Flox: Connecting Friend Groups in NYC | College App
The Challenge of Friendship for Gen Z and the Rise of Flox
The transition to young adulthood often presents difficulties, but for Gen Z college students whose formative years coincided with pandemic lockdowns, building genuine friendships can be particularly challenging. Jamie Lee, a first-generation college student at Columbia University, observed the impact of this isolation on her peers, especially those entering school without prior connections.
Authenticity and the Inspiration Behind Flox
Lee shared with TechCrunch her initial anxieties surrounding online self-presentation. She felt a desire to connect with others in a more genuine manner, believing that existing friendships provided the ideal environment for authentic interaction. This realization sparked the concept for Flox.
In the summer of 2020, Lee initiated a no-code beta test for Flox, envisioning an application designed to facilitate new connections. The app functions similarly to popular platforms like Tinder, Hinge, and Bumble, but with a unique twist: users sign up and connect as groups of friends rather than as individuals.
From Beta Test to Full-Time Pursuit
Initial feedback on Flox was overwhelmingly positive, with users reporting it as the most enjoyable online experience they’d had in a long time. This enthusiastic response convinced Lee to dedicate herself fully to the app’s development.
Consequently, she made the decision to leave Columbia University with only a year of study remaining, committing to the full-scale launch of Flox.
Growth and Funding
By February 2021, Lee, alongside two full-time engineers, had completed an alpha test with approximately 250 users. This led to a private beta launch in New York City, targeting undergraduate students and recent graduates. Currently, the app boasts a waitlist exceeding 20,000 users.
Flox is preparing to onboard New Yorkers from the waitlist in the coming weeks, with plans for expansion to other cities thereafter. The company recently secured $1.2 million in funding, led by Honeycomb Asset Management, with participation from BBG Ventures and Banana Capital.
Overcoming Challenges as a Young Founder
Lee candidly discussed the difficulties she faced while securing funding, acknowledging her background as a 21-year-old, Puerto Rican and Chinese founder who had recently dropped out of Columbia. She recounted instances of preconceived notions influencing investor perceptions, even being advised to emulate other prominent tech leaders.
Marketing and Authenticity on TikTok
Recognizing the importance of authentic marketing, Lee strategically engaged her target audience on TikTok. Promotional videos showcasing the app have gone viral, accumulating around 1.8 million views across three posts.
One TikTok video humorously highlights the social pressures of navigating life alone, questioning why individuals would use dating apps without the support of friends.
Learning from Past Attempts at Group Networking
Flox is not the first to explore group-based social networking. Tinder previously experimented with Tinder Social, a feature allowing users to connect with groups of friends. However, this feature was discontinued after a brief and problematic launch in 2016, due to accidental exposure of users’ Tinder profiles to their contacts.
Lee believes Tinder Social failed because of Tinder’s established identity as a dating platform. The single-profile format blurred the lines between potential friends and potential romantic interests.
Prioritizing Group Identity
“We aim to shift the emphasis away from the individual, as that often leads to dating,” Lee explained. “We want to highlight the group identity, presenting ‘apartment 11’ and its members, rather than focusing on individuals within the group. This is a reversal of the typical approach.” The app also seeks to foster closer bonds among existing friend groups.
Addressing Loneliness and Social Stigma
Lee emphasized the prevalence of loneliness, anxiety, and depression among Gen Z, highlighting the need for accessible friendship opportunities. She also acknowledged the social stigma associated with actively seeking friends, particularly through one-on-one apps.
“Using one-on-one friendship apps can imply a lack of existing friends, which isn’t a desirable position,” Lee stated. “Flox aims to create a more comfortable, safe, and enjoyable environment, removing that stigma.”
Safety and the Power of Group Dynamics
The app’s core premise rests on the idea that individuals feel more secure meeting new people with the support of their friends. The group dynamic also provides an inherent layer of safety.
While Flox is not designed as a dating app, Lee anticipates some users will utilize it for that purpose. However, meeting in groups can help mitigate the risks associated with meeting strangers individually.
Prioritizing User Safety and Positive Experiences
Lee recounted a negative experience on a dating app and the lack of follow-up after reporting an incident, underscoring the importance of user safety. Feedback from early users confirmed their discomfort with one-on-one meetups due to safety concerns.
“We want to provide a more comfortable and secure environment for people to connect,” Lee affirmed.
Controlled Growth and Continued Development
With the recent seed funding, Lee intends to continue developing Flox and gradually expand its user base. However, she is committed to a measured approach, prioritizing a positive and authentic experience for existing users.
