theAsianparent

What theAsianparent does

theAsianparent, operated by Tickled Media Pte. Ltd., is a Singapore-headquartered content, community, and commerce platform serving expectant parents and parents of young children across 13 countries. Founded in 2008 by Roshni Mahtani, the company has grown to approximately 250 employees and reaches 35 million parents monthly through localized brand properties including theAsianparent, theIndusparent, theAfricanparent, and theAussieparent. Its served market spans Southeast Asia (Singapore, Thailand, Indonesia, Philippines, Malaysia, Vietnam), South Asia (Sri Lanka, India), East Asia (Japan), Oceania (Australia), and West and East Africa (Nigeria, Kenya), with a registered community of 25 million parents and over 555,000 social community members.

The platform is built on a mobile-first architecture combining native iOS and Android applications with country-specific websites. Core product modules include the Pregnancy Tracker (day-by-day tracking from conception through birth), the Baby Tracker (logging feeds, nappy changes, naps, and milestones through age 4), a Kick Counter, a Due Date Calculator, and a forum-based community platform (ParentTown) with polls, photo sharing via Photo Booth, recipes, and topic-based discussions. Editorial content covers pregnancy, parenting, child development, feeding and nutrition, education, and lifestyle. A Product Guide & Reviews database with TAP Awards, the VIP Parents influencer program, and the contributor content program anchor the commerce and creator sides of the platform. The company also operates Project Sidekicks, a social impact initiative targeting a 10% reduction in global stillbirths.

Revenue is generated through three primary streams: advertising via brand partnerships, sponsored content, and display ads sold through an 'Advertise With Us' B2B offering to brands targeting parents; Premium Services offered as an auto-renewing in-app subscription distributed through Apple App Store and Google Play; and affiliate and product commerce revenue driven by Product Guide recommendations and community reviews. The company has raised venture capital from investors including Fosun RZ Capital (lead of a 2019 Series C), JD.com, ATM Capital, WHG Capital, 14th Street Global Ventures, Global Grand Leisure, Redbadge Pacific, and Mirae Asset-Naver Asia Growth Fund (2019 Series C). The legal entity, Tickled Media Pte. Ltd., is registered in Singapore with company number 200917867M.

Name

theAsianparent

Legal name

Tickled Media Pte. Ltd.

Website

https://sg.theasianparent.com

Company type

Private

Founded year

2008

Operating status

Operating

Headcount range

251–500 employees

Short description

theAsianparent is a Singapore-headquartered content, community, and commerce platform serving expectant parents and parents of young children across 13 countries. It combines pregnancy and baby tracking tools, expert-reviewed articles, and community forums, monetized via advertising, premium subscriptions, and affiliate commerce.

Ownership category

akta.pro rank

Product category

Parenting Content Platform

NAICS

Advertising Agencies (54181)

SIC

Services-Advertising (7310)

akta.pro primary industry

Baby, Kids & Maternity Marketplaces (CRAFABAG)

Keywords

• Parenting content platform
• Pregnancy tracking app
• Baby development tools
• Parent community forum
• Child health content

Headquarters

HQ city

Singapore

HQ country

Singapore

HQ region

Asia

Offices1 record

Markets served

GTM type

B2C

Offering type

Digital Commerce or Content

Cost components

Personnel, Technology or R&D, Marketing or Sales, Operations, Others

Revenue model

1. Advertising: Brand partnerships, sponsored content, and display advertising. Advertise With Us page indicates B2B advertising offerings to brands targeting parents.
2. Premium Services: Optional subscription-based Premium Services with additional features and content. Auto-renewing subscriptions through Apple App Store and Google Play.
3. Affiliate/Product Commerce: Product recommendations and reviews with affiliate links. Featured products, Editor's Choice, and community reviews drive product discovery and affiliate revenue.

Pricing tiers

Go-to-market motion3 records

Distribution channels4 records

Marketing channels10 records

Core offering

theAsianparent operates a mobile-first content, community, and commerce platform for parents across 13 countries, offering pregnancy and baby tracking tools, expert-authored editorial articles, community forums, product reviews, and B2B advertising solutions. The free app and web platform serve 35 million parents monthly, with revenue generated from advertising, premium subscriptions, and affiliate commerce.

Product overview

theAsianparent is a unified content, community, and commerce platform for parents spanning pregnancy through early childhood. The core offering comprises a mobile app (iOS/Android) integrating pregnancy and baby tracking tools (Pregnancy Tracker, Due Date Calculator, Baby Tracker, Kick Counter), a community platform with social features (Polls, Photo Booth, Food & Recipes), and an editorial content hub with expert articles. A complementary Product Guide & Reviews section and TAP Awards program provide commerce intelligence. The company also runs Project Sidekicks, a stillbirth reduction initiative. The platform is localized across 13 countries and reaches 35 million parents monthly, supported by 250 employees under parent company Tickled Media.

Differentiator

Problem solved

Functional benefit

Brands

• ParentTown: Free community platform offering forums, polls, photos, food & recipe sharing, and topic-based discussions for parents.
• Project Sidekicks
• TAP Awards
• VIP Parents
• Rewards Program

Products and services

• theAsianparent App Mobile application for iOS and Android that integrates pregnancy tracking, baby development tools, community forums, expert-authored articles, and personalized content feeds for parents across Asia and Africa.
• Community Platform (ParentTown) Free community platform (operated as ParentTown) where parents can join topic-based forums, participate in polls, share photos through Photo Booth, exchange food and recipes, and engage with 25 million parents across Asia.
• theAsianparent Content Platform Editorial content hub of expert-authored and community-contributed articles spanning pregnancy, parenting, child development, education, feeding and nutrition, lifestyle, and family health, localized across 13 country markets.
• Product Guide & Reviews Curated database of parenting and baby products that combines community reviews, editor recommendations, and TAP Awards recognition to help parents discover and evaluate products.
• Premium Services Subscription Optional auto-renewing subscription offering additional features and content on top of the free app, purchased through Apple App Store or Google Play.
• Advertise With Us (B2B Advertising) B2B advertising offering that lets brands reach theAsianparent's audience of 35 million parents through sponsored content, advertorials, brand partnerships, and display advertising across the platform and its localized country editions.
• TAP Awards Program Annual awards program recognizing top parenting and baby products across categories, providing brands with visibility and credibility signals among the platform's parent audience.

Quantifiable outcome

• 35 million parents reached monthly across 13 countries
• +2 more outcomes

Named customers1 record

Segments3 records

Ideal customer profiles3 records

Technology focussed Yes

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Integration4 records

Feature5 records

Partnerships

Four partnerships are on record, tiered minor and core.

• Rumah123minorGTM or Marketing PartnerPartner brand featured on theAsianparent platform. Rumah123 is a property platform whose brand is displayed as a partner on the community page.
• VIP ParentscoreGTM or Marketing PartnerVIP Parents is an influencer/creator program for parent content creators. Features as both a partner brand and a platform feature (parents.vip). Enables parent influencers to create and share content.
• Mama's ChoicecoreGTM or Marketing PartnerFeatured partner brand on products page and in articles. Mama's Choice products including breast pumps, maternity bras, and body care products are featured and reviewed on the platform.
• TAP Awards PartnersminorGTM or Marketing PartnerVarious brands participate in TAP Awards program as sponsors or nominees, gaining visibility with the parent audience.

Scale indicators9 records

Recent moves6 records

Expansion highlights6 records

Direct peers

• BabyCenter: Global pregnancy and parenting content/community platform owned by Ziff Davis (formerly Everyday Health). Directly comparable as a multi-market, ad-supported parenting destination with trackers, expert content, and community forums serving expectant and new parents.
• What to Expect: Pregnancy and parenting platform from Everyday Health Group, anchored by the What to Expect book brand. Competes with theAsianparent on pregnancy tracking, week-by-week content, and community Q&A across global markets.
• BabyChakra: India-based parenting content and community platform serving expectant and new mothers. Closest comparable for theIndusparent in terms of geography, content-led model, and tier-2/3 city audience targeting.

Broad incumbents

• The Bump: Pregnancy and parenting vertical of The Knot Worldwide. Comparable as a content, tracker, and registry platform operating within a larger wedding/family portfolio rather than as a standalone parenting destination.

Regional players

• SmartParents: Malaysia-focused parenting platform (under Havas/GroupM network). Comparable as a SEA regional peer with localized content, community, and brand-partnership monetization targeting Malaysian parents.
• Parent24: South African parenting content and community platform under Media24/Naspers. Comparable as a regional parenting destination with content, forums, and expert advice across a single African market.
• MumsVillage: Kenyan parenting community platform. Comparable as a regional African peer with localized content and community features serving expectant and new mothers in East Africa.
• Babyology: Australian parenting content and reviews platform. Comparable as a regional peer for theAussieparent in Oceania, with product reviews, expert content, and community features.

Emerging players

• Peanut: Social networking app for women through fertility, pregnancy, and motherhood. Comparable as an emerging community-led peer overlapping on the social/community layer of theAsianparent's offering.
• Huckleberry: AI-driven baby tracking and sleep app. Comparable as an emerging tracker-first peer overlapping on the Baby Tracker and feed/sleep tracking functionality within theAsianparent's app.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat6 records

Key risks6 records

Key highlights6 records

Customer concentration

• Xx.com/theasianparent
• Facebookfacebook.com/timeline

Revenue estimate

Valuation estimate

Number of profiles

Profiles16 records

Funding overview

Funding rounds2 records

Investors8 records

Funding detail is available on the Subscription and Enterprise plan.Contact sales →

M&A

Investments

M&A and investment is available on the Subscription and Enterprise plan.Contact sales →

Frequently asked questions about theAsianparent