The Exchange Asia sat down with Petrina Goh, Founder and CEO of Nuren Group, to discuss the journey behind one of Southeast Asia’s fastest-growing parenting tech platforms. From early challenges to future expansion plans, Goh shared the strategies that have propelled Nuren Group to the forefront of parenting technology.
Overcoming Foundational Challenges
Establishing a leading parenting platform in a culturally diverse region like Southeast Asia presented several hurdles. “When founding Nuren Group, we encountered several key challenges,” Goh recalls. Understanding the specific needs of parents and expecting mothers was particularly challenging in the early stages. Nuren Group addressed this by conducting “extensive market research and surveys” and assembling a team with strong expertise in parenting and maternity health.
Securing initial funding was another major hurdle. “We managed this by bootstrapping to develop a minimum viable product (MVP) and then pitching to investors, highlighting our unique value proposition,” Goh explains. Additionally, building credibility with limited resources required strategic partnerships with reputable brands, hospitals, and influencers. These efforts helped Nuren establish itself as a trusted leader in the parenting technology sector.
A Mission-Driven Strategy
At the core of Nuren’s strategy is a user-centric mission: “to build an innovative, data and AI-driven platform that delivers sustainable quality healthcare and education.” Goh highlights how this mission aligns closely with the business model, which focuses on user-centric innovation and community building. “Our mission ensures that our platform evolves to meet the specific needs and preferences of our community,” she says. By prioritizing inclusivity, transparency, and continuous improvement, Nuren has created a supportive ecosystem where women and children can thrive.
Standing Out from Competitors
Nuren differentiates itself through a unique combination of comprehensive parenting solutions, user-friendly design, and strong community engagement. “We provide integrated solutions for parenting and maternity wellness, covering everything from education to e-commerce,” Goh explains. A seamless, intuitive platform design, combined with personalized and community-driven content, has set Nuren apart from competitors.
Maintaining this competitive edge requires constant innovation. “Continuous innovation is at the forefront, with regular updates and enhancements to our platform features,” Goh says. Partnerships with industry leaders in parenting further add credibility and help sustain the platform’s relevance.
Scaling with Strategy: User Growth and Revenue Diversification
With over 5 million active users across its platforms, Nuren Group has built a highly engaged community. “Membership programs 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,” Goh says. Content marketing, featuring high-quality, medically reviewed articles, and active social media engagement have also been instrumental in attracting and retaining users.
Revenue-wise, Nuren has focused on advertising and e-commerce but is actively exploring diversification. “We plan to introduce financial services, such as wallet and financial solutions, to provide added value to our users,” Goh shares. This diversification strategy reflects Nuren’s commitment to meeting the evolving needs of its user base while unlocking new growth opportunities.
Staying Ahead of Parenting Tech Trends
Nuren Group leverages key trends in the parenting tech space, including AI-driven personalization. “The use of AI to provide personalised content and recommendations is becoming increasingly prevalent,” Goh notes, allowing Nuren to deliver customized insights and support. Community-building has also become central to the platform, creating “a supportive and engaging community” where parents can find trusted advice and connect with peers.
Events like the Motherhood Baby Fest have also been key to building brand loyalty, offering members access to exclusive discounts on leading maternity and baby products. “Events such as baby fairs, including the Motherhood Baby Fest, are gaining popularity,” Goh highlights, pointing out how they provide tangible benefits and build strong connections within the community.
Tapping Southeast Asia’s Growing Parenting Market
The Southeast Asian parenting and maternity wellness sector is valued at approximately USD 7 billion and is growing steadily, with a projected CAGR of 8-10%. “The growth potential in this sector remains robust, fueled by rising awareness and demand for parenting and maternity wellness solutions,” says Goh. To tap into this market, Nuren has emphasized localization and tailored its offerings to regional preferences, ensuring relevance across diverse communities.
Innovating with AI and Financial Services
Nuren Group’s AI-driven personalization enhances user experience and operational efficiency. “Our AI-driven personalisation capabilities allow us to offer tailored content and recommendations based on individual user preferences and behaviours,” Goh explains. Chatbots, predictive analytics, and a new wallet feature within the Motherhood SuperApp are among the technologies driving Nuren’s innovative approach. Goh points out that the decision to add financial services was largely in response to user feedback, with “8 out of 10 users requesting integrated financial services.” The new wallet feature is designed to streamline transactions, increase security, and offer exclusive perks, adding convenience and value for users.
Committed to Sustainability and Social Responsibility
Sustainability and social impact are at the heart of Nuren’s mission. “We focus on supporting women’s livelihoods by providing resources and opportunities for women entrepreneurs, female gig workers, and stay-at-home mothers,” says Goh. Nuren partners with eco-friendly brands, adopts green technologies, and encourages responsible practices to minimize its environmental impact. By supporting women’s economic empowerment and community welfare, Nuren Group is making a lasting, positive impact.
A Successful IPO and Future Growth Plans
Nuren Group’s IPO on the National Stock Exchange (NSX) raised AUD 700,000, providing “a substantial financial boost” that has accelerated growth initiatives. “The additional capital has enabled us to enter new markets both within and beyond Southeast Asia,” Goh says. With resources to invest in product development and partnerships, Nuren is well-positioned to expand its reach while staying at the forefront of industry trends.
Future Expansion and Advocacy for Women in Tech
Over the next 3-5 years, Nuren Group plans to expand into high-growth markets across Asia and beyond. “We are targeting regions with significant potential for growth in the parenting and maternity sector,” Goh shares. In addition, Nuren will continue to innovate its product and service offerings, enhancing the platform’s value for users.
As a female leader in tech, Goh advocates for gender equity through mentorship and inclusive workplace policies. “I am deeply involved in mentorship programmes that provide guidance and incubation support for aspiring women entrepreneurs, gig workers, and stay-at-home mothers,” she says. Her commitment to promoting diversity in tech and creating opportunities for women reinforces Nuren’s mission to support families and foster a more inclusive industry.
Through strategic foresight, a user-centric approach, and a commitment to innovation, Nuren Group is not only transforming parenting technology in Southeast Asia but also paving the way for positive social impact. With an ambitious expansion plan and a mission aligned with community welfare, Nuren is set to continue leading and shaping the parenting tech landscape in the region and beyond.
