Exactly how Robyn Exton grew popular lesbian dating app Her

Exactly how Robyn Exton grew popular lesbian dating app Her

Whenever Robyn Exton first launched her dating and social network software for lesbians and bisexual females, deficiencies in cash for advertising designed she’d head to nightclubs equipped with containers of spirits.

«In the start we’d head to nightclubs having a container of sambuca in a single hand, and tequila within the other, and encourage girls to download the application in substitution for an attempt,» states the 29-year-old.

Then at British lesbian, gay, bisexual and transgender (LGBT) festivals Manchester and Brighton Pride, she targeted females by standing beyond your toilets that are portable out toilet paper with leaflets marketing the software.

This is back in 2013, and Ms Exton’s low priced, but revolutionary, approach to advertising quickly saw individual figures rise steadily, then further gaining traction thanks to positive person to person.

Launched in London, however with its headquarters moving to San Francisco year that is last purchase to be nearer to US investors, and also to be within the dense for the burgeoning social networking scene, the Her application now has one or more million feminine users all over the world.


Her was created from Ms Exton’s frustration with current lesbian websites that are dating apps, which she did not think had been good enough.

She claims the marketplace ended up being dominated by «dating web sites that have been initially made for homosexual males, and tuned red for lesbians».

Ms Exton had a business that is inside with this because at that time she had been employed by a London-based branding agency, where her client made dating platforms.

The bulb moment whenever she made a decision to do something positive about the specific situation arrived whenever she was at a pub with two buddies, certainly one of whom had split together with her girlfriend.

Ms Exton states: «We shared with her you have got to join these websites to fulfill somebody else, there’s no other option.

«It ended up being crazy because we knew the industry as a result of my customer, and I also thought, ‘is this the greatest that exists to females? As it’s embarrassing, and embarrassing that people are obligated to make use of these’.»

Therefore Ms Exton quit her task, and started work with developing Her.

Transferring along with her daddy to save cash, she worked in a pub on evenings and weekends, and taught herself just how to computer programme.

Armed with £10,000 of cost savings, including a £4,000 lottery winnings, Ms Exton established the incarnation that is first of in 2013, initially calling it Dattch, which stood for «date catch».

To secure help and company advice she effectively gained an accepted put on start-up mentoring programme Wayra, which can be run by telecommunications firm Telefonica.

At first merely a dating application, extra product was added in the last 3 years, including a news area, and event listings.

«We managed to make it so much more of the experience that is social our users,» states Ms Exton.

«a lot of our users have been in a relationship, but utilize the application to learn what is occurring into the city, look over LGBT content, while making buddies inside their area.»

Meanwhile, the true title ended up being changed to Her in March 2015.

«People could not spell Dattch,» claims Ms Exton.

Paid-for variation

Since its launch, Her has raised $2.5m (£1.7m) in money, with US investors including Michael Birch, creator of myspace and facebook Bebo, and Alexis Ohanian, co-founder of news platform Reddit.

But, it offers yet to help make hardly any money, as Ms Exton has thus far followed the well-trodden course of gaining traction by providing a totally free solution.

Revenues may finally begin to show up later on this current year whenever Her launches reasonably limited, paid-for form of the application.

Ms Exton won’t be drawn on costs, and just what it’s going to involve, but she does state there will be «extra value-added features».

Tech analyst Britanny Carter of research group IbisWorld claims that apps such as for example Her, that focus on certain demographics, have the ability to efficiently carve a distinct segment within the online dating sites room.

She adds: «Including content to further engage users is a wonderful means for Her to encourage app use, particularly when an individual base is tiny and development is crucial.»

Yet Ms Carter cautions that Her should always be on protect well from prospective rivals.

«similar to dating apps, the switching costs between apps is low, so Her will likely face competition from other apps seeking to appeal to the lesbian market.»

‘Thank you’

Now located in san francisco bay area with five peers, while two other Her workers stay static in London, Ms Exton states the application is often on protect well from males wanting to subscribe.

The business enterprise estimates that 15% of individuals wanting to join continue reading are guys pretending become ladies.

To avoid this, all users need to confirm their sex by enrolling through their Facebook or Instagram records, while Her has other checking mechanisms in place, and genuine users are «fast to report people who do not respect town».

On an infinitely more note that is positive Ms Exton states she actually is proud to to hear stories about women that have the ability to «figure down a large section of their sexuality» because of joining Her.

She recalls the right time whenever a lady came up to her at the conclusion of a conference she ended up being talking at.

«She just desired to give you thanks,» claims Ms Exton. «She had encounter Her. and she could now talk with a number of ladies comparable to her, whom made her feel okay, and were not planning to ask her just what she identifies since.»

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