FORBES - Apr 22 - According to Pew Research, 31% of U.S. adults have used an online dating site or app. Among these users, 18% are currently active on one or more platforms. But close to 50% of Americans view online dating as unsafe. Jigsaw, a U.K.-based dating app company that launched in the U.S. in 2020, worked with the survey research company OnePoll to understand people's frustrations. 7 in 10 users said they find the experience shallow and superficial. Two-thirds of them were sick of being judged only on looks. On Jigsaw, the faces are initially covered with a digital jigsaw puzzle. Swapping messages with matches makes the jigsaw pieces fall away to reveal the face underneath. "We are not saying looks don't matter - just that they're only part of the picture", says Alex Durrant, CEO and co-founder of Jigsaw. "We think the shift from 'hot-or-not' swiping to more personality-focused dating apps will continue.