands.
Adrian Li, Managing Partner at AC Ventures, emphasized the notable growth of Supermom in Indonesia, particularly through the launch of Project 1MPACT and the onboarding of new agencies. His comments not only endorse Supermom’s ongoing efforts but also highlight a growing market segment in Southeast Asia that is ripe for disruption through well-targeted AI solutions.
Co-founded by Joan Ong, Luke Lim, and Rebecca Koh, the company reflects the vision of turning consumer insights into actionable strategies for brands. As Supermom gears up for this phase of growth, it promises to deliver enhanced services and create meaningful connections between brands and families, proving that businesses driven by a supportive community can thrive.
The implications of Supermom’s funding round extend beyond its own growth; it signifies the increasing relevance of AI in the retail and e-commerce sectors. As businesses seek to personalize experiences and improve engagement rates, platforms like Supermom showcase the potential of technology in reshaping consumer-brand dynamics.
With the strategic infusion of funds and the focus on AI-driven solutions, Supermom is poised to redefine how brands connect with families. Looking forward, stakeholders can expect to see accelerated innovation that meets the evolving needs of consumers in the Southeast Asian market.
