A dating app aimed at individuals in alternative relationships nearly doubled its revenues last year, thanks to a surge in non-monogamous, queer, and kinky users expanding its global reach.
The platform, established by an entrepreneurial couple who are themselves in an open relationship, has stated its mission is to elevate the human experience of sexuality and relationships. Operating from a registered office on an industrial estate in Carlisle, Cumbria, the app has seen considerable growth in popularity.
In recent years, there has been a significant rise in interest in non-traditional relationship structures, such as polyamory. As a result, last year marked the first time the app was large enough to file full accounts at Companies House. These accounts revealed a significant increase in profits from £2.4 million to £5.5 million in the year ending 2023, driven by revenues that increased from £20.7 million to £39.5 million.
The majority of this income is now generated from outside the United Kingdom, with £33 million of turnover coming from overseas. The app is available for free download globally, including in the United States and Australia, with charges applied to access its full range of services.
The company was founded in 2014 by Dimo Trifonov after discussions with his partner, Ana Kirova, about opening their relationship. Kirova, now the chief executive, has been involved with the platform since its early days. Initially named 3nder, the app faced a lawsuit from a larger competitor, necessitating a rebranding.
Kirova took over as chief executive in December of the previous year, leading a rebranding exercise and technology upgrade, which initially encountered several glitches but have since been resolved. The app has also expanded into social events, enriching user experiences beyond the digital realm.
Companies House filings disclosed a change in the ownership structure after Kirova’s appointment as chief executive. Before January, Trifonov owned the majority of the shares. However, nearly half of his shares were transferred to Kirova in early 2024, reducing his stake below 50%. Filings show that Kirova now owns nearly 24% of the business.
Despite these changes, Trifonov still holds substantial influence in the company. Prior to the share transfer, shareholders received dividends of £400,000 in 2023 and £292,923 the year before, with Trifonov owning slightly more than half of the stock at that time.
Kirova stated, “I do not believe in growth at all costs, and we do not pursue that as a business. We listen to our members across different channels and do our best to grow in ways that support their personal journeys.” She further noted that the app’s model defies traditional industry trends, resonating well with its user base.
This impressive growth reflects a strong recovery since 2016 when the app faced a legal challenge from a rival. At the time, Trifonov accused the competitor of aggressive tactics, which necessitated a name change for the app. Since then, the company’s workforce has grown from eight people in 2016 to nearly 50, underscoring its remarkable development.
The dating app has effectively capitalised on the growing interest in alternative relationships, demonstrating significant fiscal growth and a substantial global presence. This success underscores its commitment to supporting diverse relationship structures and personal journeys.