How Robyn Exton expanded common lesbian online dating software the lady

By Suzanne BearneBusiness reporter

When Robyn Exton initially launched this lady matchmaking and social media software for lesbians and bisexual ladies, too little profit to promote implied she’d check-out clubs armed with containers of spirit.

“in early weeks I’d check-out nightclubs with a container of sambuca within one hand, and tequila from inside the other, and convince ladies to down load the application in return for a trial,” states the 29-year-old.

Next at British lesbian, gay, bisexual and transgender (LGBT) celebrations Manchester and Brighton satisfaction, she targeted female by waiting outside the transportable commodes providing toilet tissue with flyers promoting the application.

This was in 2013, and Ms Exton’s low priced, but innovative, method of marketing soon noticed consumer numbers rise continuously, after that more gaining traction owing to positive personal references.

Created in London, but with the head office transferring to bay area this past year in order to be nearer to you people, also to take the thicker of the burgeoning myspace and facebook world, the Her app presently has multiple million women customers all over the world.


This lady came into this world from Ms Exton’s stress with current lesbian dating sites and apps, which she didn’t imagine are good enough.

She says industry was actually reigned over by “dating internet that have been in the beginning designed for homosexual guys, and tuned pink for lesbians”.

Ms Exton got an inside business understanding of this because during the time she is employed by a London-based marketing company, where her customer generated internet dating systems.

The light bulb second when she chose to do something about the specific situation came when she was in a pub with two buddies, certainly whom got separate with her girl.

Ms Exton claims: “We shared with her you need to join these sites to satisfy some other person, there’s really no some other alternatives.

“it absolutely was insane because I understood the industry due to my customer, and I believed, ‘is this the very best that exists to people? Since it is embarrassing, and embarrassing that people are obligated to use these’.”

Very Ms Exton quit the woman task, and started manage building Her.

Transferring with her dad to save cash, she worked in a club on nights and vacations, and trained herself simple tips to computing programme.

Armed with £10,000 of discount, like a £4,000 lottery victory, Ms Exton established the very first incarnation of this lady in 2013, at first phoning it Dattch, which endured for “date catch”.

To lock in support and company guidance she successfully gathered somewhere on initial coaching program Wayra, which can be run by telecom firm Telefonica.

At first just an internet dating app, added materials is included over the past 3 years, such as a development part, and event listing.

“We caused it to be much more of a social enjoy in regards to our consumers,” says Ms Exton.

“a lot of the users are in a commitment, but use the software to learn what is occurring for the town, review LGBT information, and make buddies in their location.”

At the same time, title was actually altered to Her in March 2015.

“men and women cannot spell Dattch,” states Ms Exton.

Paid-for version

Since its establish, Her keeps elevated $2.5m (£1.7m) in money, around people like Michael Birch, creator of social network Bebo, and Alexis Ohanian, co-founder of news platform Reddit.

However, it have but to manufacture anything, as Ms Exton features thus far then followed the well-trodden road of getting traction through providing a no cost provider.

Income may at long last begin to appear later on this current year whenever the woman launches a premium, paid-for type of the app.

Ms Exton defintely won’t be driven on pricing, and exactly what it will involve, but she does say you’ll encounter “extra value-added qualities”.

Technologies analyst Britanny Carter of research team IbisWorld states that apps particularly Her, that appeal to particular demographics, have the ability to successfully carve a distinct segment within the online dating sites space.

She includes: “like information to help indulge users is a great method for the lady to inspire app consumption, especially when the user base is small and gains is crucial.”

But Ms Carter cautions that the lady should be on protect from prospective opponents.

“like the majority of dating software, the switching bills between software was lowest, so the lady will likely face opposition from other software seeking to focus on the lesbian marketplace.”

‘many thanks’

Today based in san francisco bay area with five co-worker, while two some other the girl workers remain in London, Ms Exton says the software is definitely on guard against males trying to register.

The organization estimates that 15per cent of men and women attempting to join are males pretending are women.

To avoid this, all users have to examine their particular sex by joining through their myspace or Instagram account, while Her features various other checking mechanisms in place, and authentic people were “fast to report folks that don’t have respect for the community”.

On a more positive notice, Ms Exton states the woman is happy to to hear stories about women that have the ability to “figure away a big part of their particular sexuality” as a result of joining Her.

She recalls enough time whenever a female emerged to the lady after an event she had been talking at.

“She only wished to express gratitude,” states Ms Exton. “She had come across Her. and she could now meet with a small grouping of people comparable to her, who generated their believe OK, and just weren’t going to ask the lady just what she identifies as.”