S’pore kids tech startup myFirst raises US$8M in Series A funding to support global expansion plans

The funds will allow it to expand further across North Asia, the Middle East, the US & Europe

Singapore-based kids tech company myFirst has announced today (Mar 3) that it has raised over US$8 million in its Series A funding round. The round, led by Vertex Ventures Southeast Asia & India, was conducted in a bid 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 across 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 company’s kids tech ecosystem, combining devices, connected services, and a secure social platform for children’s first digital experiences in communication, creativity, and self-expression.

“Every child deserves their first digital device to be built just for them, at a price point that makes it accessible. This new funding will help us bring safer, kid-ready tech to even more families worldwide, while giving parents confidence in their child’s first steps into the digital world,” shared G-Jay Yong, co-founder and CEO of myFirst.

Jessica Koh, Senior Executive Director at Vertex Ventures Southeast Asia & India, noted a structural shift in how children are introduced to tech by their families. Instead of simply adapting products for adults, there is a demand for such gadgets made for kids.

“The global kids tech market is still under-penetrated, 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 kids tech industry

myFirst was founded by Yong and Brian Tan in 2018, making them one of the first-movers in the kids tech industry in Singapore.

The duo first launched a kid-friendly digital camera, and has since expanded their range to include products and services, like the myFirst watchphones and myFirst Circle family app.

The Fone allows children to communicate safely with their family members, and it’s equipped with a built-in GPS, safety zones, and an SOS button for parental reassurance. On the other hand, the app provides a closed, ad-free environment where kids can share moments with approved family and friends, free from strangers and inappropriate content.

Beyond watches and apps, myFirst’s ecosystem now includes cameras, headphones, drawing tablets, and other devices, all designed to support safe, purposeful, and joyful digital experiences for children.

Since their launch, the startup has grown their customer base of over a million families in 60 countries, and plans to expand its reach in markets with larger child populations, including Vietnam, Indonesia and Thailand, while maintaining a strong presence in established regions.

In a world where everyone is increasingly connected, children can stand to benefit from technology. However, one cannot deny the risks that are involved, including the exposure to inappropriate content and addiction.

As such, having ecosystems that provides safer environments for children to interact with technology matter more than ever.

“If kids are not allowed any exposure to tech, but yet all they see around them are grown-ups and their peers using tech, it would most likely feel tempt them and could spell trouble once they are allowed access. It could be really easy for them to over-immerse themselves and get addicted to their devices,” shared Yong.

• Learn more about myFirst here.
• Read more stories we’ve written on Singaporean businesses here.

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Featured Image Credit: myFirst