myFirst
myFirst is a Singapore-based consumer electronics company that designs and sells connected devices — 4G smartwatches, kid cameras, audio products, and digital frames — integrated through the myFirst Circle parental control app, serving parents and children aged 5–13 across 60 countries via direct e-commerce, retail partners, and telecom subscriptions.
- Company typePrivate
- Founded2018
- HeadquartersSingapore, Singapore
- Headcount101–250
- GTM typeB2C
- OfferingHardware or Manufacturing
What myFirst does
myFirst is a Singapore-headquartered consumer electronics company that designs and sells connected devices and subscription services targeted at children aged 5–13 and their parents. Founded in 2018, the company positions itself as the operator of the world's first connected kids-tech ecosystem, integrating multiple proprietary device categories — Fone line of 4G LTE smartwatches with GPS, video/voice calling, and SOS features; Camera line including the AI-marketed Camera 50 and Insta Lux instant-print camera; Audio line of CareBuds and CareBuds Max with hardware-based 85dB volume limits; Drawing products (3dPen Make and 3dPen Artist); and Frame line of Wi-Fi digital photo frames — under the unifying myFirst Circle parental control application. The Circle platform, alongside multiple proprietary device operating systems (FoneOS, CamOS, FrameOS), is the company's primary technology differentiator, providing a single managed environment for call, messaging, and social-sharing functions across devices, with closed and ad-free architecture marketed around child safety rather than data monetization.
myFirst generates revenue through two complementary streams: one-time hardware device sales ranging from approximately SGD 69.90 (CareBuds) to SGD 299 (Fone S4), and recurring subscription services including the Stay Connected BYOF plan at US$10/month with unlimited data, GPS, messaging, and voice/video calls, plus the FreeSIM connectivity service. Distribution is multi-channel: company-owned e-commerce storefronts across 13+ regional domains (Singapore, US, UK, Europe, Australia, Japan, Korea, Thailand, Vietnam, Hong Kong, Malaysia, New Zealand, UAE), anchor US retail partnerships with Walmart and Best Buy, and telecom operator partnerships that bundle SIM/connectivity services with devices. The company reports serving over 1 million families across 60 countries and is venture-backed, having raised an aggregate of approximately US$10.3M across four disclosed rounds including a February 2023 seed and an over-US$8M Series A led by Vertex Ventures Southeast Asia & India in March 2026.
myFirst firmographics
Firmographics- Name
- myFirst
- Legal name
- Oaxis
- Website
- https://myfirst.tech
- Company type
- Private
- Founded year
- 2018
- Operating status
- Operating
- Headcount range
- 101–250 employees
- Short description
- myFirst is a Singapore-based consumer electronics company that designs and sells connected devices — 4G smartwatches, kid cameras, audio products, and digital frames — integrated through the myFirst Circle parental control app, serving parents and children aged 5–13 across 60 countries via direct e-commerce, retail partners, and telecom subscriptions.
- Ownership category
- akta.pro rank
myFirst industry classification
Industry- Product category
- Children's Consumer Electronics
- NAICS
- Computer and Peripheral Equipment Manufacturing (33411)
- SIC
- Computer Communications Equipment (3576)
- akta.pro primary industry
- Kids Wearables (GPS watches & trackers) (CRACAIAI)
- akta.pro secondary industry
- Smartwatches & Connected Wearables (CRAKADAC)
Keywords
Where myFirst is headquartered
LocationHeadquarters
- HQ city
- Singapore
- HQ country
- Singapore
- HQ region
- Asia
Offices2 records
Markets served
myFirst business model
Business model- GTM type
- B2C
- Offering type
- Hardware or Manufacturing
- Cost components
- Supply Chain, Marketing or Sales, Personnel, Technology or R&D, Operations, Infrastructure
Revenue model
- Hardware Device Sales: One-time purchase of kid-tech devices including smartwatches (Fone series), cameras, headphones, digital frames, and 3D pens. Revenue generated from direct consumer sales through e-commerce and retail partners.
- Subscription Services (BYOF/SIM Plans): Monthly subscription plans for connectivity including BYOF (Bring Your Own Fone) SIM-only plans at $10/month with unlimited data, GPS tracking, messaging, voice and video call services. One-year rental subscription model.
- myFirst FreeSIM: FreeSIM subscription service providing data and connectivity for myFirst devices, generating recurring subscription revenue
Pricing tiers
| Model | Billing | Price |
|---|---|---|
| Subscription | Monthly | BYOF Monthly Plan - $10/month |
| One time/ perpetual license | Pay-as-you-go | Fone S4 - SGD 299 |
| One time/ perpetual license | Pay-as-you-go | Insta Lux Camera - SGD 239 |
| One time/ perpetual license | Pay-as-you-go | Fone M1 - SGD 159 |
| One time/ perpetual license | Pay-as-you-go | CareBuds Max - SGD 69.90 |
| One time/ perpetual license | Pay-as-you-go | Frame Clario - SGD 139 |
| One time/ perpetual license | Pay-as-you-go | 3D Pen Make Creator Kit - SGD 119 |
| One time/ perpetual license | Pay-as-you-go | Insta Lux Malaysia - RM 799 |
Go-to-market motion2 records
Distribution channels4 records
Marketing channels5 records
myFirst product offering
Product offeringCore offering
myFirst designs, manufactures, and sells a connected ecosystem of children's electronic devices — including smartwatches (Fone line), digital cameras, wireless earbuds, digital photo frames, and 3D pens — paired with the proprietary myFirst Circle parental control platform and subscription service. The devices run on the company's own operating systems (FoneOS, CamOS, FrameOS) and are purpose-built for children with hardware-level safety features such as GPS/geo-fencing, one-touch SOS, and restricted connectivity that blocks internet browsing and third-party app downloads.
Product overview
myFirst is the world's first connected kids tech ecosystem offering a platform-plus-devices architecture centered around the myFirst Circle parental control app, which connects and manages all devices. The product portfolio includes the Fone line of 4G smartwatch phones (R1, R2, S3+, S4, R1s) with GPS tracking, video/voice calling, and SOS features; the Camera line featuring the AI-powered Camera 50 and Insta Lux instant camera; the Audio line with CareBuds Max and CareBuds headphones featuring hardware-based 85dB volume limits; Drawing products including 3D pens (3dPen Make, 3dPen Artist) and digital sketch pads; and the Frame line (Clario, Doodle, Live) of digital photo frames. The ecosystem is supported by subscription services including FreeSIM and Stay Connected BYOF plans, all managed through the myFirst Circle platform with parental controls.
Differentiator
Problem solved
Functional benefit
Brands
- myFirst Circle: The call, messaging and social sharing app for Families, Children and Friends - a parental control app integrated with devices
- Stay Connected
- FreeSIM
Products and services
- myFirst Fone (smartwatch line) A line of kids' smartwatches (including 4G models) designed for child communication and safety, featuring GPS/geo-fencing, one-touch SOS, voice and video calling, and Class Mode. Runs the proprietary FoneOS and pairs with the myFirst Circle parental control platform. Targeted at parents of children aged roughly 5–13.
- myFirst Camera (kids' digital camera) A child-friendly digital camera built for young users, featuring the proprietary CamOS operating system and AI-powered photography enhancements (e.g., AI Magic Camera). Designed for safe, creative photography and video capture by children.
- myFirst Earbuds (kids' wireless earbuds) Wireless earbuds designed for children, with kid-safe volume limits and a form factor suited to smaller ears. Pairs with other myFirst devices and the myFirst Circle platform.
- myFirst Frame (digital photo frame) A children's digital photo frame running the proprietary FrameOS, enabling parent-curated, child-safe sharing of family photos. Designed for use on a child's desk or in their room, integrated with the myFirst Circle ecosystem.
- myFirst 3D Pen A child-safe 3D printing pen that lets children draw three-dimensional structures, supporting creative and educational play. Targeted at the same kids' tech ecosystem as the other myFirst devices.
- myFirst Circle (parental control platform / subscription) A subscription-based parental control platform (mobile app + cloud service) that unifies management of all myFirst devices — enabling location tracking, contact whitelisting, screen-time and Class Mode controls, and safe communication. Sold to parents as the connective layer across the myFirst device family.
Companies that use myFirst
Customer profileNamed customers1 record
Segments2 records
Ideal customer profiles1 record
myFirst technology and API
TechnologyTechnology focussed Yes
API detail
- Has API
- No
- API docs
- API detail
Core technology
AI maturity
App detail
Integration4 records
AI capability2 records
Feature6 records
myFirst partnerships and signals
Strategic signalPartnerships
Two partnerships are on record, tiered core.
- WalmartcoreMajor retail partner for myFirst products in the United States. myFirst was identified as one of two Vertex portfolio companies (alongside Montigo) successfully building global brands from Singapore, with Walmart and Best Buy as key retail partners.
- Best BuycoreMajor retail partner for myFirst products in the United States. myFirst was identified alongside Montigo as Vertex portfolio companies successfully building global brands, with Walmart and Best Buy as key retail distribution partners.
Scale indicators4 records
Recent moves6 records
Expansion highlights6 records
myFirst competitors and assessment
Company assessmentMarket position
Competitive moat4 records
Key risks5 records
Key highlights7 records
Customer concentration
myFirst social profiles
Digital presencemyFirst compliance and trust
Trust signalCompliance6 records
myFirst financial estimates
Financial estimateRevenue estimate
Valuation estimate
myFirst leadership team
Management profileNumber of profiles
Profiles2 records
myFirst funding detail
Funding detailFunding overview
Funding rounds4 records
Investors3 records
Funding detail is available on the Subscription and Enterprise plan.Contact sales →
myFirst M&A and investment
M&A and investmentM&A
Investments
M&A and investment is available on the Subscription and Enterprise plan.Contact sales →
Frequently asked questions about myFirst
What does myFirst do?
myFirst designs, manufactures, and sells a connected ecosystem of children's electronic devices — including smartwatches (Fone line), digital cameras, wireless earbuds, digital photo frames, and 3D pens — paired with the proprietary myFirst Circle parental control platform and subscription service. The devices run on the company's own operating systems (FoneOS, CamOS, FrameOS) and are purpose-built for children with hardware-level safety features such as GPS/geo-fencing, one-touch SOS, and restricted connectivity that blocks internet browsing and third-party app downloads.
Is myFirst a public or private company?
myFirst is a private company. It is classified as venture growth investor backed and is currently operating.
When was myFirst founded?
myFirst was founded in 2018. It employs 101 to 250 people.
Where is myFirst based?
myFirst is headquartered in Singapore, Singapore, in the Asia region.
How does myFirst make money?
Three revenue lines are on record. Hardware Device Sales are the primary driver. The others are subscription Services (BYOF/SIM Plans) and myFirst FreeSIM.
Does myFirst have an API?
No public API is recorded for myFirst.
What industry is myFirst in?
myFirst's product category is Children's Consumer Electronics. Its primary akta.pro industry code is CRACAIAI, Kids Wearables (GPS watches & trackers), with a secondary code of CRAKADAC, Smartwatches & Connected Wearables. Its NAICS code is 33411 and its SIC code is 3576.