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Just how Robyn Exton became common lesbian matchmaking software the lady

dating apps

Just how Robyn Exton became common lesbian matchmaking software the lady

By Suzanne BearneBusiness reporter

When Robyn Exton first established this lady internet dating and social media application for lesbians and bisexual women, insufficient cash for advertising created she’d go to nightclubs armed with containers of spirits.

“during the early time I’d visit clubs with a bottle of sambuca in a single hand, and tequila for the some other, and inspire babes to obtain the software in return for a go,” states the 29-year-old.

Subsequently at UNITED KINGDOM lesbian, homosexual, bisexual and transgender (LGBT) festivals Manchester and Brighton satisfaction, she directed women by waiting beyond your lightweight commodes offering rest room paper with leaflets encouraging the software.

It was in 2013, and Ms Exton’s low priced, but revolutionary, method of marketing and advertising eventually watched consumer numbers rise steadily, then further gaining grip using positive personal references.

Launched in London, however with its headquarters thinking of moving San Francisco last year in order to be nearer to all of us traders, and maintain the thicker of the burgeoning social networking world, the Her application now has more than one million feminine customers all over the world.


The lady came into this world from Ms Exton’s aggravation with present lesbian online dating internet sites and applications, which she did not think happened to be suitable.

She states industry was controlled by “dating websites that were at first created for gay guys, and tuned red for lesbians”.

Ms Exton had an inside companies knowledge of this simply because at the time she had been doing work for a London-based advertising department, in which the girl client generated matchmaking platforms.

The bulb moment when she chose to do some worthwhile thing about the situation emerged whenever she was at a pub with two company, certainly whom have split together girl.

Ms Exton states: “We told her you’ve got to join these websites to get to know another person, there’s no some other preference.

“It was insane because we understood the industry as a result of my client, and I considered, ‘is this a that is present to girls? Because it’s awkward, and humiliating that people become obligated to make use of these’.”

Therefore Ms Exton give up the girl work, and started work with building Her.

Relocating along with her father to save cash, she worked in a club on nights and weekends, and taught by herself how-to computer plan.

Equipped with £10,000 of economy, like a £4,000 lotto winnings, Ms Exton founded the initial incarnation of Her in 2013, initially contacting it Dattch, which stood for “date catch”.

To protect service and businesses guidance she successfully gathered a place on initial coaching program Wayra, that will be work by telecommunications company Telefonica.

At first only a dating software, further material has been added during the last three-years, such as an information area, and celebration listings.

“We managed to get a great deal more of a personal experiences for our people,” claims Ms Exton.

“A large percentage of the users are in a partnership, but utilize the app to discover what is actually occurring during the area, read LGBT content, and then make company in their neighborhood.”

Meanwhile, the name is altered to their in March 2015.

“folk cannot cause Dattch,” claims Ms Exton.

Paid-for adaptation

Since its launch, Her features elevated $2.5m (£1.7m) in investment, with our company investors like Michael Birch, founder of myspace and facebook Bebo, and Alexis Ohanian, co-founder of development platform Reddit.

However, it have but to manufacture any cash, as Ms Exton keeps to date followed the well-trodden course of getting traction by offering a no cost provider.

Incomes may eventually start to arrive later on this current year when the lady launches reduced, paid-for version of the app.

Ms Exton won’t be attracted on pricing, and just what it will involve, but she does state there will be “extra value-added properties”.

Tech analyst Britanny Carter of investigation cluster IbisWorld claims that applications such as for instance Her, that focus on particular class, are able to successfully carve a distinct segment around the online dating sites area.

She adds: “such as content material to further engage users is a fantastic technique this lady to motivate app use, especially when the user base is small and progress is very important.”

But Ms Carter cautions that the girl must always get on guard against possible competition.

“like the majority of online dating software, the switching costs between software try lowest, so Her will likely face competitors off their programs trying serve the lesbian marketplace.”


Today based in San Francisco with five colleagues, while two various other their staff stay in London, Ms Exton claims the application is on protect from people wanting to signup.

The company estimates that 15per cent of men and women wanting to join are males acting are people.

To prevent this, all people have to examine her gender by joining through their unique Twitter or Instagram profile, while Her has actually other examining mechanisms in position, and authentic users were “fast to document people who cannot honor the community”.

On an infinitely more positive notice, Ms Exton states this woman is proud to to hear xcheaters hesap silme stories about ladies who have the ability to “figure down a big part of their particular sexuality” through joining Her.

She recalls committed when a girl came up to this lady at the conclusion of a conference she was speaking at.

“She only planned to express gratitude,” says Ms Exton. “She got run into Her. and she could today talk with a team of female similar to the lady, whom generated the lady feeling OK, and weren’t browsing ask her exactly what she determines since.”