Pioneering inclusivity in the dating app space: Insights from HER's CEO Robyn Exton

22 October 2024

Subscription Podcast Acquisition Conversion Dating Mobile APP paywall optimization

Jeff Grang

Co-founder & CEO @ Purchasely

Robyn Exton, the founder and CEO of HER, a leading dating app for LGBTQ+ women, shares insights on the evolution of the dating app landscape, HER's unique positioning, and future directions in a recent Subscription League podcast episode.

More about Robyn

Robyn Exton is the visionary founder and CEO of HER, the world's leading dating app for LGBTQ+ women, boasting over 6 million users across 55 countries.

A champion of inclusivity and diversity, Robyn has revolutionized the dating app landscape by creating a platform that celebrates queer culture and fosters meaningful connections. Her innovative approach has earned her recognition as a leader in tech and LGBTQ+ advocacy, including being featured in Forbes' 30 Under 30.

With a background in brand strategy and a passion for community building, Robyn continues to drive HER's growth and global impact. She is a frequent speaker at industry events, sharing her insights on entrepreneurship, inclusivity, and the future of dating apps.

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Episode 32 sneak peak

How is HER different from already existing dating giants?

Over a decade ago, Grindr was revolutionizing mobile dating, and Tinder was just emerging in the U.S. The UK, however, still relied on web-based dating. For queer women, the market was nearly non-existent.

Gaydar, designed mainly for gay men, offered a subpar experience for women, filled with inappropriate messages and a lack of user-friendliness. The market and potential for a dedicated app was there.

Until recently, few platforms catered specifically to LGBTQ+ audiences. Today, mainstream apps recognize the importance of inclusivity, driven by younger generations' fluid understanding of gender and sexuality.

HER offers a deeply inclusive and authentic platform, celebrating queer culture with features like Pride Pins, which mainstream apps often struggle to emulate due to broader, often cisgender male-dominated user bases.

Niche or real market?

Initially, the LGBTQ+ market seemed small, but recent data shows significant growth, especially among Gen Z, where fewer than 50% identify as strictly straight.

HER users typically seek committed relationships or meaningful connections, including friendships, differing from the immediate gratification often pursued on other platforms.

How did the UA and engagement strategies evolved in the past 10 years?

HER started with Tumblr, leveraging its popularity among sapphic women, before expanding to platforms like Meta for broader reach.

The cost per install varies, with high-intent channels costing around $2 per install and awareness-building channels around $6-7.

Key markets include the U.S., UK, France, Germany, Canada, and Australia. Thailand has emerged as a strong market due to a viral TikTok campaign.

A segment that doesn't respond the same way

HER tried a lot of growth strategies and tactics but wasn't quite successful.

Users appreciate extensive profile creation steps but are deterred by paywalls during onboarding.

Same with the traditional conversion methods, like detailed benefit lists on paywalls, underperform compared to more emotive, simple approaches.

The company played with other tools like partnerships. The last one with Paramount for "Mean Girls" involved creating custom Pride Pins and app takeovers, resonating well with users.

Effective partnerships authentically connect brands with the LGBTQ+ audience, avoiding insincere "box-ticking" exercises.

Future Directions and Challenges

AI holds potential in trust and safety, content moderation, and user support. However, users crave authenticity, so AI's role must be transparent and supportive rather than deceptive.

The LGBTQ+ dating market is expanding significantly, driven by younger generations' diverse identities and sexualities offering great potential of an even brighter future for HER.