Jigsaw Dating App Raises $3.7M to Combat Fast Swiping

Jigsaw Dating App Secures £2.7 Million Seed Funding for U.S. Expansion

Jigsaw, a dating application designed to combat superficiality, has successfully raised £2.7 million (equivalent to $3.7 million) in seed funding. These funds will be strategically allocated towards expanding its presence within the United States market.

Investment Details

The funding round was spearheaded by The Relationship Corp., a company specializing in lead generation for online dating platforms. Additional backing was provided by angel investors, with a concentration in the technology sector, originating from both the U.S. and the U.K.

A Unique Approach to Online Dating

Jigsaw distinguishes itself through an innovative, somewhat enigmatic approach to online dating. The app aims to provide a less surface-level experience compared to traditional platforms focused on immediate visual assessment.

The Jigsaw Puzzle Mechanic

The core feature of Jigsaw involves digitally overlaying a jigsaw puzzle onto users’ profile pictures. As individuals interact with each other, pieces of the puzzle are gradually removed, revealing more of the face. Full facial visibility is only granted after a predetermined level of in-app engagement.

The application explicitly prohibits the use of digital filters, prioritizing “real” selfies and discouraging the alteration of appearances. Features like cat ears or other augmented reality effects are not permitted.

Future Development

While the startup has additional features in development, they are currently maintaining a degree of secrecy regarding their public release. However, observing the app’s current functionality suggests a roadmap focused on continuous improvement and expansion of its core puzzle mechanic.

Company Background and Growth

Founded in 2016 by Alex Durrant and Max Adamski while they were university students, Jigsaw emerged from their shared frustration with the superficial nature of existing dating apps. They formally committed to the project in 2018, leaving their previous employment to focus entirely on its development.

The platform initially launched in London in 2019 and subsequently expanded to the U.S. in November of the previous year. Currently, Jigsaw boasts a user base exceeding 150,000 registered individuals across both markets, with 50,000 users located in the United States.

Expansion Plans

With the influx of new capital, the team intends to accelerate growth within the U.S. market. Durrant has stated a goal of reaching 500,000 U.S. users within the next six months, believing there is a growing demand for less superficial dating experiences.

Addressing Superficiality in Dating

Durrant emphasizes that the puzzle feature is intentionally designed to challenge the industry’s focus on appearances. He describes it as a “middle finger to the superficial dating industry,” aiming to encourage more meaningful interactions and prompt users to look beyond initial physical attraction.

How the Puzzle Unveils

The initial puzzle consists of 16 pieces, with one piece removed to provide a partial view of the user’s face. An additional piece is revealed when a user expresses interest (matches with) another user. As users exchange messages, further pieces are removed.

The puzzle is fully revealed after the exchange of seven messages (14 pieces), a number determined through user testing to facilitate a sufficient level of conversation for a meaningful connection.

Competition and Differentiation

Jigsaw is not the only dating app attempting to mitigate superficiality. Several platforms employ “slower reveal” mechanisms to encourage more substantial engagement and reduce “dating app fatigue,” such as INYN.

Apps like Taffy blur photos until users interact, while Veil, a Muslim matchmaking app, utilizes a “digital veil” feature. Willow employs a Q&A format to unlock additional photos. However, Jigsaw’s visually prominent and gamified approach may offer a distinct advantage.

A Unique Visual Twist

The immediate and obvious nature of Jigsaw’s slow-reveal format could potentially enhance its longevity compared to other “love is blind” alternatives.

Investment Strategy and Future Growth

The seed investment is not intended for user acquisition. The Relationship Corp., while offering such services, has provided a straight equity investment in Jigsaw, demonstrating confidence in the app’s organic growth potential.

Steve Happas, CEO of The Relationship Corp. and a former executive at Match, will serve on Jigsaw’s advisory board. Durrant clarified that the company opted for advisory support rather than relying on The Relationship Corp. for user acquisition.