One of the UK’s fastest-growing parenting hubs, Channel Mum, has successfully secured £3.5 million funding led by venture capital firm Downing Ventures alongside NVM.
Established in 2015, Channel Mum was founded by Siobhan Freegard OBE, who has become one of the UK’s leading authorities in parenting, having previously founded and sold Netmums.com.
Channel Mum has evolved the successful text-based format of Netmums.com to cater for the changing ways that millennials consume content, by focusing on video.
The business has already produced a variety of award-winning content, having received accolades at the 2018 Digiday Awards Europe for Content Marketer of the Year and Best Branded Content Series for its ‘Power of Frozen’ campaign with Iceland.
Channel Mum also produces creative educational video content to help millennial mums navigate through parenthood.
In addition to Iceland, the site has also gained traction with other leading parenting and ‘fast moving consumer goods’, or FMCG, brands including Cadburys, Disney and McDonalds, as well as monetising its audience base via an influencer-led marketing strategy. The community is free to join.
Having already engaged an aggregated audience of over five million millennial mums, this latest funding support will help the business broaden its audience reach further and scale the platform to keep pace with this growth.
Siobhan Freegard, CEO of Channel Mum, comments: “As an all-female led team in the fast-developing digital sector, we needed an investment partner who could visualise the bigger picture and realise that to engage the Millennial and Gen Z market, you need to do good while doing good business.
“Downing fulfilled all our criteria and more and are already adding value to the company. I expect the partnership to be fruitful for both firms."
Richard Lewis, Investment Director at Downing Ventures, added: “We believe Channel Mum is well-placed to scale its platform over the next three years and take its award-winning content to mums across the UK.
“A huge part of Channel Mum’s success so far is thanks to its team’s unparalleled understanding of the type of content that engages the mums of today, something which gives us great confidence about the long-term future of the business.”
London-based Downing Ventures is an evergreen fund investing in seed to series A companies and specialises in a wide variety of technology sectors, including consumer internet and mobile, financial technology and health technology.
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