Riding Unicorns: Venture Capital | Entrepreneurship | Technology How SuperAwesome Built the World’s Biggest Kid Tech Platform with Co-founder Lee Veitch
Nov 19, 2025
Lee Veitch, Co-founder and Managing Director of SuperAwesome, shares insights on creating a safe digital space for kids, combating inappropriate online content. He discusses the evolution from TV to digital advertising, emphasizing child safety and ethical branding. Lee reflects on the company's growth, the impact of regulatory measures like COPPA and GDPR-K, and the decision to buy back the company from Epic Games. He reveals plans for Awesome Intelligence and fostering a mission-driven culture, highlighting humor as essential for team dynamics.
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Full-Stack Service For Kids' Ecosystem
- SuperAwesome treats the ecosystem as three players: kids, brands, and content creators.
- They offer end-to-end services: audience insight, creative activations, and measurement for brands.
Avoid Programmatic When Safety Is Primary
- Avoid full programmatic automation when it risks weakening brand relationships and child safety.
- Prioritise managed, brand-focused approaches if safety and partner trust matter.
Prefer B2B Over Kid-Facing Consumer Products
- Think twice before building consumer kid-facing apps; B2C is not SuperAwesome's strength.
- Prioritise B2B where you can serve industry needs and avoid chasing 'cool' consumer adoption problems.