Kidstart

Name

Kidstart

Legal name

KidSTART Singapore Ltd

Website

https://kidstart.sg

Company type

Private

Founded year

2016

Operating status

Operating

Headcount range

51–100 employees

Ownership category

akta.pro rank

Product category

Early Childhood Development Social Services

NAICS

Other Individual and Family Services (624190), Child and Youth Services (62411), Social Assistance (624)

SIC

Services-Social Services (8300), Services-Educational Services (8200)

akta.pro primary industry

Family Coaching, Parent-Mediated & Home Visiting EI Services (EDACAFAJ)

akta.pro secondary industries

Parenting Skills & Child Development Education (EDACALAA), Early Childhood Education & Childcare Nonprofits (BPAGADAA)

Keywords

• Early childhood development
• Social service programme
• Family support services
• Antenatal postnatal support
• Community outreach services

Headquarters

HQ city

Singapore

HQ country

Singapore

HQ region

Asia

Offices1 record

Markets served

GTM type

B2C

Offering type

Services

Cost components

Personnel, Operations, Marketing or Sales, Others

Revenue model

1. Government Funding: KidSTART Singapore Ltd is a non-profit organization primarily funded by Singapore government agencies including the Ministry of Social and Family Development (MSF) and Early Childhood Development Agency. The programme provides free services to eligible families.

Go-to-market motion1 record

Distribution channels4 records

Marketing channels7 records

Core offering

KidSTART Singapore is a non-profit nationwide early childhood development social service programme that empowers families with fewer resources to give their children a good start in life. It delivers free antenatal and postnatal support to eligible families via one-on-one home visits by trained early childhood practitioners from pregnancy until children turn six years old, supplemented by curated resources (books, toys, fresh food packs), community events, and specialized sub-programmes in nutrition, literacy, and family bonding.

Product overview

KidSTART Singapore is a nationwide early childhood development social service program that operates as a unified family support platform with multiple integrated sub-programs. The core KidSTART Family program provides 1-to-1 home visit support for eligible families from pregnancy until children turn 6 years old. This core service is enhanced by specialized programs including PowerUP Playtime (early literacy with SP Group), KidSTART Stories (reading program), Healthy with KidSTART (nutrition with Prudential), Pregnant Mum & Baby Nutrition Programme (DBS Foundation partnership), and various volunteer-driven event programs. The organization also manages KidSTART Sparkle Homes and coordinates community events like Garden Wonders storytelling sessions and PlayDate activities.

Differentiator

Problem solved

Functional benefit

Products and services

• KidSTART Family Core early childhood development support programme providing 1-to-1 customized support via home visits, offering programmes to enhance parent-child interactions and support early childhood development from pregnancy until children turn 6 years old. Designed for eligible Singapore Citizen families with household income of SGD 2,500 and below or per capita income of SGD 650 and below.
• Healthy with KidSTART Nutrition programme partnered with Prudential Singapore providing monthly fresh produce packs, cooking demonstrations by celebrity chefs, recipe cards featuring nutritious dishes, and healthy plates for children to support healthy food portioning and cultivate healthy eating habits from young.
• PowerUP Playtime Learning and development initiative created with SP Group, focused on building parent confidence as their child's first teacher through early literacy resources. Includes PlayFULL Packs with sensory books, imaginative toys, and craft materials, plus workshops on pretend play and storytelling for children aged 0-6 years.
• KidSTART Stories Literacy and reading programme launched in 2022 to help parents build children's language foundation. Provides free reading guides, a mini home library with child-height bookshelves and age-appropriate books, and storytelling events that bring stories to life.
• Pregnant Mum & Baby Nutrition Programme Three-year programme partnered with DBS Foundation to enhance support for pre- and postnatal mothers with emphasis on pregnancy and the first year of the child's life. Includes prenatal packs, mental wellness and baby budgeting events, confinement meals, and breakfast support for infants up to 2 years old.
• KidSTART Volunteer Programmes Various volunteer roles including KidSTART Volunteer Ambassador (community engagement), Event Champs (event support), Packing Crew (packing essential aid), Delivery Squad (distributing resources), Story Buddies (storytelling sessions), and Play Pals (play facilitation). Open to community members who wish to give their time and skills to engage with families.

Quantifiable outcome

• 10,000+ children helped through the programme
• +1 more outcomes

Named customers6 records

Segments1 record

Ideal customer profiles2 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Partnerships

26 partnerships are on record, tiered core, major and minor.

• Prudential SingaporecoreStrategic or Co-development Partner · 1 January 2025Prudential Singapore partnered with KidSTART to bring the Healthy with KidSTART programme, providing monthly fresh produce packs, cooking demonstrations by celebrity chefs, recipe cards, and healthy plates to guide portion control. The programme cultivates healthy eating habits from young.
• SP GroupcoreStrategic or Co-development PartnerSP Group partnered with KidSTART to launch PowerUP Playtime, focusing on powering up learning and development of KidSTART children. The initiative includes PlayFULL Packs with sensory books, toys, and craft materials, plus workshops on pretend play and storytelling for children aged 0-6 years.
• Gardens by the BaymajorStrategic or Co-development PartnerGardens by the Bay hosts KidSTART Garden Wonders events featuring interactive storytelling sessions where characters come to life for KidSTART families. Multiple sessions are conducted throughout the year at the Gardens Learning Hub.
• MaybankmajorStrategic or Co-development PartnerMaybank partnered with KidSTART on the Saving Stars: Money-Wise Kids programme, introducing financial literacy concepts to children and equipping parents with practical skills to manage finances for school-related expenses. Families enjoy stationery shopping sprees.
• LEGOminorOthersLEGO is listed as a corporate sponsor providing in-kind donations to support KidSTART families and children.
• National Library Board (NLB)minorStrategic or Co-development PartnerNLB is listed as a sponsor partner supporting KidSTART's literacy and reading initiatives.
• PCF SparkletotsmajorChannel Partner/ Reseller/ DistributorPCF Sparkletots is a community partner hosting KidSTART locations and supporting outreach activities for eligible families.
• Sunflower Childcare GroupminorChannel Partner/ Reseller/ DistributorSunflower Childcare Group partners with KidSTART for outreach events and family referrals.
• KK Women's and Children's Hospital (KKH)coreChannel Partner/ Reseller/ DistributorKKH is a hospital partner providing prenatal identification and referral of eligible families to the KidSTART programme, as well as postnatal support coordination.
• National University Hospital (NUH)coreChannel Partner/ Reseller/ DistributorNUH is a hospital partner providing prenatal identification and referral of eligible families to the KidSTART programme.
• Singapore General Hospital (SGH)coreChannel Partner/ Reseller/ DistributorSGH is a hospital partner providing prenatal identification and referral of eligible families to the KidSTART programme.
• Kimberly-Clark SingaporeminorOthersKimberly-Clark Singapore is listed as a corporate sponsor providing in-kind donations.
• Families For LifemajorStrategic or Co-development PartnerFamilies For Life partners with KidSTART for community events including PlayDates and the National Family Festival, promoting family bonding and the importance of early childhood.
• PlayeumminorStrategic or Co-development PartnerPlayeum conducts play and learning workshops for KidSTART families as part of the PowerUP Playtime initiative, focusing on hands-on activities and parent-child interaction.
• ArtgroundminorStrategic or Co-development PartnerArtground partners with KidSTART for community playdate events featuring engaging plays for children and art workshops.
• CandlemightminorOthersCandlemight conducts puppet-making activities for KidSTART events as part of the PowerUP Playtime initiative.
• StorywiseminorStrategic or Co-development PartnerStorywise provides interactive storytelling sessions for KidSTART events, supporting the development of language and reading skills.
• Allkin SingaporeminorChannel Partner/ Reseller/ DistributorCommunity partner hosting KidSTART services at Ang Mo Kio location (contact: [email protected], +65 6038 4210).
• Singapore Children's SocietyminorChannel Partner/ Reseller/ DistributorCommunity partner hosting KidSTART services at Bedok location.
• Tasek Academy and Social ServicesminorChannel Partner/ Reseller/ DistributorCommunity partner hosting KidSTART services at Boon Lay location.
• Fei Yue Community ServicesminorChannel Partner/ Reseller/ DistributorCommunity partner hosting KidSTART services at Bukit Batok location.
• Monfort CareminorChannel Partner/ Reseller/ DistributorCommunity partner hosting KidSTART services at Bukit Merah location.
• NTUC First CampusminorChannel Partner/ Reseller/ DistributorCommunity partner hosting KidSTART services at Hougang location.
• Kampong Kapor Community ServicesminorChannel Partner/ Reseller/ DistributorCommunity partner hosting KidSTART services at Jalan Besar location.
• Care CornerminorChannel Partner/ Reseller/ DistributorCommunity partner hosting KidSTART services at Pasir Ris location.
• TOUCH Community ServicesminorChannel Partner/ Reseller/ DistributorCommunity partner hosting KidSTART services at Punggol location.

Scale indicators3 records

Recent moves6 records

Expansion highlights6 records

Broad incumbents

• Fei Yue Community Services: Singapore-wide social service non-profit offering family and community services; KidSTART partner at Bukit Batok and a direct peer in the same family-services segment.
• Touch Community Services: Major Singapore social service agency delivering family, children, and youth programs; both a KidSTART partner (Punggol) and a comparable provider of family support services in the same Singapore funding environment.
• Lien Foundation: Singapore philanthropic foundation focused on early childhood development advocacy and pilots; operates in the same policy and funding ecosystem as KidSTART and shapes the early childhood agenda.
• AWWA Ltd: Singapore-based social service organization serving vulnerable families and children across multiple service lines; competes with KidSTART for the same MSF funding pool and family-services mandate.

Direct peers

• Parents as Teachers: International home visiting and parent education program supporting families from pregnancy through kindergarten, with trained parent educators delivering personalized in-home guidance — closely analogous to KidSTART's family coaching model.
• Home-Start International: Volunteer-led home visiting program supporting families with young children through trained volunteers — comparable to KidSTART's reliance on volunteer ambassadors and community practitioners.
• Healthy Families America: US-based national home visiting program for at-risk families beginning prenatally, delivered by trained practitioners through home visits; highly comparable model to KidSTART's core offering.

Regional players

• Singapore Children's Society: Singapore charity serving children and youth through multiple programmes; KidSTART partner at Bedok and a comparable child-services peer in Singapore.
• Allkin Singapore: Singapore family services non-profit hosting KidSTART at Ang Mo Kio; comparable as a multi-service family support provider addressing similar low-income family needs.

Emerging players

• Nurse-Family Partnership: Evidence-based nurse home visiting program for low-income first-time mothers from pregnancy through age 2; overlaps with KidSTART's prenatal eligibility and home-visit delivery, though more clinically oriented.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat5 records

Key risks5 records

Customer concentration

• YouTubeyoutube.com/@kidstartsingapore?themeRefresh=1
• Facebookfacebook.com/kidstartsingapore
• LinkedInlinkedin.com/company/kidstartsingapore
• Instagraminstagram.com/kidstartsingapore

Compliance1 record

Revenue estimate

Valuation estimate

Number of profiles

Funding overview

Funding rounds

Investors

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 Kidstart