Mentoring Alliance Singapore

What Mentoring Alliance Singapore does

Mentoring Alliance Singapore (MASg) is a non-profit coalition, incorporated on 12 June 2019 as a company limited by guarantee, that positions itself as the national aggregator for youth mentoring in Singapore. It was formed informally in 2016 after chairman Glenn Lim's remarks at a leadership awards ceremony triggered dialogue sessions led by the Central Youth Guidance Office and the Ministry of Culture, Community and Youth (MCCY). MASg's operating base comprises eight founding social service agencies — 4PM, Architects of Life (AOL), Children-At-Risk Empowerment Association (CARE), Lakeside Family Services (LFS), MYMCA Singapore, REACH, Salvation Army Youth Development Centre, and Youth Guidance Outreach Services (YGOS) — which jointly deliver programmes targeting Singaporean youth aged 13–21.

Its core programme, the Intergenerational Mentoring Programme (IMP), is a standardized service model that pairs older adult mentors (aged 21–70) with youth mentees for 6–12 months across 20 sessions (10 group, 10 individual), built on the Positive Youth Development framework and aligned with The Elements of Effective Practice for Mentoring. Supporting technology includes WeConnect, a web-based mentoring application developed with Voices of Asia that provides meeting session trackers, rewards, and coaching tools for one-to-one, one-to-few, and one-to-many formats. The Asian Center for Evidence-Based Mentoring (ACEBM), launched at the 2020 Summit, links MASg into global EBM research networks including the Center for Evidence-Based Mentoring at UMass Boston and the European Center for Evidence-Based Mentoring. MASg also runs the annual National Mentoring Summit (220 attendees in 2019, 320 in 2020), bi-monthly Community of Practice sessions on mentoring standards, and monthly TouchPoints online panels.

MASg is funded through a mix of government grants (notably National Youth Council funding under the National Youth Fund for the IMP pilot), individual memberships at $20 SGD/year, corporate memberships at $120 SGD/year, paid training and workshops, event tickets ($20 SGD standard for the National Mentoring Summit), and partner contributions. It operates cross-sector initiatives under the mAfA (Mentoring Alliance for Action) banner, partnering with MCCY, NYC, SG Cares, NCSS, the YMCA, and international mentoring bodies. As a non-profit, MASg does not disclose revenue, and its financial base is small relative to its convening footprint.

Name

Mentoring Alliance Singapore

Legal name

Mentoring Alliance Singapore Limited

Website

https://mentoringalliancesg.com

Company type

Private

Founded year

2016

Operating status

Operating

Headcount range

11–50 employees

Short description

Mentoring Alliance Singapore is a non-profit coalition of eight social service agencies that coordinates standardized youth mentoring in Singapore. It runs the Intergenerational Mentoring Programme, the WeConnect digital platform, the Asian Center for Evidence-Based Mentoring, and the annual National Mentoring Summit.

Ownership category

akta.pro rank

Product category

Youth Mentoring Services

NAICS

Child and Youth Services (62411), Educational Support Services (611710)

SIC

Services-Social Services (8300), Services-Membership Organizations (8600)

akta.pro primary industry

Youth Mentoring & Positive Youth Development Nonprofits (BPAGADAD)

akta.pro secondary industries

Student Mentoring & Peer Support Programs (EDAJALAL), Mentoring, Coaching, Alumni Networking & Peer Support Platforms (EDAFAMAN)

Keywords

• Youth mentoring services
• Intergenerational mentoring programs
• Non-profit coalition building
• Mentorship training workshops
• Evidence-based mentoring

Headquarters

HQ city

Singapore

HQ country

Singapore

HQ region

Asia

Offices1 record

Markets served

GTM type

B2B

Offering type

Services

Cost components

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

Revenue model

1. Membership Fees: Individual and corporate membership fees provide revenue and access to events, training, and networking opportunities.
2. Event Registration: National Mentoring Summit tickets at $20 SGD per standard ticket, providing full access to sessions and virtual networking.
3. Training and Workshop Fees: Special rates for MASg training courses and workshops available to members.

Pricing tiers

Go-to-market motion1 record

Distribution channels4 records

Marketing channels8 records

Core offering

Mentoring Alliance Singapore is a non-profit coalition that coordinates and delivers structured youth mentoring programmes in Singapore. Its core offering is the Intergenerational Mentoring Programme (IMP), a 6–12 month model connecting adults aged 21–70 with youth aged 13–21 across 20 sessions (10 group, 10 individual). Complementing offerings include the WeConnect digital mentoring platform, the annual National Mentoring Summit, the Asian Center for Evidence-Based Mentoring (ACEBM), and training events such as Community of Practice sessions and TouchPoints webinars.

Product overview

Mentoring Alliance Singapore (MASg) is a non-profit organisation promoting a mentoring culture in Singapore. Its core product is the Intergenerational Mentoring Programme (IMP), a structured 6–12 month mentoring framework connecting older adults with youth, developed collaboratively by eight partner agencies. Supporting programmes include the National Mentoring Summit (an annual conference), Community of Practice (CoP) Sessions (bi-monthly mentor training based on The Elements of Effective Practice for Mentoring), and TouchPoints (a monthly virtual session series). MASg also hosts the Asian Center for Evidence-Based Mentoring (ACEBM), an initiative linked to global evidence-based mentoring networks, and the mAfA (Mentoring Alliance for Action) cross-sector collaboration. Technology-enabled offerings include WeConnect, a web-based mentoring application with session tracking and coaching tools. Membership plans (Individual at $20/year and Corporate at $120/year) provide access to events and training. The organisation does not operate a unified SaaS platform; its offerings are a combination of in-person programmes, virtual sessions, research publications, and a digital app.

Differentiator

Problem solved

Functional benefit

Brands

• mAfA (Mentoring Alliance for Action): An action-oriented, cross-sector collaboration involving government, community and businesses to promote mentoring culture and uplift quality of mentoring programmes in Singapore.
• ACEBM (Asian Center for Evidence-Based Mentoring)

Products and services

• National Mentoring Summit Annual flagship conference featuring keynote speeches, plenary sessions, virtual networking, and showcase of overseas mentoring initiatives, designed to unite practitioners, researchers, corporates, and government stakeholders around Singapore's mentoring movement.
• Intergenerational Mentoring Programme (IMP) Collaborative structured mentoring programme connecting older adults (aged 21–70) with youth (aged 13–21) for 6–12 months via 20 sessions (10 group and 10 individual), grounded in the Positive Youth Development framework and delivered through eight partner agencies.
• WeConnect Digital Mentoring Platform Web-based mentoring application providing intuitive tools such as meeting session trackers, rewards, and coaching tools to equip mentors and youths, enabling one-to-one, one-to-few, and one-to-many mentoring connections.
• MASg Membership (Individual & Corporate) Annual membership service for individuals (above age 21, residing in Singapore) at $20 SGD/year and organisations at $120 SGD/year, providing participation in MASg events, special rates on training/workshops, networking opportunities, and members-only dialogues with policy makers.
• Community of Practice (CoP) Sessions Bi-monthly training series that equips mentoring practitioners with practical guidelines based on The Elements of Effective Practice for Mentoring, covering the six Standards (recruitment, screening, training, matching, monitoring, and closure).
• TouchPoints Sessions Monthly online sessions featuring panels of experienced speakers addressing a selected theme with a follow-up Q&A segment, designed to keep the mentoring community connected and informed on trending topics such as resilience, digital engagement, and youth development.
• Asian Center for Evidence-Based Mentoring (ACEBM) Initiative that drives innovations in youth mentoring and establishes collaborations across Singapore and the Asian region, linked to the Center for Evidence-Based Mentoring at University of Massachusetts, Boston and the European Center for Evidence-Based Mentoring.
• mAfA (Mentoring Alliance for Action) Cross-sector collaboration programme involving government, community, and businesses working to promote mentoring culture, strengthen youth development outcomes, and increase awareness, accessibility, and participation in mentoring programmes in Singapore.

Quantifiable outcome

• 75% of mentors indicated they would rejoin the programme
• +4 more outcomes

Named customers3 records

Segments3 records

Ideal customer profiles3 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Feature3 records

Partnerships

Ten partnerships are on record, tiered core and major.

• SG CarescoreStrategic or Co-development Partner · 1 January 2021Government initiative championing the mentoring movement. MASg 2021 Summit was championed by SG Cares as part of their national youth support initiatives.
• YMCA SingaporecoreStrategic or Co-development Partner · 1 January 2021Venue sponsor for National Mentoring Summit 2021. YMCA has been actively involved in youth development work.
• MENTOR: The National Mentoring Partnership (USA)majorTechnology or Integration · 1 January 2021US-based national mentoring partnership. Featured speaker David Shapiro at NMS 2021. MASg uses their Elements of Effective Practice for Mentoring framework.
• Voices of Asia (VOA)majorStrategic or Co-development Partner · 1 January 2020Singapore-based social enterprise developing WeConnect digital mentoring platform. MASg partnered with VOA for digital mentoring initiatives and TouchPoints sessions.
• Center for Evidence-Based Mentoring (UMass Boston)coreTechnology or Integration · 1 January 2020ACEBM is connected to this global center. Dr. Jean Rhodes, Director, is a featured speaker and advisor. Asian book launch of her book 'Older and Wiser' hosted by MASg.
• National Council of Social Service (NCSS)coreStrategic or Co-development Partner · 1 January 2020Partnered with MASg for TouchPoints session 'Engaging Youths Digitally' with 1100 registrants. Represents social service sector interests.
• Youth Work Association Singapore (YWAS)coreStrategic or Co-development Partner · 1 January 2020Partnered with MASg for TouchPoints digital engagement session. Represents youth work professionals.
• National Youth Council (NYC)coreStrategic or Co-development Partner · 1 January 2019Provided programme funding support under National Youth Fund for the intergenerational mentoring pilot programme targeting 240 youths.
• Ministry of Culture, Community and Youth (MCCY)coreStrategic or Co-development Partner · 1 January 2016Government ministry that hosted dialogue sessions leading to MASg formation. Central Youth Guidance Office (CYGO) under MCCY facilitated initial conversations.
• 8 Founding Member AgenciescoreStrategic or Co-development Partner · 1 January 2016Collaborative alliance of 8 social service organisations: 4PM, Architects of Life (AOL), Children-At-Risk Empowerment Association (CARE), Lakeside Family Services (LFS), MYMCA Singapore, REACH, The Salvation Army Youth Development Centre, and Youth Guidance Outreach Services (YGOS).

Scale indicators10 records

Recent moves7 records

Expansion highlights6 records

Broad incumbents

• MENTOR: The National Mentoring Partnership: US national mentoring partnership that publishes the Elements of Effective Practice framework adopted by MASg and is a featured partner at its summits. Functions as the larger, established counterpart operating at national scale with broader portfolio of resources.
• TOUCH Community Services: Singapore-based non-profit offering youth-mentoring and family services through multiple programmes, with similar reliance on government and corporate funding. Comparable as a multi-service youth and family-focused non-profit in the same operating geography.
• Singapore Children's Society: Established Singapore non-profit delivering a broad portfolio of youth and family services, including mentoring-like programmes. Comparable as a long-standing member-agency-style youth non-profit competing for the same volunteers, donors, and government grants.
• National Council of Social Service (NCSS): Singapore's umbrella body for the social service sector and partner on MASg's TouchPoints session. Comparable as a coordinating non-profit body that aggregates youth and family services across multiple agencies.

Direct peers

• Boys' Town Singapore: Singapore-based non-profit providing residential and community-based youth development services including mentoring-like programmes. Comparable target population (at-risk and low-to-medium-needs youth) and government funding dependency.
• YMCA Singapore: Founding member of MASg (MYMCA) and venue sponsor for the National Mentoring Summit, with overlapping youth mentoring and development programmes. Comparable as a youth-focused non-profit membership organization delivering mentoring-adjacent services in Singapore.
• Mentor Together India: India's first and largest non-profit providing mentoring to disadvantaged youth, explicitly mentioned as a partner at MASg's National Mentoring Summit 2021. Comparable as a non-profit national mentoring alliance operating in Asia with government and corporate stakeholders.
• Big Brothers Big Sisters Singapore: Singapore affiliate of the global Big Brothers Big Sisters network, providing 1:1 youth mentoring across agencies. Operates in the same intergenerational mentoring category and competes for the same volunteer mentor and corporate partner pool in Singapore.

Market position

Strengths4 records

Weaknesses4 records

Competitive moat6 records

Key risks4 records

Key highlights7 records

Customer concentration

• Xinstagram.com/mentoringalliancesg
• Facebookfacebook.com/mentoringalliancesingapore
• Instagraminstagram.com/mentoringalliancesg

Revenue estimate

Valuation estimate

Number of profiles

Profiles15 records

Funding overview

Funding rounds

Investors

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M&A

Investments

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Frequently asked questions about Mentoring Alliance Singapore