Microsoft invests in U.K.-based startup SuperAwesome as demands for Internet safety for kids intensify

SuperAwesome, a U.K.-based startup that offers Internet safety tools for kids, today announced it has received new investment from Microsoft’s corporate venture fund M12. The total amount of funding was not disclosed.  SuperAwesome, which currently has touchpoints reaching 500 million children globally, provides a platform for companies to offer advertising, video and communities that are safe for children, as well as parental consent options. Its global customers include LEGO, NBC Universal, Hasbro and Mattel, which have to adhere to new digital privacy laws such as COPPA in the US, GDPR-K in Europe and CCPA in California

Founded in 2013 by Dylan Collins, Joshua Wohle, and Tom Impallomeni, SuperAwesome’s technology powers the children’s digital media ecosystem. SuperAwesome’s products are used by hundreds of kids content companies and brands to provide kid-safe (COPPA/GDPR compliant) digital functionality ranging from authentication (Kids Web Services) to safe-social (PopJam) to kid-safe advertising/monetization (AwesomeAds)

Dylan Collins, SuperAwesome Chief Executive, said: “We’re extremely pleased to welcome M12 on board as investors. As the company building the kidtech infrastructure that makes the internet safer for children, it was very important to align with investors who share our values. With Microsoft’s leadership in privacy and of course their acquisition of Minecraft, it was clear we had a common set of perspectives about what the future of the internet looks like.”

Nagraj Kashyap (top), Corporate Vice-President and Global Head of M12, added: “We are proud to welcome the SuperAwesome team to the M12 portfolio. Dylan has cultivated a mission-driven team dedicated to keeping the internet safer for kids – a critical priority for digital-first generations, with more than 175,000 kids coming online every day. Given Microsoft’s footprint in the identity management space, we’re also excited to explore opportunities for partnership with SuperAwesome.”

M12 has so far invested in 87 companies since its founding in 2016, including European-based firms Beamery, Comtravo, Hazy, Kahoot!, Pickit, TwentyBN and Unbabel. Along with M12’s investment, they are offered the support of an M12 Portfolio Development Manager, who helps connect them with go-to-market resources and Microsoft technology. Portfolio companies also meet with Microsoft leaders, enjoy promotional opportunities at Microsoft events, and are connected with engineering teams to explore product integrations.