MBTI Dating App So Syncd Raises $1m

Founders Lou and Jess join me to talk about how their MBTI dating app So Syncd raised $1m in venture funding

Joe Arrigo 

Why are people using So Syncd over something else?

 Jess – INFP 

Yeah, I think it’s a really good question. The vast majority of people are unhappy with dating apps. We knew there was a market for this specifically. And we also saw that there was no better way of matching people. In this day and age when technology is so advanced, why are people matching on the basis of photos??

Lou – ESFJ 

Yeah, the existing dating apps are quite superficial is, I guess, yeah. And then, you know, we have had quite a lot of success! So we had over 470 couples find love our app, and I think that that then helps it spread through word of mouth. 

Joe Arrigo

So it’s 470 couples, and then there are two marriages… 

Lou – ESFJ

Yeah, we’ve had two weddings that we know about. There’s probably more that we don’t know about. Yeah, so these are known success stories. 

Joe Arrigo 

Do you find that there are certain Types that tend to be on the app more than others?

Jess – INFP 

Yes. So we have a lot of INFJs and INFPs.

Lou – ESFJ 

It is funny because INFJs are the rarest personality type.

Jess – INFP 

ESTJ is the rarest type on the app actually. There are quite a few ISTJs, though. There are more introverts on the app than extraverts. 

Joe Arrigo 

I feel like there’s already a stereotype that’s been broken with the dynamic that you two have, which is just Jess is the INFP, Lou you’re the ESFJ. So what is that about? How did you break that stereotype? 

Lou – ESFJ 

Jess is the boss. She’s always doing the talking.

Jess – INFP 

I guess like looking at our lives bigger picture is definitely clear that Lou’s the Extravert rather than me. Like Lou has a massive group of very loud girlfriends. And I spend more time by myself or like with smaller groups of friends or one-on-one. So we are more typically kind of introverted/extraverted. In everyday life, you’d be able to tell.

Women laughing with black background | Women laughing, Girls night out,  Business women

Lou – ESFJ 

I always say I’m really happy being back office. Like, Jess is is so good at being front office. Which is funny being the ESFJ, you would think I’d want to be at the forefront. 

Jess – INFP 

Yes, I have a background, I used to work at an investment bank. So you know, kind of financial modeling and dealing with investors and things like that, I’ve got quite a lot of experience.

Joe Arrigo 

My assumption is that people create apps because something happened to them–they had a horrible experience with dating apps– that they are compelled to make this experience better. What was the catalyst? Was there something in either of your lives that made you create So Syncd?

Jess – INFP 

Yeah, so I’d say that point is so true. I dated someone… an INTJ. And he was Australian. And we actually ended up moving to Australia together.

photo of bear plush toy on pavement

But after a year, things didn’t work out. So decided to take a year off to travel. I started looking into Myers Briggs and compatibility. And it was, you know, in lots of different ways, I was reading things, on Reddit, Quora blog posts, talking to people that I met, etc. And then by the end of the year, I saw such strong correlations. So we kind of we started applying to all our friends and family and family, and you could just see this huge correlation. And I was like, yeah, it works. Let’s do it!

Joe Arrigo 

You’ve posted about this recently on LinkedIn; about the rarity of female companies getting venture capital money. It’s amazingly low. Do you want to speak to that?

Jess – INFP 

I was a bit shocked when we started fundraising! So, last year, 2.3% of all venture capital investment went to all female-led businesses. The bottom line is, it really has to change. And I’ve actually taken on a really exciting additional role as the UK lead for Women in Tech. I’m actually planning on doing a panel quite soon, around this topic.  

Jess Alderson (@jesssalderson) | Twitter

Joe Arrigo 

Yeah! It’s like they’re really scrutinizing the money they give to women. That’s why women-led businesses tend to do better per dollar invested. But I just think in terms of idea generation, that should just have its own merits. 

Jess – INFP 

Yeah, I mean, I think a lot of it is unconscious bias. There was an interesting article in Harvard Business Review saying that two-thirds of the questions that men get asked in fundraising meetings are promotion oriented (excitement, hype, wonderful positivity) 

But then two-thirds of the questions asked to women are prevention-oriented? “What if you miss this target? What if another company does this better?  

And it’s very hard to just email an investor and get them to reply, essentially, to get them to invest.

Joe Arrigo 

What you can talk about in terms of how the app is doing thus far? 

Lou – ESFJ 

We’ve had over 60,000 signups and over 470 success stories, including 2 weddings! When we launched in our first month, we had the same amount of signups we expected in the first year! Yeah, that was really good. 

photo of a man and woman newly wedding holding a balloons

The focus is going to be on the product and the marketing. But really, we’re focusing on finishing the app first, and then we’ll be doing a kind of big marketing push, starting with New York.  

Joe Arrigo 

What is the process for signing up? Are you on the App Store and Android?

Lou – ESFJ 

Yep! So on the iOS and Android App Store, you can download the app, and sign up using your email and the usual things. And then you can either take the five-minute personality test, or you can input your personality Type, if you know it already. 


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