SUPA - Comprehensive Analysis Report

Summary

SUPA is a technology company founded in 2014 that specializes in data labeling for machine learning, with a mission to build "great people and great tech" and a vision to see "purposeful AI for everyone, everywhere". Originally focused on personal concierge services, SUPA transitioned to data labeling and was acquired by TDCX Group on June 20, 2025, integrating into Chemin, TDCX Group's AI enablement platform. SUPA aims to enable machine learning teams to supercharge their AI models by providing high-quality labeled data.

1. Strategic Focus & Objectives

Core Objectives

• SUPA's primary business objective is to deliver high-quality labeled data for machine learning, which enables AI models to perform effectively.

• Short-term goals include integrating smoothly into TDCX Group's Chemin platform and scaling data labeling operations.

• Long-term goals involve expanding the reach of data labeling services to a broader client base and enhancing the capabilities of AI-assisted tools.

Specialization Areas

• SUPA specializes in data labeling for machine learning, offering solutions for labeling photos, text, audio, and video recordings.

• The company’s unique value proposition is its focus on delivering high-quality labeled data with speed and precision, incorporating domain expertise at critical points in the data lifecycle.

Target Markets

• SUPA serves clients across various industries, including healthcare, consumer retail, transport (autonomous vehicles), robotics, agriculture, and construction.

• SUPA's market positioning strategy involves targeting industries where high-quality data labeling is critical for AI model performance and reliability.

2. Financial Overview

Funding History

• SUPA has raised funding over four rounds, with the first round in December 2015.

• The latest funding round was a Series A round on March 6, 2023, for an undisclosed amount, led by Iterative.

• Date and Amount: March 6, 2023, amount undisclosed.

• Key Investors: Iterative led the round.

• Fund Utilization: Not specified.

• Impact on Company Growth: Aims to boost SUPA's platform capabilities.

• On June 20, 2025, SUPA was acquired by TDCX Group.

3. Product Pipeline

Key Products/Services

• Data Labeling Platform: SUPA's primary product is its data labeling platform, designed to label photos, text, audio, and video recordings.

• Development Stage: The platform is continuously refined with new features and AI-assisted tools.

• Target Market/Condition: Machine learning teams across healthcare, retail, transport, robotics, agriculture, and construction.

• Expected Timeline: Ongoing enhancements and integration with Chemin are planned.

• Key Features and Benefits: Integrates automated pre-annotation and a "Magic Wand" tool, delivering over 1 million data points every week with over 95% accuracy.

4. Technology & Innovation

Technology Stack

• SUPA operates a data labeling platform that uses AI technology to label images, text, speech, and video clips.

• Core Platforms and Technologies:

• Proprietary annotation platform for clients and project managers.

• Foundational models for automated pre-annotation.

• "Magic Wand" tool for efficient labeling.

• Automated Quality Scorecard with a stringent QC process.

5. Leadership & Management

Executive Team

• Mark Koh: Co-Founder and CEO.

• Isaac Heng Wai Tan: Co-Founder.

• Susian Yeap: Co-Founder and Head of People Ops.

• Daniel Kee: Head of Finance.

• Jonathan Chu: Head of Delivery.

• Min Lee: Client Success Lead.

• Rebekah Cheng: Chief of Staff, Product & Design.

• Steve Chong: Head of Business Development.

Recent Leadership Changes

• On June 20, 2025, SUPA was acquired by TDCX Group.

• Ms. Lianne Dehaye was appointed as Senior Vice President and Head of Chemin, where SUPA is being integrated.

6. Competitive Analysis

Major Competitors

• Datasaur: A competitor in the data labeling space.

• Dataloop: Provides a platform for AI data management and annotation.

• Snorkel AI: Focuses on programmatic data labeling.

• CrowdWorks: A competitor in providing crowdsourced data solutions.

• Dividata Processamento De Dados: A competitor in providing data processing solutions.

• Herox: A competitor in providing data solutions.

• Topme: A competitor in providing data solutions.

7. Market Analysis

Market Overview

• The AI enablement sector is predicted to become a multi-billion-dollar global market.

• The demand for high-quality data labeling and annotation services is increasing as AI adoption accelerates.

• Data-related work requires intricate data interpretation, nuanced prompt engineering, and multi-modal reasoning tasks.

8. Strategic Partnerships

• SUPA is now part of TDCX Group and integrated into Chemin, TDCX Group's AI enablement subsidiary.

• Partner Organization: TDCX Group and Chemin.

• Nature of Partnership: Acquisition and integration.

• Strategic Benefits: Strengthens Chemin's capabilities in complex AI data services.

9. Operational Insights

• SUPA's acquisition by TDCX Group allows it to leverage a global platform to scale its model of precision and agility while maintaining high-quality standards.

• SUPA's agile, gig-powered delivery model and tech stack enhance Chemin's ability to deliver complex data pipelines.

10. Future Outlook

Strategic Roadmap

• Continue integration into Chemin and TDCX Group.

• Expand the reach of data labeling services to a broader client base.

• TDCX Group will continue investing in an end-to-end AI services portfolio, anchored by robust CX infrastructure and a deep bench of human-in-the-loop talent.

• Focus on being a critical enabler of safe, scalable, and sophisticated AI for Fortune 500 companies, small and medium-sized businesses (SMBs), and digitally native direct-to-consumer (DTC) brands.