Feeld, a dating application based in the UK, caters to non-monogamous, queer, and kink-oriented users, has reported significant growth in sales alongside its largest dividend distribution to date, revealing its success in attracting users from more traditional competitors.
The company’s revenues surged by 32%, reaching £64 million, fueled by increased interest from what it terms “open-minded individuals seeking to explore love, desire, and alternative relationship dynamics in a safe and inclusive environment.”
Pre-tax profits also saw a rise, moving from £9.3 million to £11.4 million. The shareholders, including co-founders Ana Kirova and Dimo Trifonov, benefited from a dividend payout of £3.8 million.
Kirova and Trifonov initially launched the app under the name 3nder (pronounced “Thrinder”), focusing on connecting couples and individuals interested in threesomes. However, a legal challenge from Tinder necessitated a rebranding to Feeld. Despite this setback, the app has surged in popularity even as larger competitors face challenges.
Match Group, which operates Tinder along with other dating platforms such as Hinge and OK Cupid, reported a 5% drop in user base earlier this year amid growing dissatisfaction with the app-based dating experience.
Conversely, Feeld, which identifies itself as a platform “for the curious,” seems to be capturing some of these disillusioned users. While this trend has led to claims that its edgy persona is becoming more conventional, Feeld’s president, Kyle Brennan, attributes this evolution to shifting societal attitudes.
“These numbers highlight a broader transformation in how people perceive connections, embracing greater openness, curiosity, and the autonomy to approach relationships differently,” Brennan stated.
Financial documents filed with Companies House indicate that Feeld’s revenue growth is largely driven by international users, with £56 million coming from markets outside the UK, nearly 90% of its total revenue. Regions such as Mexico and Spain exhibit the fastest growth rates, while cities like New York, Toronto, and Paris each saw user increases of over 20%.
Feeld generates income through its Majestic memberships, offering users benefits like unlimited “likes,” the ability to see who has liked them, and advanced filters to find suitable matches. Additionally, members can purchase extra “pings,” a feature for messaging other users before a match is made.
In 2024, Feeld faced scrutiny after cybersecurity experts uncovered potential vulnerabilities that exposed certain features to manipulation. Research from the London-based Fortbridge revealed that users’ sensitive information, including messages and private photos, could be accessed. Feeld responded by investigating the issues and implementing fixes, confirming that no customer data breaches occurred, while investing £10.5 million in technological enhancements over the past year.
Previous reports indicate that Feeld’s largest dividend before this year was merely £600,000 in 2024. In addition to its online platform, Feeld organizes social events, such as “kinky trivia” nights and “pitch your mate” events where guests can advocate for their friends as potential dates.
Editor’s Take
This growth demonstrates a notable shift in user preferences within the dating landscape, reflecting the evolving nature of relationships. As traditional platforms struggle, Feeld’s success may signify a larger trend towards more inclusive and diverse dating options. This development is crucial for both users seeking alternative experiences and businesses aiming to adapt to changing societal norms.
Source: www.theguardian.com
