Supermom Raises S$18M Series B to Scale AI-Driven Data Platform for Southeast Asia’s Parents

Singapore-based Supermom, an AI-driven consumer data platform designed for mothers, has raised S$18 million (US$14 million) in a Series B funding round. The round was led by regional venture capital firm Granite Asia, with additional support from Hearst Ventures and existing backers AC Ventures and Qualgro.

This latest funding round follows Supermom’s S$8 million Series A round in December 2022, which Qualgro also led. With this investment, Supermom aims to enhance its platform and expand its offerings for mothers.

The platform reaches more than 10 million parents across Southeast Asia, backed by over 6,000 online communities and partnerships with 250+ consumer brands, including industry leaders such as AIA, Kimberly Clark, and Unilever.

Supermom aims to provide families with valuable insights into lifestyle and consumption choices. In addition, the platform empowers mothers by creating income-generating opportunities for sharing their insights and user-generated content, building connections among like-minded parents.

Luke Lim, CEO of Supermom, expressed gratitude to both new and returning investors for their belief in the company’s vision. He talked about his plans to establish the largest AI-driven data platform in the region, highlighting the success achieved over the past four years by focusing on core solutions and clients. 

Lim acknowledged the company’s focus on core solutions and clients over the past four years, laying a strong foundation for future growth. He emphasized the value of having Granite lead this funding round, given their extensive experience in transforming tech startups into industry leaders. With Granite Asia leading this investment round, Lim is confident in Supermom’s future growth and impact.

Investors are optimistic about Supermom’s potential in the Southeast Asian market. Jenny Lee, Managing Partner at Granite Asia, stated their excitement to partner with Supermom, which aligns with their values of supporting companies that positively impact communities. 

Katie Hu, Managing Director at Hearst Ventures, highlighted Supermom’s substantial impact on brand growth and its positive influence on the lives of mothers and families, describing it as a standout company in the region.

Founded by Joan Ong, Luke Lim, and Rebecca Koh, Supermom shifted its focus to a data platform model after exploring various approaches, including e-commerce, which was profitable during the pandemic. Lim recognized that competing with established players like Shopee and Lazada would be challenging in the long term, prompting the decision to pursue a differentiated model with less competition. 

The platform has seen notable growth, especially in Indonesia, following the launch of Project 1MPACT and the onboarding of new agencies and brands.