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Uchify

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Uchify is a hyperlocal online publication based in Singapore that focuses on home renovation, interior design, living in HDB flats, and the broader property market. It positions itself as a media brand that provides timely and practical content tailored for Singaporean homeowners, renters, and design-conscious readers.[1]

Uchify company logo. Photo from Uchify.

Brand philosophy

The name “Uchify” stems from “Uchi,” a word that embodies multiple meanings—“home,” “close-knit community,” and “being present in the moment.” Through this name, Uchify conveys its mission to both inform and build a sense of belonging among readers navigating housing and lifestyle decisions in Singapore. Uchify aspires to “inspire and empower readers to create their dream homes” and to equip them to make smarter decisions amidst vast amounts of home-related and renovation information.[1]

Content and focus

 
Photo from Uchify.

Uchify produces a variety of content tailored to the home-living audience:

  • Featured Homes / Small Space Living: Showcases standout residential projects and efficient living solutions for compact spaces.[2]
  • Product Reviews: Provides detailed comparisons (e.g., “This vs That”) along with real-user scoring under “Singaporeans Score.” The goal is to offer genuine, practical advice.[2]
  • Property & Lifestyle News: Covers new property launches (including condominiums and BTO), as well as new shop openings and promotions in the home/living space.[2]
  • Guides: High-utility explainer content on renovation, housing finance, feng shui, maintenance, and other relevant topics.[1]

Perspectives: Deeper, long-form stories reflecting life in Singapore, personal narratives, and features on the lived experience of residents.[2]

Audience and reach

Uchify’s primary audience consists of middle-class Singaporean homeowners and renters, especially those living in HDB flats, interested in optimizing their homes, renovation decisions, product purchases, and staying abreast of housing trends.[2]

Uchify maintains an active presence across multiple digital platforms:

  • Website: uchify.com, featuring articles, guides, and inspiration.[3]
  • Instagram: Showcases visual content and features. As of 2025, they have 67.7k followers.[4]
  • Facebook: Shares articles, product highlights, and community content. As of 2025, they have 62k followers.[5]
  • Telegram Channel: Offers updates and content directly to subscribers.
  • TikTok: Showcases house tours and 'did you know' shorts. As of 2025, they have garnered over 82k followers.[6]

Parent company and sister brands

Uchify is a sister brand of TheSmartLocal (TSL), founded by Bryan Choo in 2013. TSL Media Group is Singapore's largest new media publication, with over 220 employees as of January 2023. Other sister brands under TSL include:

  • Eatbook.sg (food-related content)
  • MustShare News (digital news and viral content)
  • TelegramCo (Telegram channels network)
  • ZULA (women's lifestyle)
  • Wiki.sg

References/Citations

  1. ↑ 1.0 1.1 1.2 “About Uchify” Uchify. n.d. Accessed 12 September, 2025.
  2. ↑ 2.0 2.1 2.2 2.3 2.4 “Publication Profile: Uchify” Telum Media. n.d. Accessed 12 September, 2025.
  3. ↑ “Uchify.sg” Uchify. n.d. Accessed 12 September, 2025.
  4. ↑ “uchify.sg” Instagram. n.d. Accessed 12 September, 2025.
  5. ↑ “Uchify.sg” Facebook. n.d. Accessed 12 September, 2025.
  6. ↑ "uchify.sg" TikTok. n.d. Accessed 16 September 2025.
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