In a world where most companies are working to make their products stickier, it's uncommon to find a startup that's trying to get users to put their phones down.
But that is exactly what helloTruly, a new dating startup based in Northbrook, wants to do.
"helloTruly is a digital icebreaker that lets you know when to say hello to someone you're attracted to, in the moment at the places you go," said Andy Kenoe, who co-founded helloTruly along with his oldest son, Jack.
In his view, dating apps are a poor substitute for a spontaneous encounter. It’s hard to really get a feel for someone’s personality through in-app messaging, and fielding messages from prospective dates can be time-consuming.
In order to keep users from getting dragged into long, potentially futile message exchanges, Kenoe partnered with Chicago-based dev shop Vokal to design the app.
"Since there's no remote access to profiles and no online chatting, helloTruly users are encouraged — actually, compelled —to put away their phones and say hello in person," said Kenoe.
Here's how it works: When setting up a profile, a user provides their first name, a photo and a simple conversation starter. Besides gender and age preferences, the app makes no attempt to filter or “match” users with each other. Instead, users simply check in at any Google location — a bar, a coffee shop, a park or a library — and they get to see a list of other users who are also checked into that location. They’ll also get notifications when other users check in at the same location.
In addition to offering a different kind of experience, Kenoe said the app has the added benefit of keeping users honest. Making up hobbies and interests makes for poor conversation starters, and posting a fake profile picture will make it hard for other users to find you.
Needless to say, online dating is a crowded marketplace. But Kenoe said the ubiquity of dating apps isn’t necessarily a bad thing for his company.
“The market research shows that for the very best market participants, it isn’t necessarily a zero sum game,” Kenoe said. “People typically will use two, three, four or more dating apps or sites. So what we’re trying to do ... is to be something different.”
Kenoe compares the plethora of dating apps to a contractor’s toolbox: it’s all about being the best tool for one particular part of the job.
“As long as we’re the only wrench, we’re good,” he said.
Images via helloTruly.
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