The content-community-commerce ecosystem helping women navigate the journey from marriage into motherhood - built in Petaling Jaya, followed by millions across Southeast Asia.
Nuren Group, Petaling Jaya - the "NUREN" wordmark fronts a group of four consumer brands: Motherhood, Kelabmama, Ibuencer and Wedding.com.my. Logo courtesy of the company.
New motherhood arrives with a firehose of advice - from relatives, forums, product labels and strangers - and almost none of it is curated. Nuren Group was built to fix exactly that. The Malaysian company runs a family of digital platforms that combine trusted parenting content, an active community and an e-commerce marketplace, so that a mother can track a pregnancy, read expert guidance, ask other parents and buy the pram in more or less the same place.
Its flagship, Motherhood.com.my, began as a one-stop e-marketplace and portal for new mothers. Around it, Nuren has assembled Kelabmama.com (Malaysia's largest urban Malay-language parenting site), Ibuencer.com (an influencer network for mom creators) and the Motherhood Parenting Superapp, which folds pregnancy tracking, healthcare resources, content and shopping into a single app. Together they reach a community of more than five million users across Malaysia, Singapore and Thailand.
The customers are two-sided. On one side are expecting and new parents - increasingly fathers too - who use the platforms free of charge for information, community and convenient shopping. On the other are consumer and maternity brands, more than five thousand of them, that pay to reach those parents through advertising, targeted campaigns and influencer collaborations. The problem Nuren solves is trust at scale: parents are anxious and time-poor, and brands struggle to reach them credibly. A curated ecosystem sits neatly in the middle.
Nuren Group was created to simplify and ease the journey of parenthood - from shopping for baby and mother care products to seeking out health information or a like-minded community.- Company statement, NSX listing, 2024
Petrina Goh trained as an electronics engineer and spent years in investment banking before starting a parenting company. Struggling to balance demanding work trips with a difficult pregnancy and early motherhood, she found the support she wanted didn't exist - so she built it. She co-founded the business with her husband, who serves as Chief Technology Officer.
That mix of finance discipline and lived experience shows up in the company's expertise: it understands both the emotional reality of parenting and the unit economics of media and marketplaces. Goh was named Most Outstanding Women Entrepreneur 2018 by the Malaysian Venture Capital & Private Equity Association.
When we expanded to Thailand, we burnt through our seed money too quickly. We didn't account for local cultural nuances.- Petrina Goh
Parenting portal and e-marketplace with curated maternity and baby products, expert content and community.
Pregnancy tracking, healthcare resources, expert content and shopping unified in one mobile app.
Malaysia's largest urban Malay-language site and community for parents.
"Ibu" (mother) + "Influencer" - Southeast Asia's top influencer platform connecting brands with mom creators.
Wedding content and marketplace - the start of the life-cycle journey, before motherhood.
Editions extending the model into Singapore and Thailand.
The parenting and femtech space has heavyweight players - regional platforms like theAsianparent and global names such as BabyCenter and What to Expect - alongside general marketplaces like Shopee and Lazada that compete for parents' shopping spend. Nuren Group's differentiator is integration: rather than being content-only or commerce-only, it stitches content, community and commerce into a single ecosystem, localized brand by brand (Malay-first Kelabmama, influencer-first Ibuencer, superapp-first Motherhood).
Its second edge is local depth. Nuren is built for Southeast Asian mothers specifically, with language, cultural nuance and merchant networks tuned to Malaysia, Singapore and Thailand - a lesson learned the hard way when an early Thailand push overspent by underestimating culture. That focus is what let a company from Petaling Jaya build the region's largest women's community and, in 2024, ring the bell on the NSX.
Content + community + commerce in one flywheel, not a single silo.
Brands tuned to language and culture across three SEA markets.
VC-backed, mission-driven, with career-comeback programs for mothers.
Parent company Enlinea Sdn Bhd is established, starting with wedding content and commerce.
Petrina Goh curates a one-stop e-marketplace and portal for new mothers.
Raises a ~RM10M round led by Gobi Partners and 500 Global; Goh named Most Outstanding Women Entrepreneur 2018.
Closes a USD 1.19M Series B at USD 14M post-money and expands into Singapore and Thailand.
Launches an influencer-marketing platform for mom creators across the region.
Consolidates pregnancy tracking, health, content and shopping into one app.
First Malaysian parenting-tech company to list on the National Stock Exchange of Australia at AUD 0.20/share.
Engages ZICO to explore a proposed NASDAQ listing.
It runs a family of parenting-focused content, community and e-commerce platforms - Motherhood.com.my, Kelabmama, Ibuencer and the Motherhood Parenting Superapp - serving mothers and parents across Malaysia, Singapore and Thailand.
Petrina Goh is Founder and Group CEO. She co-founded it with a team including CTO Kelvin Leow, COO Stacey Lee and CSO Alice Ong, under the legal entity Enlinea Sdn Bhd.
The group reports more than 5 million active users, around 15 million monthly views and over 5,000 merchant brands across three countries.
Yes. In August 2024 it listed on the National Stock Exchange of Australia at AUD 0.20 per share - the first Malaysian parenting-tech company to do so - and has since explored a NASDAQ listing.
Primarily through digital advertising and influencer marketing on its media platforms, and through e-commerce sales of maternity and baby products on its marketplaces.
Profile compiled from public sources including Nuren Group, Tatler Asia, The Edge Malaysia, Vulcan Post, Crunchbase, TNGlobal and PR Newswire. Figures such as user counts, revenue and valuation are company-reported and approximate. Revenue-mix chart is illustrative, not an official breakdown.