Kiddo.id

What Kiddo.id does

Kiddo.id is an Indonesian edutech marketplace operated by PT. Kebaikan Anak Indonesia, headquartered in Jakarta and founded in 2018. The platform serves Indonesian parents (primarily in the Jabodetabek area) with a curated catalog of children's activities, online classes, courses, and merchant offerings, alongside an in-house editorial library across parenting, DIY, and child-development topics. The core product is a two-sided marketplace (kiddo.id web and Android app com.kiddo.id) where parents can browse and book activities from a long tail of third-party merchants (schools, baby spas, language clubs, science programs, music, dance, coding vendors) with filters by location, age, category, and organizer. Kiddo mediates payment, holds merchant commissions, and acts as a refund guarantor.

The company has expanded beyond pure marketplace into multiple adjacent product lines: Learners Camp (pre-recorded video learning series at Rp 50,000 per participant), Kiddo Club (membership classes, including an owned physical venue at Alam Sutera in Tangerang), Kiddofest (recurring offline festival events such as 2019 and 2023), a Premium Membership with a Milestone Tracker (growth charts plus 8-multiple-intelligences test for ages 0-12), an in-app AI assistant named Kio for natural-language discovery, and B2B School Partnership and Brand Partnership product lines. Notable commercial milestones include an official license from Science Centre Singapore to deliver the Young Scientist Badge Programme (credential-bearing STEM content for ages 4-12) and co-branded Learners Camp video series with Sustagen.

The revenue model combines marketplace commissions on third-party transactions, transaction fees on platform-mediated sales (e.g., Rp 50,000-Rp 4,200,000 per product), recurring Premium Membership subscriptions, gift card and top-up flows, brand co-marketing deals, and community partner program sponsorships with mom/parent groups. Distribution is multi-channel: owned web and Android app, an active social presence on Instagram, TikTok, YouTube, Facebook, and LinkedIn, a WhatsApp customer support line, and a self-serve Merchant Dashboard for supply-side partners. Only one disclosed funding round exists (OCBC Ventura, July 2020, undisclosed size), and headcount is in the 11-50 range.

Name

Kiddo.id

Legal name

PT. Kebaikan Anak Indonesia

Website

https://kiddo.id

Company type

Private

Founded year

2018

Operating status

Operating

Headcount range

11–50 employees

Short description

Kiddo.id is an Indonesian edutech marketplace (PT. Kebaikan Anak Indonesia) that helps parents in Jabodetabek discover, book, and pay for children's activities, online classes, and parenting content, while onboarding third-party merchants and brands onto a single Android and web platform.

Ownership category

akta.pro rank

Product category

Children's Enrichment Marketplace

NAICS

Educational Services (611), All Other Amusement and Recreation Industries (71399)

SIC

Services-Educational Services (8200), Services-Amusement & Recreation Services (7900)

akta.pro primary industry

Kids Party Entertainment (Clowns, Magicians, Characters) (HSACACAG)

Keywords

• Kids activity marketplace
• Edutech platform
• Parenting content platform
• Children enrichment classes
• Video learning platform

Headquarters

HQ city

Jakarta

HQ country

Indonesia

HQ region

Asia

Offices2 records

Markets served

GTM type

B2B and B2C

Offering type

Digital Commerce or Content

Cost components

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

Revenue model

1. Merchant Marketplace Commissions: Kiddo.id takes a commission on transactions facilitated through its marketplace; merchants are explicitly pitched 'Komisi Kompetitif' (competitive commission) when joining the platform.
2. Premium Membership Subscription: Premium account upgrades give parents access to Milestone Tracker (growth charts), 8 multiple-intelligences talent tests, and personalized activity recommendations for children aged 0-12. Promoted on the homepage and promo page.
3. Course/Activity Transaction Fees: Kiddo.id mediates payments for individual activities and courses sold on the platform (e.g., Learners Camp Rp 50,000 per participant, Young Scientist Badge Programme Rp 2,000,000/paket, Kiddo Club Trial Rp 150,000, Kiddo Club Registration Rp 500,000, Homecare baby spa Rp 220,000-Rp 450,000). Kiddo.id acts as mediator and refunds buyers if merchants fail to deliver.
4. Gift Cards and Top Up & Billing: Sells gift cards and offers top-up/billing functionality as additional monetization levers visible in the product navigation.
5. Community Program Sponsorships: Recruits mom communities as partners and offers them the chance to receive event sponsorships, be the first to try new products, get a free community page, and join Community Programs — a GTM/community monetization lever.

Pricing tiers

Go-to-market motion5 records

Distribution channels7 records

Marketing channels11 records

Core offering

Kiddo.id operates a Bahasa Indonesia online marketplace that aggregates third-party merchants (course providers, schools, baby spas, activity vendors) for parents to discover and book children's activities, online classes, courses, and event kits. The platform layers on a Premium Membership with a child development Milestone Tracker (growth charts and 8-multiple-intelligences test), an in-house Learners Camp video learning series, the Kiddo Club offline class venue at Alam Sutera, an AI discovery assistant named Kio, and B2B School Partnership and Brand Partnership product lines.

Differentiator

Problem solved

Functional benefit

Brands

• Kiddo Club: Kiddo's branded offline/online kids' enrichment club (e.g., Kiddo Club Alam Sutera trial and registration offerings).
• Kiddofest
• Kio & Friends
• Learners Camp

Products and services

• Kiddo.id Marketplace Online catalog where Indonesian parents can browse and book activities, classes, courses, online lessons, and activity kits from kiddo.id and partner merchants, with filters for location, age, organizer, and category; kiddo.id acts as payment mediator and refund guarantor.
• Premium Membership Subscription upgrade that unlocks the Milestone Tracker (growth charts for weight, height, and head circumference), the 8-multiple-intelligences talent/aptitude test, and personalized activity recommendations for children aged 0-12.
• Learners Camp Video Learning Pre-recorded interactive video learning series (3-5 episodes per series, 10-15 minutes each) covering Eksperimen Seru, Pengetahuan Menarik, Kreasi Imajinasi, and Bangga Berbudaya themes, with downloadable printables and a 30-day access window, accessible via kiddo.id login under 'Akun > Kelas Online.'
• Kiddo Club (Alam Sutera classes) Kiddo-run offline enrichment classes for children held at the Kiddo Club Alam Sutera venue in Kota Tangerang, with Trial Class (Rp 150,000 per session) and Registration (Rp 500,000) packages delivered in 45-120 minute sessions with up to 10 students per class.
• Young Scientist Badge Programme

Quantifiable outcome

• 174 learners enrolled in the free Sustagen x Kiddo.id 'Yuk, Daur Ulang Kardus Sustagenmu!' video learning series at the snapshot, with 4.86/5 average rating
• +1 more outcomes

Named customers5 records

Ideal customer profiles4 records

Technology focussed Yes

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

AI capability1 record

Feature5 records

Partnerships

27 partnerships are on record, tiered flagship / core, major co-marketing, core content partner, major partner, notable, flagship merchant and community partner.

• Science Centre Singaporeflagship / coreStrategic or Co-development PartnerKiddo.id operates the Young Scientist Badge Programme under an 'official license from Science Centre Singapore' for children aged 4-12. Live online classes (max 5 students) deliver content on Chemistry, Engineering, Food Science, and Digital Fabrication, with complete experiment kits delivered to learners' homes. Graduates receive an official certificate and exclusive badge from Science Centre Singapore.
• Sustagenmajor co-marketingGTM or Marketing PartnerCo-branded Learners Camp video learning series 'Sustagen x Kiddo.id — Yuk, Daur Ulang Kardus Sustagenmu!' offering free upcycling DIY activities (paper wreath, birthday card, Olaf, milk experiment, bandana, cup, trash bin). The free series reached 174 learners at the snapshot with 4.86/5 rating.
• Learners Campcore content partnerStrategic or Co-development PartnerLearners Camp is the in-house 'Penyelenggara' (provider) for the Kiddo.id Video Learning catalog, producing series such as Eksperimen Seru: Air dan Angin (Rp 50,000), Pengetahuan Menarik (Bentuk/Hewan/Anggota Tubuh, Siapakah Aku?, Benda dan Bagian Rumah), Kreasi Imajinasi (Kerajinan Tangan Buah Kertas, Menggambar Bentuk Dasar), and Bangga Berbudaya: Tarian Hiphop Dasar, each with 3-5 episodes.
• eiMaths (Pororo Park Indonesia)major partnerChannel Partner/ Reseller/ DistributoreiMaths lists 'eiMaths Regular Class At Pororo Park Indonesia' (Rp 4,200,000, 2 hours/week, ages 5-9), 'eiMaths One Time Class At Pororo Park Indonesia' (Rp 250,000, 1 hour/week), and the 'Asia Young Scientist Badge Program' (Rp 450,000, July–October 2026, ages 6-18) on the Kiddo.id marketplace.
• LCentralnotableChannel Partner/ Reseller/ DistributorLCentral runs the 'Speech & Drama Programme by LCentral' on the Kiddo.id marketplace (Registration, 1 hour, Jakarta Selatan, Rp 3,000,000), co-branded as 'Speech & Drama Youreka x Kiddo.id.'
• Homecare baby spa Bidan mianotableChannel Partner/ Reseller/ DistributorMerchant offering baby spa and lactation services on Kiddo.id, including Paket Pijat Laktasi dan Bayi (Rp 320,000), Paket Laktasi Komplit dan Pijat Bayi (Rp 450,000), Pijat Nifas (Rp 220,000), Tindik Bayi (Rp 200,000), and Pijat Ibu dan Bayi (Rp 300,000).
• Japanese Fun Learningflagship merchantChannel Partner/ Reseller/ DistributorFeatured 'Merchant Pilihan' (Featured Merchant) on the Kiddo.id homepage, providing Japanese language learning for children.
• Oceana Science Learning Clubflagship merchantChannel Partner/ Reseller/ DistributorFeatured 'Merchant Pilihan' (Featured Merchant) on the Kiddo.id homepage, offering science learning programs for children.
• HEI School Senayanflagship merchantChannel Partner/ Reseller/ DistributorFeatured 'Merchant Pilihan' (Featured Merchant) on the Kiddo.id homepage, with Senayan-based school offerings.
• Zenius Landflagship merchantChannel Partner/ Reseller/ DistributorFeatured 'Merchant Pilihan' (Featured Merchant) on the Kiddo.id homepage, distributing Zenius educational content to children.
• Sakamoto Green Villeflagship merchantChannel Partner/ Reseller/ DistributorFeatured 'Merchant Pilihan' (Featured Merchant) on the Kiddo.id homepage, providing Japanese-style education.
• Schotersflagship merchantChannel Partner/ Reseller/ DistributorFeatured 'Merchant Pilihan' (Featured Merchant) on the Kiddo.id homepage, listed as an education partner.
• Kelas Kak AfininotableChannel Partner/ Reseller/ DistributorFeatured 'Merchant Pilihan Kiddo' on the merchant-access page; sells classes via the Kiddo.id marketplace.
• WitbloxnotableChannel Partner/ Reseller/ DistributorFeatured 'Merchant Pilihan Kiddo' on the merchant-access page; sells STEM/learning kits via the Kiddo.id marketplace.
• Permatasari SilitonganotableChannel Partner/ Reseller/ DistributorFeatured 'Merchant Pilihan Kiddo' on the merchant-access page; sells services via the Kiddo.id marketplace.
• Flying CapenotableChannel Partner/ Reseller/ DistributorFeatured 'Merchant Pilihan Kiddo' on the merchant-access page; partners with Kiddo.id for activity distribution.
• Bengkel CallBeenotableChannel Partner/ Reseller/ DistributorFeatured 'Merchant Pilihan Kiddo' on the merchant-access page.
• Ballet Class OnlinenotableChannel Partner/ Reseller/ DistributorFeatured 'Merchant Pilihan Kiddo' on the merchant-access page; offers online ballet classes via Kiddo.id.
• Babies Bogor (parent community)community partnerGTM or Marketing PartnerJoined as a Kiddo.id community partner; receives event sponsorship, early product access, free community page, and Community Program access.
• Babies Jakarta (parent community)community partnerGTM or Marketing PartnerJoined as a Kiddo.id community partner; receives event sponsorship, early product access, free community page, and Community Program access.
• Balance Bike Depok (parent community)community partnerGTM or Marketing PartnerJoined as a Kiddo.id community partner; receives event sponsorship, early product access, free community page, and Community Program access.
• BC Agustus 17 (Baby Community cohort)community partnerGTM or Marketing PartnerJoined as a Kiddo.id community partner; receives event sponsorship, early product access, free community page, and Community Program access.
• BC August 2020 (Baby Community cohort)community partnerGTM or Marketing PartnerJoined as a Kiddo.id community partner; receives event sponsorship, early product access, free community page, and Community Program access.
• BC Desember 2021 (Baby Community cohort)community partnerGTM or Marketing PartnerJoined as a Kiddo.id community partner; receives event sponsorship, early product access, free community page, and Community Program access.
• BC Juli 21 (Baby Community cohort)community partnerGTM or Marketing PartnerJoined as a Kiddo.id community partner; receives event sponsorship, early product access, free community page, and Community Program access.
• BC July 2019 (Baby Community cohort)community partnerGTM or Marketing PartnerJoined as a Kiddo.id community partner; receives event sponsorship, early product access, free community page, and Community Program access.
• Bc May 2019 (Baby Community cohort)community partnerGTM or Marketing PartnerJoined as a Kiddo.id community partner; receives event sponsorship, early product access, free community page, and Community Program access.

Scale indicators6 records

Recent moves6 records

Expansion highlights6 records

Regional players

• BebekBelur.id: Indonesian marketplace and content platform for parents and kids activities, including workshop and class listings. Most directly comparable as a domestic Indonesian peer in the kids-activity discovery space.
• MumsVenue: Indonesian parenting community and content platform serving a similar mom-and-kids audience with editorial content and merchant directories. Direct overlap with Kiddo.id's content-plus-marketplace model at a smaller, more community-led scale.

Emerging players

• Cakap: Indonesian edutech platform focused on language learning (English and Mandarin) for children and adults, with online live-class delivery. Comparable to Kiddo.id in offering live online enrichment classes for Indonesian children and competing for similar parent-spend budgets.
• Zenius: Indonesian edutech platform for K-12 students with branded content line (Zenius Land) already featured on Kiddo.id's Merchant Pilihan. Overlaps with Kiddo.id in the kids learning content category and represents both a partner and a competitive threat as it expands into younger age enrichment.

Direct peers

• Orami: Indonesian parenting and mom-baby commerce platform offering a marketplace of kids products, content, and services. Direct competitor to Kiddo.id in the Indonesian parent-enrichment and discovery category, with overlapping marketplace + content + community model.
• Popmama: Indonesian parenting content portal under IDN Media, covering pregnancy, baby, and kids topics with embedded community features. Comparable to Kiddo.id's editorial/content-led parenting acquisition funnel and Pilihan Editor-style curation.
• theAsianparent: Largest Southeast Asian parenting content and community platform with operations in Indonesia, Thailand, Philippines, Singapore, and Malaysia. Directly comparable to Kiddo.id in audience (Indonesian parents) and monetization (content, marketplace, brand partnerships).

Others

• Hipwee: Indonesian lifestyle and parenting content publisher with a dedicated parenting vertical. Adjacent to Kiddo.id's editorial content engine and competes for the same organic SEO and social attention from young Indonesian parents.

Broad incumbents

• Quipper: SEA edutech platform with significant Indonesia operations, providing online learning for K-12 students. Overlaps with Kiddo.id in the broader Indonesian kids learning category, particularly in parents considering online enrichment subscriptions.
• Ruangguru: One of Indonesia's largest edutech platforms, focused on K-12 tutoring and learning content. While oriented toward older students, its scale and brand in Indonesian edutech make it a relevant broad incumbent competing for the same parent wallet share as Kiddo.id.

Market position

Strengths4 records

Weaknesses4 records

Competitive moat5 records

Key risks6 records

Key highlights6 records

Customer concentration

• YouTubeyoutube.com/@Kiddoid
• Facebookfacebook.com/id.kiddo
• LinkedInlinkedin.com/company/kiddoid
• Instagraminstagram.com/id.kiddo
• TikToktiktok.com/@kiddo.id

Revenue estimate

Valuation estimate

Number of profiles

Profiles2 records

Funding overview

Funding rounds1 record

Investors1 record

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 Kiddo.id