The funding will allow it to expand further into North Asia, the Middle East, the US and Europe
A children’s technology company based in Singapore my First announced today (Mar 3) that it has raised more than US$8 million in its Series A funding round. The round, led by Vertex Ventures Southeast Asia & India, was made in an effort to scale myFirst’s ecosystem of devices and services designed specifically for children.
In a press release, the startup shared that the funds will support its international expansion in North Asia, the Middle East, the US, and Europe through partnerships with retailers and telcos, including Walmart and Best Buy.
It will also accelerate the development of the kids tech ecosystem, integrating devices, connected services, and a secure communication platform for children’s first digital experiences in communication, creativity, and self-expression.
“Every child deserves their first digital device, at an affordable price. This new funding will help us bring safe, kid-friendly technology to more families around the world, while giving parents confidence in their child’s first steps into the digital world,” shared G-Jay Yong, founder and CEO of myFirst.
Jessica Koh, Senior Managing Director at Vertex Ventures Southeast Asia & India, noted a structural change in the way children are introduced to technology by their families. Instead of just fixing products for adults, there is a need for such gadgets for kids.
“The global baby tech market is underserved, and with its integrated ecosystem and global reach, myFirst is well-positioned to define the category at scale.”
One of the first movers in the children’s technology industry
myFirst was founded by Yong and Brian Tan in 2018, making them pioneers in the children’s technology industry in Singapore.
The duo first introduced a kid-friendly digital camera, and have since expanded their scope to include products and services, such as myFirst watches and the myFirst Circle family app.
The Fone allows children to securely communicate with their family members, and is equipped with built-in GPS, safety zones, and an SOS button for parents to confirm. On the other hand, the app provides a closed, ad-free environment where children can share moments with family and approved friends, free of strangers and inappropriate content.
Beyond watches and apps, the myFirst ecosystem now includes cameras, headphones, drawing tablets, and other devices, all designed to support safe, meaningful, and fun digital experiences for kids.
Since its launch, the startup has grown a customer base of over a million families in 60 countries, and plans to expand its reach into markets with more children, including Vietnam, Indonesia and Thailand, while maintaining a strong presence in established regions.
In a world where everyone is more connected, children can benefit from technology. However, one cannot deny the risks involved, including exposure to inappropriate content and addiction.
As such, having an ecosystem that provides a safe environment for children to interact with technology is more important than ever.
“If kids aren’t allowed any exposure to technology, yet all they see around them are adults and their peers using technology, it can feel tempting and it can spell trouble once they’re allowed access. It can be really easy for them to over-immerse themselves and become addicted to their devices,” shared Yong.
- Read more about MyFirst here.
- Read more stories we’ve written about Singapore businesses here.
Featured Image Credit: myFirst
