Nuren Group takes charge of parenting tech market

Nuren Group founder and group CEO Petrina Goh.

THE parenting technology market in South-East Asia is expanding, driven by high birth rates and increasing digital adoption.

According to London-based market research company Euromonitor International, the size of the parenting technology market in the region last year stood at around US$7bil, with a compounded annual growth rate (CAGR) of 8% to 10%.

Rising awareness and demand for parenting and maternity wellness solutions has further spurred the growth of this business.

As one of the leading parenting technology companies, Malaysia-based Nuren Group is fast making its presence felt in the parenting and wellness business and is looking to tap into this growth.

The group is transforming the parenting journey through innovative platforms such as Motherhood.com.my, Kelabmama.com, Ibuencer.com, and the Motherhood Parenting Superapp.

Founder and group CEO Petrina Goh tells StarBizWeek that to capitalise on the growth of the parenting technology business in the region, the company has devised several key strategies.

“We focus on localisation, tailoring our offerings to align with local cultures and specific needs, ensuring relevance and appeal across different regions.

“Additionally, we are pursuing strategic expansion into untapped areas within South-East Asia, aiming to capture new market opportunities and broaden our reach.

“These strategies position us well to leverage the market’s growth potential and enhance our presence in the parenting technology sector,” Goh shares.

She says the group is positioning to capitalise on the current trends taking shape in the parenting technology space.

Delving into these trends, she states the use of artificial intelligence (AI) to provide personalised content and recommendations is becoming increasingly prevalent, enhancing user experience by delivering tailored insights and suggestions.

The group has plans to go for an initial public offering when the opportunity arises.

“There is also a growing emphasis on community building, with online communities and support networks offering valuable connections and advice for parents,” she points out.

Additionally, she says events such as baby fairs, including the Motherhood Baby Fest, are gaining popularity, providing members with special discounts and clearance deals on leading maternity and baby products.

“We are positioning to capitalise on these trends through a focus on innovation and user-centric design.

“The group is investing in the latest technologies to ensure its platform remains at the forefront of AI and personalisation, delivering customised content and recommendations to our users.

“By prioritising user experience and satisfaction, we ensure our platform is intuitive and responsive to the needs of parents.

“Furthermore, we are forging strategic partnerships with leading experts and brands, enhancing our credibility and expanding our reach within the industry.

“Through these approaches, Nuren Group is well-positioned to leverage current trends and continue leading in the parenting technology sector,” Goh explains.In terms of competition in the parenting technology space, she says the group differentiates itself from competitors through its unique offerings, superior user experience and strong community engagement.

“We provide comprehensive and integrated solutions for parenting and maternity wellness, covering everything from education to eCommerce.

“Our platform stands out with its intuitive design, personalised content, and robust user-generated content, ensuring a superior user experience.

“Additionally, our commitment to fostering a supportive and engaging community sets us apart, creating a space where parents can connect and find support,” she notes.

Goh says with over five million active users across multiple platforms, Nuren Group has employed several effective strategies to scale its user base and engagement.

Membership programmes and clubs have been particularly successful, offering workshops and exclusive kits such as new mum kits and superkids kits to reward and engage our members, she adds.

She explains the group’s content marketing efforts, featuring high-quality and relevant content verified by medical experts, have attracted and retained users by addressing their needs and interests.

Active engagement on social media platforms has also played a crucial role in building a strong community, while its referral programmes provide incentives for users to invite others, further expanding the group’s reach, Goh says.

“Our primary revenue streams include advertising and eCommerce.

“We partner with relevant brands for targeted advertising, leveraging our extensive user base to deliver effective marketing campaigns.

“Our eCommerce platform generates revenue through the sale of parenting-related products, offering a convenient shopping experience for our users.

“Looking to the future, we plan to diversify our revenue streams by introducing financial services, such as wallet and financial solutions, to provide added value to our users.

“Additionally, we aim to expand our offerings by adding new services and features based on user needs, such as maternity care and wellness, ensuring we continue to meet the evolving demands of our community,” Goh stresses.

Commenting on its expansion plans, she says over the next three to five years, the group has ambitious plans for both geographic and product and service expansion.

Geographically, she says it is targeting high-growth markets within Asia and beyond, focusing on regions with significant potential for growth in the parenting and maternity sector.

“Our approach involves carefully evaluating these markets to identify those with the highest demand for our solutions,” she says.

“There are plans for the group to go for an initial public offering when the opportunity arises,” she adds.