How Robyn Exton became prominent lesbian dating app their

Whenever Robyn Exton first founded her online dating and social network app for lesbians and bisexual ladies, a lack of profit for advertising meant she’d go to nightclubs armed with containers of spirits.

“In the early period I would head to nightclubs with a bottle of sambuca in a single hands, and tequila from inside the additional, and encourage babes to install the app in substitution for an attempt,” claims the 29-year-old.

Subsequently at UNITED KINGDOM lesbian, gay, bisexual and transgender (LGBT) celebrations Manchester and Brighton Pride, she directed ladies by standing up beyond your lightweight commodes offering toilet paper with flyers encouraging the software.

It was back 2013, and Ms Exton’s inexpensive, but innovative, method to promotion quickly spotted consumer data go up steadily, subsequently more gaining traction owing to positive personal references.

Established in London, but with its head office moving to bay area this past year to become nearer to all of us dealers, and be in the heavy of the burgeoning social networking world, the Her app is now offering multiple million women consumers worldwide.


The girl was born from Ms Exton’s disappointment with existing lesbian dating internet sites and apps, which she don’t imagine happened to be sufficient.

She says the business ended up being reigned over by “dating web sites that were at first designed for homosexual boys, and tuned green for lesbians”.

Ms Exton had an inside companies familiarity with this because at the time she is working for a London-based advertising agencies, where the woman customer generated internet dating programs.

The bulb second whenever she chose to do something positive about the problem came when she was a student in a pub with two buddies, among whom had divide along with her girlfriend.

Ms Exton says: “We told her you have got to join these sites to fulfill some other person, there isn’t any various other solution.

“It actually was crazy because I understood the considering my personal clients, and that I believed, ‘is this the very best that is out there to girls? Since it is embarrassing, and humiliating that we are compelled to use these’.”

So Ms Exton give up the girl tasks, and started focus on creating Her.

Relocating together with her pops to save cash, she worked in a pub on evenings and sundays, and educated by herself how to device plan.

Equipped with ВЈ10,000 of savings, including a ВЈ4,000 lotto win, Ms Exton founded 1st incarnation of this lady in 2013, at first contacting they Dattch, which stood for “date catch”.

To protect service and company recommendations she successfully achieved a spot on start-up guidance programme Wayra, that will be work by telecom company Telefonica.

Initially simply an internet dating app, additional materials has been added in the last 3 years, including a development section, and event lists.

“We made it a whole lot more of a social experiences for the people,” claims Ms Exton.

“a lot of our very own users have a relationship, but make use of the application discover what is happening in area, see LGBT content material, and work out friends inside their room.”

Meanwhile, title had been changed to their in March 2015.

“folk cannot cause Dattch,” claims Ms Exton.

Paid-for type

Since its establish, Her features increased $2.5m (ВЈ1.7m) in investment, with our team people like Michael Birch, creator of social media Bebo, and Alexis Ohanian, co-founder of news system Reddit.

But features but which will make any money, as Ms Exton enjoys yet adopted the well-trodden route of getting grip through providing a free solution.

Profits may at long last begin to arrive later on in 2010 whenever this lady releases a premium, paid-for form of the software.

Ms Exton will not be drawn on cost, and just what it will require, but she really does state there’ll be “extra value-added features”.

Technology expert Britanny Carter of study class IbisWorld states that applications such as for instance Her, that focus on particular class, can properly carve a niche within the online dating sites space.

She contributes: “Including information to help engage customers is a fantastic technique the girl to encourage app usage, specially when an individual base is actually small and growth is important.”

But Ms Carter cautions that their must always be on protect from potential competition.

“similar to dating software, the switching expenses between apps was low, so the woman will more than likely face opposition from other apps seeking to cater to the lesbian marketplace.”

‘Thanks a lot’

Today based in San Francisco with five colleagues, while two more the lady staff stay in London, Ms Exton states the software is often on protect well from guys trying to signup.

The company estimates that 15percent of individuals wanting to join are boys pretending is females.

To stop this, all users have to examine their particular sex by joining through their own Twitter or Instagram profile, while Her possess various other checking elements in place, and authentic consumers is “fast to report individuals that don’t esteem the community”.

On a much more good note, Ms Exton says the woman is satisfied to to listen to tales about women who have the ability to “figure completely a huge part of their unique sexuality” due to signing up for Her.

She recalls the amount of time when a female emerged to the lady after a meeting she got speaking at.

“She simply planned to say thank you,” states Ms Exton. “She got find Her. and she could now speak to a group of females similar to this lady, who generated the woman think OK, and just weren’t attending query her just what she identifies because.”