Our Story
Built by a parent,
for parents
GoBela started with a simple frustration: every Sunday evening, the same question — “What are we doing this weekend?” — followed by 45 minutes of scrolling group chats, Google, and Instagram, and still ending up at the same mall.
Our mission
We believe the mental load of parenting is underestimated. Deciding what to cook, where to bring your kids, which class to enrol them in — it adds up. GoBela exists to take that load off.
We are building the operating system for modern parenting — a single AI-powered app that knows your family, learns what works, and proactively plans so you don't have to.
We started in Singapore because we are Singaporean parents. But the problem is universal — and so is our ambition.
The GoBela promise
- ✓One app instead of ten
- ✓Recommendations that actually know your kids
- ✓Zero decision fatigue on the weekend
- ✓More time connecting, less time planning
What we believe in
Bela-first thinking
Every feature is designed around one question: does Bela make family life simpler? If not, we don't ship it.
Local roots
We are built in Singapore, for Singapore. Hawker culture, school terms, monsoon seasons — Bela gets all of it.
Community over algorithm
Real parent reviews beat AI recommendations every time. We build tools that amplify the community, not replace it.
Privacy by design
Your family data is yours. We never sell it. We never share it. We use it only to make Bela better for you.
The team
Shuyang
Founder & CEO
Endria
Chief Inspiration Officer
We are a small team with a big vision. If you want to help build the future of family tech in Southeast Asia, we'd love to hear from you.
hello@gobela.sgJoin the GoBela family
Download the app and experience family life — simplified.