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January 8, 2022

How Robyn Exton grew prominent lesbian dating software the woman

How Robyn Exton grew prominent lesbian dating software the woman

By Suzanne BearneBusiness reporter

When Robyn Exton 1st founded the woman dating and social network application for lesbians and bisexual females, a lack of funds for advertising suggested she'd go to nightclubs armed with bottles of spirits.

"during the early time I'd visit clubs with a bottle of sambuca in one hands, and tequila into the some other, and inspire babes to obtain the software in return for a trial," states the 29-year-old.

Then at UNITED KINGDOM lesbian, gay, bisexual and transgender (LGBT) celebrations Manchester and Brighton Pride, she focused lady by located beyond your mobile toilets providing rest room paper with leaflets promoting the application.

This is back in 2013, and Ms Exton's affordable, but revolutionary, approach to promotion soon saw user rates go up continuously, subsequently more getting grip by way of good personal references.

Established in London, however with their head office transferring to bay area just last year in order to be closer to you investors, in order to maintain the heavy associated with the strong social media scene, the Her app presently has multiple million feminine consumers internationally.


This lady was given birth to from Ms Exton's frustration with present lesbian dating website and programs, which she didn't thought had been sufficient.

She says the marketplace was dominated by "dating websites which were in the beginning designed for homosexual guys, and updated red for lesbians".

Ms Exton had an inside companies comprehension of this simply because at the time she was doing work for a London-based marketing service, where her clients generated internet dating platforms.

The lamp second whenever she made a decision to do some worthwhile thing about the problem arrived when she was in a club with two friends, one of who have split with her sweetheart.

Ms Exton says: "We shared with her you have got to join these sites to get to know somebody else, there is different possibility.

"It actually was insane because I knew the as a result of my personal customer, and I also believed, 'is this best that prevails to lady? Because it's humiliating, and embarrassing that individuals tend to be forced to use these'."

Thus Ms Exton give up the girl job, and began work with establishing Her.

Transferring with her parent to save money, she worked in a club on evenings and weekends, and educated by herself ideas on how to computer programme.

Equipped with £10,000 of economy, including a £4,000 lotto winnings, Ms Exton launched the most important incarnation of the girl in 2013, at first calling they Dattch, which endured for "date catch".

To protected service and businesses pointers she successfully gathered a place on initial guidance program Wayra, basically work by telecommunications firm Telefonica.

Initially just an online dating software, added material is included over the last 3 years, like a reports point, and celebration listings.

"We caused it to be more of a social skills for the customers," claims Ms Exton.

"lots of the users have a partnership, but use the app to discover what's occurring into the urban area, browse LGBT contents, and then make company within their area."

Meanwhile, the name got changed to Her in March 2015.

"men and women could not cause Dattch," says Ms Exton.

Paid-for adaptation

Since their establish, Her provides raised $2.5m (£1.7m) in financing, with our team traders like Michael Birch, founder of social networking Bebo, and Alexis Ohanian, co-founder of reports system Reddit.

But have yet to create any cash, as Ms Exton has thus far adopted the well-trodden path of gaining grip by providing a no cost provider.

Income may ultimately start to show up later this present year when this lady releases reduced, paid-for version of the application.

Ms Exton will not be pulled on cost, and exactly what it will involve, but she does state you'll encounter "extra value-added qualities".

Technology analyst Britanny Carter of studies people IbisWorld states that applications such as for example Her, that cater to specific class, can successfully carve a distinct segment in the online dating sites area.

She contributes: "Including contents to help expand participate people is a great technique their to inspire app use, specially when the consumer base are small and growth is crucial."

But Ms Carter cautions that Her should always be on guard against prospective competition.

"like the majority of internet dating programs, the changing bills between applications was reduced, so this lady will most likely face competition off their software trying serve the lesbian marketplace."

'many thanks'

Today based in san francisco bay area with five colleagues, while two other the girl staff members stay in London, Ms Exton states the app is on guard against males trying to sign up.

The organization estimates that 15percent of people trying to join are men acting as female.

To avoid this, all people need certainly to examine their particular gender by signing up through their particular Twitter or Instagram account, while Her has various other checking elements in place, and genuine users become "fast to document people who cannot appreciate the city".

On a more good note, Ms Exton states she actually is pleased to to learn stories about women that have the ability to "figure aside a big section of their particular sex" because of joining Her.

She recalls enough time whenever a girl came up to her after an event she was actually speaking at.

"She only desired to say thank you," says Ms Exton. "She have run into Her. and she could today meet with several women much like the lady, which produced their believe OK, and just weren't planning to inquire the girl what she recognizes because."