cradlenest

What cradlenest does

CradleNest Pte. Ltd. is a Singapore-based, founder-owned parenting platform that combines a mobile companion application with a curated direct-to-consumer e-commerce marketplace. The company was founded in 2025 by Eugene and Janelle, parents of twins, to address the lack of localized parenting support in Singapore. Its product surface consists of five integrated app modules — a Baby Tracker (feeding, sleep, diaper, growth logging with visual timelines), a pregnancy-to-postpartum Checklist, an in-app Marketplace, a Community discussion platform, and an Articles content library — bundled into iOS and Android applications (App Store ID 6747553627 and Google Play package com.proteus_dt.cradle_nest.cradle_nest).

The e-commerce layer is built on Shopify and lists 299+ SKUs spanning third-party baby and maternal brands (e.g., Aiwibi hygiene line, A Lil' Love, TravelTod) alongside CradleNest's own-brand activewear (AirFlow, BreezeLite, Sculpt Seamless, FlexLite, and MamaEase collections). Pricing spans roughly $7.80 to $282 with free shipping sitewide; revenue is generated via direct product sales at markup and implied marketplace commissions on third-party SKUs. A parallel non-commercial initiative, CradleBless, redistributes pre-loved baby items through partnerships with Singapore's Ministry of Social and Family Development and ten-plus social service agencies.

The company operates as a bootstrapped, direct-to-consumer business with 1–10 employees, headquartered at 160 Robinson Road #14-04 Singapore. Its customer base is exclusively Singapore-based new and expecting parents, with no disclosed B2B revenue, institutional funding, or geographic expansion beyond Singapore. Marketing relies on Instagram, Facebook, LinkedIn, content/blog SEO, app store presence, and the earned-media tail of CradleBless.

Name

cradlenest

Legal name

CradleNest Pte. Ltd.

Website

https://cradlenest.sg

Company type

Private

Founded year

2025

Operating status

Operating

Headcount range

1–10 employees

Short description

CradleNest is a Singapore-based, founder-owned parenting platform combining a baby-tracking mobile app with a curated Shopify marketplace of baby and maternal products, serving new and expecting parents in Singapore.

Ownership category

akta.pro rank

Headquarters

HQ city

Singapore

HQ country

Singapore

HQ region

Asia

Offices3 records

Markets served

GTM type

B2C

Offering type

Digital Commerce or Content

Cost components

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

Revenue model

1. Product Sales (Marketplace): CradleNest operates a curated e-commerce marketplace selling baby essentials, maternity products, and parenting supplies. The company sells products from various brands including its own CradleNest branded activewear and curated third-party products. Revenue is generated through direct product sales at marked-up prices.
2. Marketplace Commission: The platform features third-party products from various brands, suggesting a marketplace model where CradleNest may earn commissions on sales from partner brands.
3. App-based Services: The company offers a baby tracking mobile application that provides parenting tools, tracking features, and in-app shopping capabilities. While the app appears to have a free tier, premium features or future monetization through the app contribute to revenue.

Pricing tiers

Go-to-market motion1 record

Distribution channels3 records

Marketing channels7 records

Core offering

CradleNest operates a parenting companion mobile app (iOS and Android) that enables parents to track baby feedings, sleep, diaper changes, and growth milestones, paired with a curated e-commerce marketplace selling baby and maternity essentials across 299+ SKUs. The platform combines tracking tools, a pregnancy-to-postpartum checklist, a community forum, expert articles, and in-app shopping in a single integrated experience targeted at Singapore parents. The company also runs CradleBless, a social initiative that redistributes pre-loved baby items to families in need through Social Service Agency partners.

Product overview

CradleNest is a Singapore-based parenting platform operating as a single integrated product with multiple modules: a mobile app (iOS/Android) combining baby tracking, checklist management, a curated marketplace, community features, and educational articles, alongside an e-commerce storefront selling both own-brand activewear (CradleNest AirFlow, BreezeLite, Sculpt, FlexLite, MamaEase lines) and third-party baby/maternal products. The company also runs CradleBless, a social initiative redistributing pre-loved baby items.

Differentiator

Problem solved

Functional benefit

Brands

• CradleBless: A redistribution initiative by CradleNest that collects pre-loved baby items from families who want to donate and blesses other families who truly need them. Partners with Social Service Organisations and Social Service Agencies in Singapore.

Quantifiable outcome

• Over 35 CradleBless redistribution runs completed, donating thousands of baby items to families in need
• +1 more outcomes

Named customers1 record

Segments3 records

Ideal customer profiles3 records

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Feature4 records

Partnerships

15 partnerships are on record, tiered core and minor.

• Ministry of Social and Family Development (MSF)coreStrategic or Co-development Partner · 1 January 2025CradleNest has partnered with MSF for the CradleBless initiative, working with their Social Service Organisations (SSOs) including SSO Bukit Panjang and SSO Boon Lay and Taman Jurong. This partnership enables the redistribution of pre-loved baby items to families under MSF's care.
• Montfort CarecoreStrategic or Co-development Partner · 1 January 2025Social Service Agency partner for CradleBless redistribution initiative. Has received multiple donations through CradleBless runs with documented item counts and values (e.g., 533 items valued at $2,275 on 22 May 25; 886 items valued at $2,978 on 29 May 25).
• Viriya Community ServicescoreStrategic or Co-development Partner · 1 January 2025SSA partner for CradleBless initiative. Received donations including 1,419 items valued at $5,253 on 5 Jun 25 (highest single donation value recorded).
• Fei Yue Community ServicescoreStrategic or Co-development Partner · 1 January 2025SSA partner for CradleBless initiative. Received multiple donations totaling over 1,200 items across runs on 10 Jun 25 (531 items) and 19 Jun 25 (681 items).
• Singapore Red Cross (SRC)coreStrategic or Co-development Partner · 1 January 2025SSA partner for CradleBless redistribution initiative. Received 597 items valued at $2,571 on 14 Aug 25.
• HCSA Community ServicescoreStrategic or Co-development Partner · 1 January 2025SSA partner for CradleBless initiative. Conducted multiple donation runs in September 2025 with item counts ranging from 240 to 294 items per run.
• Whampoa Family Service Centre (WFSC)coreStrategic or Co-development Partner · 1 January 2025SSA partner for CradleBless initiative. Received donations including 673 items on 1 Aug 25 and 445 items on 29 Aug 25.
• Riverlife Community ChurchminorStrategic or Co-development Partner · 1 January 2025SSA partner for CradleBless initiative. Received 1,213 items valued at $2,390 on 3 Jul 25.
• Singapore Council of Women's Organisations (SCWO)minorStrategic or Co-development Partner · 1 January 2025SSA partner for CradleBless initiative. Received 1,232 items valued at $3,090 on 10 Jul 25.
• ShopifycoreTechnology or Integration · 1 January 2025E-commerce platform provider powering the CradleNest online store. The privacy policy and terms of service explicitly reference Shopify as the platform enabling the services. Shopify handles payment processing and store infrastructure.
• Yanxi MamaminorGTM or Marketing Partner · 1 January 2025Confinement nanny agency featured in CradleNest blog articles. Partnership appears to be content/marketing collaboration where Yanxi Mama provides expert content on postpartum care and confinement services through CradleNest's blog platform.
• Manna Milk LactationminorGTM or Marketing Partner · 1 January 2025Lactation consultancy partner featured in CradleNest blog content about breastfeeding preparation. Provides prenatal breastfeeding consultations and workshops promoted through CradleNest's platform.
• New Beginnings ChiropracticminorGTM or Marketing Partner · 1 January 2025Prenatal and postnatal chiropractic care provider featured in CradleNest blog articles. Offers exclusive discounts to CradleNest community (Initial Consultation at $88 vs usual $120).
• Chong Hoe HealthcareminorGTM or Marketing Partner · 1 January 2025TCM (Traditional Chinese Medicine) healthcare provider specializing in prenatal and postnatal care, featured in CradleNest content about acupuncture and pregnancy wellness.
• Sleepy BubbaminorGTM or Marketing Partner · 1 January 2025Sleep training consultancy for Singapore parents featured in CradleNest blog articles. Partnership involves content collaboration around infant sleep training.

Scale indicators4 records

Recent moves6 records

Expansion highlights5 records

Direct peers

• The Bump: The Bump (by The Knot Worldwide) combines a pregnancy/baby tracking app, expert articles, and a marketplace of baby products. Closest structural peer to CradleNest's integrated app + curated marketplace + content + community model.
• Babylist: Babylist operates a baby registry and curated e-commerce marketplace combined with editorial content and a universal registry model. Directly comparable to CradleNest's marketplace-plus-content strategy and serves the same expectant/new-parent persona.
• Huckleberry: Huckleberry is a baby tracking app with AI-powered sleep predictions plus a marketplace of sleep consultants and pediatric experts. Most direct functional peer to CradleNest's baby tracker app and on-demand parenting advice model.
• Peanut: Peanut is a social community app connecting women through fertility, pregnancy, and motherhood journeys, with discussion groups, expert sessions, and matched connections. Directly comparable to CradleNest's community features and parenting-support positioning.
• Motherly: Motherly is a parenting media and community platform offering articles, courses, podcasts, and a commerce layer targeting modern mothers. Comparable to CradleNest's combined editorial/community/commerce model with overlapping content verticals (postpartum, breastfeeding).
• Frida: Frida (formerly Frida Mom) sells baby care and maternal recovery products through its own e-commerce site with strong parent community and content-driven marketing. Comparable to CradleNest's baby care marketplace focus and community-led brand building approach.

Broad incumbents

• BabyCenter: BabyCenter (Everyday Health Group) is one of the largest global parenting platforms with a baby tracker app, expert medical content, and community forums. Larger, well-funded incumbent that competes broadly in the same parenting-app + content + community space CradleNest targets.
• Mothercare: Mothercare is an established multi-category baby and maternity retailer with stores and online operations across multiple geographies. A broader incumbent competitor in the baby/maternity commerce space that CradleNest's curated marketplace overlaps with.

Market position

Weaknesses5 records

Competitive moat3 records

Key risks6 records

Key highlights6 records

Customer concentration

• Facebookfacebook.com/share/1AkSH3KzE8/?mibextid=wwXIfr
• LinkedInlinkedin.com/company/cradlenest
• Instagraminstagram.com/cradlenestsg/?hl=en

Revenue estimate

Valuation estimate

Number of profiles

Profiles2 records

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 cradlenest