A new dating app, Sonder, has a deliberately annoying sign-up process (and it’s working)

Sonder, a fresh entrant in the dating app market, is shaking things up with a sign-up process that some might call intentionally frustrating. Co-founder Mehedi Hassan, alongside his team, decided to create a platform that breaks away from the mundane and often uninspiring norms of typical dating apps. Frustrated with the repetitive nature of profiles that often feature trivial statements, like a penchant for pineapple on pizza, the founders set out to design an experience that feels more authentic. The team, composed of Hassan, Helen Sun, Lenard Pratt, and Hannah Kin, recognized that dating apps often resemble job applications rather than platforms for genuine connection. With their London-based app, they aim to transform the user experience, allowing profiles to resemble more of a mood board or digital collage rather than a checklist of attributes. Unlike traditional dating apps that focus on quick connections, Sonder promotes community through quirky in-person events, such as 'Speed Drawing' or 'Presentation Night.' This approach aims to alleviate the pressure of dating by providing an environment where users can bond over shared experiences, whether they're looking for romantic or platonic connections. Sun emphasizes the importance of regular events, likening it to running clubs where attendees can meet repeatedly without the stress of making an instant connection. While running clubs have gained popularity as a unique way to socialize, not everyone is a fan of jogging. Hassan admits he dislikes running, and the founders want to cater to diverse interests, recognizing the need for alternatives that resonate with various individuals. Sonder’s innovative strategy stands in stark contrast to established dating apps, which are beginning to experiment with in-person experiences as well. Despite the crowded market, Sonder appeals to users who are eager for something different. Hassan notes that while established brands may have recognition, the novelty of a new platform can be more inviting than familiar names that feel commercialized. The founders are also cautious about the implementation of AI in their app. Although they utilize AI to suggest matches based on user profile analyses, they avoid using AI-generated profiles, maintaining the human touch that they believe is crucial for meaningful connections. Although Sonder is still in its early stages, with no external funding yet and the founders balancing their day jobs, Hassan envisions a future where they can focus on growing the app while staying true to its mission. He reflects on the joy of witnessing genuine interactions at their events, highlighting how rewarding it is to see people connect in real life, away from the pressures of the virtual world.