S’pore’s Supermom raises S$18M in Series B funding to expand its AI-driven platform in SEA

Singapore-based Supermom, a leading AI-powered consumer data platform, recently raised S$18 million in a Series B funding round.

Led by Granite Asia with participation from Hearst Ventures, Qualgro, and AC Ventures, this funding follows their S$8 million Series A round last December.

Supermom plans to channel this fresh capital into expanding its AI tools, international reach, and team across Southeast Asia to further support consumer engagement and brand activations, it said in a press release.

AI vision for brand-consumer connections

Founded by Joan Ong, Luke Lim, and Rebecca Koh, Supermom serves a growing ecosystem of over 10 million parents across Southeast Asia, along with 6,000 online communities.

With major clients including global names like AIA, Kimberly Clark, and Unilever, as well as regional giants like Mandiri and Indofood, Supermom’s platform creates data-driven insights that enhance brands’ connections with family-centred consumers.

Supermom’s AI tools are designed to analyse data and provide actionable insights that benefit both brands and platform users. By creating accurate user profiles, Supermom can tailor brand activations, helping families discover relevant products while allowing users to earn rewards.

This data-driven approach also aids in content generation by users, making the platform more engaging and meaningful for families seeking relatable brand experiences.

One standout feature of Supermom’s latest AI application is its Knowledge of Moms (KOM) graph, which uses predictive algorithms to refine how brands reach and engage with key consumer segments.

By identifying and analysing influential parent figures within its network, Supermom offers brands a powerful, predictive way to deliver more personalised, effective campaigns to the right audiences.

According to Supermom’s CEO, Luke Lim, this technology is a vital piece of the puzzle in their mission to build SEA’s largest AI-driven data platform focused on families and brands.

“We are grateful to our investors—both new and returning—for believing in our vision and extending their support,” said Lim.

“With Granite Asia’s leadership, we’re confident in our growth potential and the impact we can make by connecting brands and consumers on a more meaningful level.”

Aiming for regional expansion

Already operational in Singapore, Malaysia, Indonesia, and newly in Vietnam, Supermom is primed to continue its regional expansion.

The company’s strategic plan includes growing its workforce from over 100 to around 150 employees across Southeast Asia, positioning itself to capture even more of the region’s growing parent market, reported The Business Times.

“We plan to triple our engagements and grow our user base, deepening our tech and making it more robust and efficient, and realise this in the next 12 months,” Lim was quoted as saying by the new portal.

The latest investment signals strong confidence in Supermom’s vision to harness AI in building predictive consumer profiles, ultimately transforming how brands interact with family-focused consumers.

With its newest funding, the company is well-positioned to deliver on its mission and capitalise on the opportunities of Southeast Asia’s vibrant young demographic.

Featured Image Credit: AC Ventures