VOGUE - Feb 12 - In an increasingly crowded market, a new generation of niche apps are going a step further by homing in on specific requirements that narrow down the dating pool drastically. "I've found that people from similar backgrounds tend to stick together," says Lydia Davis, founder of Toffee, the world's first dating app for the privately educated. Davis set up Toffee in 2018 with the aim of connecting people on the posher end of the spectrum. In nine months, the app has gained 25K subscribers in the UK and there are plans to expand into new markets including Australia, India and Nigeria. "In the UK, 8% of people are privately educated but in Australia that number is 35%. In India, it's 38%. The Inner Circle, an exclusive dating app launched in Amsterdam in 2012, is now active in 30 cities and has 1.4M members. Users are screened using their Facebook and LinkedIn before being allowed to join, though the required criteria remains a closely guarded secret. Not so with Luxy, a dating app for the super-rich where users are encouraged to verify their income by submitting their tax returns. Location and lifestyle are also important factors for niche dating platforms. In 2006, sisters Lucy Reeves and Emma Royall set up Muddy Matches, a dating site for "country-minded people". In fact, there's a dating app for everyone. Twindog is for dog lovers, Bristlr is for those with facial hair, Gluten Free Singles, JSwipe, Hater, a dating app that determines compatibility based on the things people hate, Donald Daters, etc.
by Radhika Seth
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