What Mums@Work does

Mums@Work is a Singapore-based community platform founded in 2010 by Sher-li Torrey that supports working mothers through three pillars: Flexiwork Mums (flexible job listings and career resources), Mumpreneurs (business support and a Biz Directory with 13 categories), and Employers (consulting on return-to-work programs and recruitment). The platform operates a web-based community and directory, supplemented by a subsidiary called Career Navigators that provides career coaching and outplacement services, and by structured curricula delivered with Ngee Ann Polytechnic (RE:START, RE:ANCHOR, DISCOVER courses).

The business model combines three revenue streams: low-ticket lifetime Biz Directory listings (S$100 per mumpreneur), a free/freemium member base, and B2B employer consulting services that have been delivered to 50+ firms since 2010, including Microsoft Singapore, AWS, Singtel, Google, Micron, Bank of America Merrill Lynch, and EY. The company is bootstrapped and privately held, with no funding rounds disclosed. Strategic partnerships — most notably MPowerHer with Microsoft Singapore in 2026 — extend the offering into tech and AI upskilling, and the annual #WEGOTYOURBACK career fair anchors member and employer engagement.

Name

Mums@Work

Legal name

Mums@Work (Singapore)

Website

https://mumsatwork.net

Company type

Private

Founded year

2010

Operating status

Operating

Headcount range

1–10 employees

Short description

Mums@Work is a Singapore-based community platform founded in 2010 by Sher-li Torrey that connects working mothers with flexible jobs, career coaching, and a mumpreneur business directory, while serving enterprise employers with return-to-work programs and consulting.

Ownership category

akta.pro rank

Headquarters

HQ city

Singapore

HQ country

Singapore

HQ region

Asia

Offices1 record

Markets served

GTM type

B2B and B2C

Offering type

Services

Cost components

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

Revenue model

1. Biz Directory Listings: Mumpreneurs can pay S$100 for a non-expiring business directory listing in the Mumpreneur Biz Directory, with one free change allowed within the first 3 months and subsequent changes at S$2 per change.
2. Membership Fees: Membership is free but subject to approval by administrators. Members receive notifications of upcoming events, discounted programme rates, bi-weekly e-newsletters with job listings and Mumpreneur stories.
3. Employer Consulting Services: Mums@Work runs in-house programmes on implementing Flexible Work Arrangements, managing flexi-work teams and job redesigning. They have worked with over 50 firms including MNCs and SMEs since 2010.

Pricing tiers

Go-to-market motion1 record

Distribution channels4 records

Marketing channels5 records

Core offering

Mums@Work runs a Singapore-based community platform that connects mothers seeking flexible work with employers posting flexible, part-time, and remote roles through a members-only job board. It supports mothers running small businesses (Mumpreneurs) via networking events, workshops, and a paid Business Directory listing service, and it provides HR consulting to companies implementing Flexible Work Arrangements, with career coaching delivered through its wholly-owned subsidiary Career Navigators.

Product overview

Mums@Work operates as a community-driven jobs board and resource platform serving mothers in Singapore seeking flexible work arrangements. The core offering consists of the Mums@Work membership platform (job listings, resume hosting, employer search), the Mumpreneurs programme (business support, networking events, the Mama's Biz School, and the Mumpreneur Biz Directory), and a subsidiary career coaching service (Career Navigators). The platform functions as a matching marketplace connecting flexiwork-seeking mothers with employers offering flexible arrangements, supplemented by paid business directory listings and events-based programming.

Differentiator

Problem solved

Functional benefit

Brands

• FlexiMums: Program helping mothers find flexible work arrangements
• Mumpreneurs
• Mama's Biz School
• Career Navigators

Products and services

• Mums@Work Membership Platform Free membership platform that enables mothers to access flexible-work job listings, host their resumes, be discovered by employers searching candidates, and receive a bi-weekly e-newsletter featuring flexiwork opportunities and Mumpreneur stories.
• Flexiwork Mums Job Board A curated job board of flexible, part-time, remote, and work-from-home positions targeted at mothers returning to or remaining in the Singapore workforce.
• Mumpreneur Biz Directory A paid online directory listing service for mother-owned small businesses across 13 product categories, enabling mumpreneurs to be discovered by customers; listings cost S$100 for a non-expiry listing, with one free change in the first 3 months and S$2 per subsequent change.
• Mama's Biz School An educational programme under the Mumpreneurs pillar providing workshops and guidance for mothers looking to start or formalise a small business.
• Employer Consultancy Services HR consulting services helping Singapore companies implement Flexible Work Arrangements, redesign jobs, manage flexi-work teams, and run diversity & inclusion and return-to-work programmes.
• Career Navigators A wholly-owned subsidiary of Mums@Work providing career coaching services to mothers, including resume writing workshops, one-on-one resume critique sessions, and career navigation.
• Mumpreneurs Programme A comprehensive programme supporting mothers in starting and running small businesses, combining networking events (Mumpreneur Mondays, Mumpreneur Brunches), workshops, and a paid business directory listing service.

Named customers6 records

Segments4 records

Ideal customer profiles3 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Partnerships

Twelve partnerships are on record, tiered core and minor.

• Microsoft SingaporecoreStrategic or Co-development Partner · 9 April 2026Microsoft Singapore announced MPowerHer collaboration alongside SG Women in Tech, Mums@Work, and Code Without Barriers to empower women with practical AI and digital skills. The program was officially launched by Minister of State Rahayu Mahzam at Microsoft Public Sector Solutions Day and will be open to over 80,000 combined members of partner communities.
• Amazon Web Services (AWS)minorGTM or Marketing PartnerAWS co-organized The New Economy Series with Mums@Work, providing cloud computing career information and insights into API firms and future career impacts. Event held at AWS Office premises.
• SingtelminorGTM or Marketing PartnerSingtel partnered with Mums@Work to offer free 99%SME e-commerce listing workshops and Shoptique online store creation workshops for Mumpreneurs.
• GoogleminorGTM or Marketing PartnerGoogle co-organized #iamremarkable workshops with Mums@Work, empowering women to celebrate their achievements and improve self-promotion skills.
• MicroncoreGTM or Marketing PartnerMicron partnered with Mums@Work Singapore (Career Navigators) for the 'Reconnect to a Future' return-to-work and career discovery initiative, supporting women re-entering the workforce with structured programmes and engagement days.
• Bank of America Merrill LynchminorGTM or Marketing PartnerBank of America Merrill Lynch partnered with Mums@Work for a Return to Work event focusing on career re-entry experiences.
• EYminorGTM or Marketing PartnerEY partnered with Mums@Work for ongoing return-to-work programs supporting women in career transitions.
• Ngee Ann PolytechnicminorStrategic or Co-development PartnerPartnership of courses between Mums@Work and Ngee Ann Polytechnic called RE:START, RE:ANCHOR, DISCOVER providing mini-workshops for back-to-work mums and Mumpreneurs.
• U FamilyminorStrategic or Co-development PartnerMums@Work partnered with U Family on monthly Mumpreneur Networking Brunches to foster friendships and build supportive networks among like-minded parents.
• Career NavigatorscoreOthersCareer Navigators is a subsidiary of Mums@Work providing career coaching and navigation services for mothers seeking work-family balance.
• Code Without BarrierscoreStrategic or Co-development PartnerCode Without Barriers is a partner in the MPowerHer collaboration with Microsoft Singapore, Mums@Work, and SG Women in Tech to upskill women in tech and AI.
• SG Women in TechcoreStrategic or Co-development PartnerSG Women in Tech is a partner in the MPowerHer collaboration with Microsoft Singapore, Mums@Work, and Code Without Barriers to empower women with AI and digital skills.

Scale indicators4 records

Recent moves7 records

Expansion highlights4 records

Direct peers

• iRelaunch: Specialist career-reentry platform helping women relaunch professional careers after extended time out of the workforce. Mirrors Mums@Work's "return to work" programmes with corporates such as Bank of America Merrill Lynch and EY, targeting the same re-entry mother/caregiver demographic.
• PowerToFly: Diversity-and-inclusion focused job marketplace with structured returnship and reskilling programmes, serving both underrepresented talent and enterprise clients in tech and other sectors. Closely overlaps with Mums@Work's employer-facing return-to-work offerings (e.g., Micron and EY partnerships).
• Fairygodboss: Free-membership women's job board, employer-review platform, and community with employer-side sponsorship monetization. Same freemium-for-women / B2B-sponsored-employer model as Mums@Work's core offering, with overlapping employer verticals (banking, professional services, tech).
• The Mom Project: US-based platform founded in 2015 connecting mothers with flexible job opportunities, employer partnerships, and educational content. Operationally the closest analogue to Mums@Work: free community for moms, paid enterprise returnship/flexi-work programmes, and curated small-business support—same three-pillar logic in a different geography.
• PathForward: Non-profit running paid returnship programmes sponsored by enterprises (including financial services and tech) for caregivers re-entering the workforce. Parity with Mums@Work's enterprise-sponsored return-to-work initiatives in approach (structured engagements) if not in structure (nonprofit vs for-profit).

Emerging players

• InHerSight: Job ratings platform focused on women's workplace experiences and employer comparability scoring. Adjacent to Mums@Work's mission of connecting mothers with progressive employers on work-family balance, though narrower (ratings only, no job board or coaching).

Broad incumbents

• Career Contessa: Career-coaching content and job-listing platform aimed at women re-entering or navigating career change. Directly comparable to Mums@Work's Career Navigators subsidiary offering on career coaching and resume services.
• FlexJobs: Long-established (since 2007) subscription-based job board for flexible, remote, and part-time work across all demographics. Significantly larger and broader in scope than Mums@Work, but overlaps directly on the flexible-work job-listing product and competes for the same flexible-job-seeking audience.
• Working Mother Media: Established media and events business (Working Mother magazine, Best Companies lists) targeting the same work-family-balance audience Mums@Work addresses. Different revenue model (advertising/events) but identical end-customer and editorial territory.

Regional players

• MyCareersFuture: Singapore government-supported job portal with growing flexible-work and part-time categories, serving the same domestic employer and job-seeker pool that Mums@Work targets. Backed by public funding gives it a structural distribution advantage within Singapore that Mums@Work must overcome.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat4 records

Key risks6 records

Key highlights7 records

Customer concentration

• Facebookfacebook.com/MumsAtWorkSG
• LinkedInlinkedin.com/company/mums-work-singapore-

Revenue estimate

Valuation estimate

Number of profiles

Profiles1 record

Subsidiaries1 record

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 Mums@Work