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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Built A Kid-Safe Digital Ecosystem
- SuperAwesome built a kid-safe ad platform to serve brands, creators and kids across digital touchpoints.
- They power billions of child-safe digital transactions monthly while centering safety as their mission.
Fear, Frustration And Opportunity Sparked SuperAwesome
- Lee founded SuperAwesome from fear and frustration that kids saw inappropriate content and ads as they moved online.
- He also saw a commercial opportunity: TV ad spend would eventually shift to kids' digital channels.
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.