Exactly how Robyn Exton expanded well-known lesbian dating software the lady

Exactly how Robyn Exton expanded well-known lesbian dating software the lady

By Suzanne BearneBusiness reporter

Whenever Robyn Exton very first established the girl dating and social network app for lesbians and bisexual female, a lack of profit for advertising required she’d head to nightclubs equipped with bottles of spirit.

“during the early era I would head to clubs with a container of sambuca in a single give, and tequila in the additional, and motivate women to install the software in return for a try,” says the 29-year-old.

Then at UNITED KINGDOM lesbian, gay, bisexual and transgender (LGBT) celebrations Manchester and Brighton satisfaction, she focused women by located beyond your transportable commodes handing out rest room paper with leaflets encouraging the application.

This was in 2013, and Ms Exton’s low-cost, but revolutionary, way of marketing and advertising eventually noticed consumer numbers go up gradually, subsequently further getting traction by way of positive person to person.

Founded in London, however with the headquarters transferring to san francisco bay area a year ago in order to be closer to all of us buyers, and to maintain the thicker with the strong social network scene, the Her app presently has one or more million women customers worldwide.


The lady was given birth to from Ms Exton’s aggravation with present lesbian internet dating internet sites and apps, which she failed to consider comprise suitable .

She says the marketplace is dominated by “dating internet sites that were at first made for gay boys, and tuned red for lesbians”.

Ms Exton got an inside companies familiarity with this simply because at that time she got doing work for a London-based advertising department, in which the lady client produced matchmaking programs.

The bulb minute when she made a decision to do something about the situation arrived whenever she was a student in a club with two company, among whom had divided together with her gf.

Ms Exton says: “We shared with her you have got to join these websites to meet another person, there’s no other selection.

“It actually was insane because I knew the industry as a result of my clients, and I also think, ‘is this the greatest that prevails to ladies? Because it’s humiliating, and humiliating that we tend to be compelled to make use of these’.”

So Ms Exton give up their task, and began work on building Her.

Transferring together grandfather to save money, she worked in a pub on nights and weekends, and taught by herself simple tips to computing plan.

Armed with £10,000 of savings, such as a £4,000 lottery victory, Ms Exton launched 1st incarnation of the lady in 2013, at first contacting they Dattch, which endured for “date catch”.

To secure help and business advice she successfully gathered a place on initial mentoring plan Wayra, and is operated by telecommunications company Telefonica.

Initially simply a dating app, added content is included within the last 3 years, like a reports part, and show listing.

“We managed to make it far more of a social experience for our users,” claims Ms Exton.

“A large percentage of all of our customers come into an union, but use the application to learn what exactly is going on for the city, see LGBT material, and come up with family inside their area.”

At the same time, title was actually changed to the girl in March 2015.

“folks cannot cause Dattch,” claims Ms Exton.

Paid-for type

Since the publish, Her have increased $2.5m (£1.7m) in financial support, with our team investors like Michael Birch, founder of social network Bebo, and Alexis Ohanian, co-founder of news program Reddit.

However, it possess however to manufacture any money, as Ms Exton have up until now used the well-trodden path of getting grip through providing a free service.

Income may finally start to appear later this year when the woman releases a premium, paid-for type of the software.

Ms Exton won’t be drawn on pricing, and just what it will require, but she does state you will have “extra value-added qualities”.

Technology expert Britanny Carter of analysis group IbisWorld says that programs for example Her, that serve specific class, can properly carve a distinct segment inside the online dating area.

She brings: “Including content material to further indulge customers is a wonderful means for the girl to promote app practices, particularly when the user base is smaller than average growth is important.”

However Ms Carter cautions that their should always get on protect from prospective rivals.

“Like most matchmaking programs, the switching outlay between software is actually reduced, so the lady will probably face opposition off their programs looking to cater to the lesbian market.”


Today located in San Francisco with five peers, while two different this lady employees stay static in London, Ms Exton states the software is obviously on guard against guys wanting to sign up.

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

Avoiding this, all users need validate their own sex by registering through their own Facebook or Instagram accounts, while Her possess more examining elements set up, and real customers were “fast to document individuals who you shouldn’t trust the city”.

On an infinitely more good notice, Ms Exton claims the woman is happy to to listen to stories about women that are able to “figure out a big element of their sexuality” through joining Her.

She recalls the time when a girl came up to this lady at the conclusion of an event she got speaking at.

“She merely wished to express gratitude,” states Ms Exton. “She got encounter Her. and she could now speak to a group of people comparable to her, just who made the lady feel okay, and were not browsing query her exactly what she determines since.”

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