Supermom is a parenting platform with 20 million users in 6 Southeast Asian countries, providing parents with price comparisons, communities, and the opportunity to earn money by answering surveys. For brands, it provides a way to conduct market research and collect first-party data. This is important for the marketer to prepare for her post-cookie world.
The Singapore-based startup today announced it has raised S$8 million (approximately US$6 million) in an oversubscribed Series A led by Qualgro, with participation from AC Ventures. Supermom currently has presence in Indonesia, Malaysia, Singapore, Vietnam and Thailand, with plans to expand to more markets. Over 200 consumer brands use his Supermom for marketing research, including Kimberly-Clark, Procter & Gamble, and Philips.
Founded by Joan Ong, Luke Lim, Lynn Yeoh and Rebecca Koh, Supermom started in 2013 as a platform for community groups and in-person events. “Motherhood is a very lonely journey and I wanted to support other parents,” said Ong, whose next five years focused on Singapore. Then, in 2019, Supermom’s team decided to expand across Southeast Asia, so they shifted their focus from community events to digital her marketing.
Supermom’s enterprise market research platform allows brands to conduct market tests with highly targeted groups of people. Its backend tracks parent demographics in a database. This includes aggregate data about your child’s age, occupation and interests. In addition to writing reviews and participating in surveys, parents can apply to become her brand ambassador through her Supermom. When you apply, brands can see your social media follower count and group affiliation.
Qualgro partners with Jeremy Soh and Neo WeiSheng, Supermom founder Rebecca Koh, Joan Ong, Lynn Yeoh and Luke Lim.
A quantitative study of about 1,000 people, which typically takes months to put together, can be completed in less than an hour with Supermom, according to Lim. Surveys can be launched simultaneously in 6 countries by inviting specific users. To set up the survey, brands select a country and then filter for specific demographics, such as age of children. Supermom’s platform also guides you through the process of creating questions.
In addition to their own research, brands also get information such as brand indexing and ranking of brands that consumers trust most. That data can be categorized by demographics. For example, researchers can see if a brand is used by her 50% of mothers over the age of 30, and then narrow it down by disposable income level.
Supermom will use the newly raised funding for data and product capabilities, as well as expansion in Southeast Asia.
“With all businesses moving to a cookie-free world, having direct access to consumers is critical,” said Ong. “Because they can no longer do retargeting and they can’t use cookies to target consumers. We’re helping them get party data and actually reach out to their target audience.”
In a statement regarding the funding, Qualgro general partner Weisheng Neo said: Brands will find the Supermom platform to be a goldmine of insights and first-party data activation. ”
