Stephenson Harwood (Singapore) Alliance has advised the TotallyAwesome group on its internal restructuring to move its headquarters from Hong Kong to Singapore, and a US$10 million seed funding from Partners For Growth and Yefira Group.

The internal restructuring involved, among other things, the incorporation of a new Singapore company, followed by a share swap, in which the Hong Kong company became a wholly-owned subsidiary of the Singapore company.

The financing aspect of the transaction involved raising a US$10 million debt and equity seed financing from San Francisco-based Partners For Growth, and boutique investment growth advisory firm Yefira Group. Through this funding round, TotallyAwesome seeks to alter the current brand value recognition in the APAC region: by investing in product development to evolve its enterprise advertising platform; increasing recruitment across its sales, data science and machine learning teams; and exploring strategic mergers and acquisitions to accelerate growth.

TotallyAwesome is a first-of-its-kind digital platform that allows advertisers to safely and efficiently engage under-18 users by employing the best-in-class programmatic technology. The company follows the most advanced Government regulations protecting kids’ data and privacy, and its resident practising psychologist advises on what is age-appropriate and helps shape its products and develop bespoke research solutions. This science-backed approach is combined with local language human moderators – including teenagers – to ensure brand safety and emphasise human interpretation over AI-based solutions.

The Stephenson Harwood (Singapore) Alliance team was led by Virtus Law partners Sheetal Sandhu and Jason Yang, who were supported by associates Constance Seow and Angeline Yap.