Funds for Southeast Asia Parent Survey Platform Supermom

Parenting platform Supermom, which offers its twenty million members price comparisons, networking communities, and the opportunity to earn money by completing surveys, has raised SG$ 8m ($6.01m) in a Series A round of funding, which it will use to expand its presence in Southeast Asia.

Founded by Joan Ong, Luke Lim, Lynn Yeoh and Rebecca Koh, the Singapore-based company, which also has staff in Indonesia, Malaysia, Vietnam and Thailand, gives brands and businesses a way to conduct MR with parents and families - collecting first-party data, tracking parent demographics and aggregating data about their kids. According to the firm, with its platform, quant surveys of about 1,000 people can be done within an hour, and can be launched simultaneously in six countries, with specific users invited to participate.

In addition, brands can obtain brand indexing, or a ranking of which brands are most trusted by consumers - broken down by demographic. Supermom's first-party data ecosystem also matches products or services with the right audience, delivering product samples to consumers who the firm says are 'genuinely interested in a brand'.

Venture capital firm Qualgro led new funding, with participation from AC Ventures, and will be used to enhance Supermom's data and product capabilities. Lim, who is Supermom Chairman, comments: 'We are excited to have a partner with strong artificial intelligence (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.'

Web site: www.welovesupermom.com .