The multi-channel community launched last year, 15 years on from the launch of Netmums. With a target audience of millennial mums and parents-to-be, Netmums used the internet to connect young parents and now Freegard believes Channel Mum can be the way to take that to the next level.

She pointed to a trend of people searching YouTube for parental guidance and believes creating a blog with the video-based social network at the heart of it will provide an “honest, authentic face of parenting”.

Following a seed investment from ITV to get started, NVM Private Equity has now led the £2m investment for Channel Mum. The funding will be used to accelerate growth and attract more millennials to the community.

“Video is the future for modern parenting information – and we’re delighted NVM see the potential of both video and Channel Mum,” said Freegard, who is also CEO.

“The current market is developing fast and with our proven management team and existing client base, we are best placed to help mums and dads with the help and information they need. Through this new partnership – and the continued support of ITV – we are excited to be building the UK’s most trusted brand for modern parents.”

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With YouTube at the core of the business, Channel Mum plans to create a hub with thousands of videos, while the importance of simple navigation on the website itself has been made a priority.

With Freegard leading a media team that has experience in parenting, the goal is to bring together established vloggers to share motherhood experiences. Channel Mum is hopeful it will be able to attract influencers – there are over 150 signed up so far – and businesses by offering them access to a solid target audience.

Tim Levett, NVM Private Equity, said: “In Siobhan and her team we see a real passion and energy to succeed; they have a great track record and we have total confidence in them to be market leaders.

“Channel Mum’s unique business model and continued focus on parenting issues has seen Siobhan and her dedicated team create an extremely successful company and we are delighted to support the business during its next stage of growth and development.”

By Zen Terrelonge

With a newborn baby to look after as well as a company to direct, Gemma Guise discusses balancing the roles of business owner and mother.