Singapore-based Supermom helps parenting brands navigate a post-cookie world • TechCrunch

Supermom, a parenting platform with 20 million users in six Southeast Asian countries, offers parents price comparisons, communities and the chance to earn money by taking surveys. For brands, it gives them a way to conduct market research and collect first-party data, which is important as marketers prepare for a post-cookie world.

The Singapore-based startup today announced that it has raised an oversubscribed SGD$8 million (approximately US$6 million) Series A led by Qualgro, with participation from AC Ventures. Supermom currently has a presence in Indonesia, Malaysia, Singapore, Vietnam and Thailand, with plans to expand into other markets. Over 200 consumer brands use Supermom for marketing research, including Kimberly Clark, Procter & Gamble and Philips.

Supermom was founded by Joan Ong, Luke Lim, Lynn Yeoh and Rebecca Koh, and started as a platform in 2013 for community groups and in-person events. “Motherhood is a pretty lonely journey and I wanted to support other parents,” Ong said. The next five years focused on Singapore. Then, in 2019, the Supermom team decided to expand throughout Southeast Asia. So she focused on community events and digital marketing.

Supermom’s market research platform for businesses allows brands to conduct market testing with highly targeted groups of people. Its backend tracks parents’ demographics in its database, including aggregated data on their children’s ages, occupations, and interests. In addition to writing reviews or taking surveys, parents can apply to be brand ambassadors through Supermom, and when they do, brands can view their social media and group follower counts. to which they belong.

Lim says quantitative surveys of around 1,000 people typically take months to set up, but can be done in an hour through Supermom. Surveys can be launched simultaneously in six countries, with specific users invited to respond. To set up a survey, brands select a country and then filter specific demographics such as children’s ages. Supermom’s platform also guides them through the question writing process.

In addition to their own surveys, brands also get information such as brand indexing or a ranking of the brands consumers trust the most. This data can be broken down by demographic group. For example, researchers can see if a brand is used by 50% of mothers over the age of 30, and then narrow them down based on disposable income level.

Supermom will use its new funding for its data and product capabilities, and its expansion into Southeast Asia.

“As businesses all move towards a cookie-free world, having direct access to consumers is very, very important,” Ong said. “Because they can no longer do retargeting and use cookies to target consumers. So, with the millions of users we have, we help many brands get that critical first-party data so they can really tap into their target audience.

In a statement on the funding, Qualgro general partner Weisheng Neo said, “We recognize the current lack of brand access to reliable and secure data about parents, an important and growing customer segment. Brands will find the Supermom platform to be a treasure trove of information and first-party data activation. »