Paired Raises $3.6M for Couples Relationship Care App

Can Technology Strengthen Romantic Bonds?

The question of whether an application can positively influence romantic relationships is being explored by the creators of Paired, a “relationship care” app designed for couples. Since its launch in October, bolstered by an initial investment of $1 million, the app has attracted over 5,000 couples seeking to enhance their connection through personalized quizzes, tracking of “relationship satisfaction,” and expert audio guidance.

Securing Further Investment for Growth

Paired is now actively pursuing substantial expansion, announcing today a $3.6 million seed funding round. This investment is spearheaded by Eka Ventures, with continued support from previous investors including Taavet Hinrikus (Wise), Harold Primat, and the founders of Runtastic.

As a result of this funding, Camilla Dolan from Eka Ventures will be joining the app’s co-founders, Kevin Shanahan and Diego López, on the board of directors. Shanahan and López previously collaborated at the language learning platform, Memrise.

Expansion Plans and User Base Targets

The primary objective of this new funding is to significantly increase Paired’s user base, aiming to grow from its current 5,000+ users to 100,000 within the next 18 months.

A Growing Trend in Audio-Led Wellness

In recent years, there has been a surge in audio-based wellness applications focused on “self-care.” These apps offer assistance with areas such as meditation, anxiety management, and even sexual wellness.

Paired aligns with this trend, uniquely extending the concept of self-care to encompass the dynamic between two individuals in a romantic partnership.

Target Markets and Future Development

The U.K.-based startup intends to concentrate its growth efforts on the U.S., U.K., Canada, and Australia, which currently represent its core markets. According to Shanahan, “We anticipate continued growth from these regions over the next year.”

The company is actively expanding its product development team, recruiting engineers, a product manager, and a data scientist. This expansion will facilitate the delivery of more diverse and personalized relationship-focused content to users.

Personalization and Content Enhancement

“Personalization is a key area of focus,” Shanahan explains. “The app will increasingly adapt to individual relationship dynamics, considering interests, stages of the relationship, and specific areas for discussion.” Furthermore, the startup is broadening its content library, collaborating with new experts to address a wider range of relationship topics and utilizing marketing channels like influencers and partnerships.

Understanding the Current User Profile

Currently, Paired’s typical user is a millennial in their early 30s, in a heterosexual relationship lasting 2-3 years. However, Shanahan notes that approximately 5% of users identify as LGBTQ+.

The app attracts a diverse range of couples, including those together for as little as six months and those celebrating over a decade of partnership.

Usage between men and women is reported to be relatively balanced, although specific gender-based usage statistics are not being disclosed.

Individual and Paired Usage Options

While Paired encourages couples to engage together by sharing responses to relationship questions, the app can also be utilized by individuals seeking solo relationship support. This allows for a personalized experience, fostering open communication between partners.

Although not explicitly designed for open or polyamorous relationships, the app could potentially serve as a tool for discussion among primary partners.

A Complement, Not a Replacement, for Therapy

Shanahan emphasizes that Paired is not intended to replace couples therapy. Instead, it aims to provide an additional layer of support, addressing communication challenges proactively through software-driven prompts and insights.

He draws an analogy: “If couples therapy is like a dentist for your relationship, then we are like a toothbrush.” Paired is not a substitute for professional help, but rather a tool to promote healthy relationship behaviors.

Demonstrated Impact on Relationship Satisfaction

Paired commissioned a study conducted by the Open University and University of Brighton, which reportedly demonstrated a 36% average increase in “relationship satisfaction” among couples who used the app for three months. The subjective nature of measuring relationship satisfaction should be considered.

Long-Term Support and Continuous Growth

Paired aims to provide ongoing support, encouraging continuous “relationship care” rather than reaching a point where users feel they no longer need the app’s guidance.

Shanahan explains, “Just as you wouldn’t stop brushing your teeth when they are healthy, we want Paired to be a tool for maintaining a strong relationship over time.”

Personal Experiences of the Founders

Shanahan confirms that he and his partner have been actively using Paired, stating, “I’ve learned that there’s always more to discover about your partner, and it’s a fun journey. Discussing issues early on is also incredibly helpful.”

Diego López, Paired’s CTO, shares that the app’s daily questions have “helped my partner and I combat lockdown monotony. It’s a great feeling to know that we understand each other and a reminder of the things we have in common.”

Industry Perspectives on Paired’s Potential

Camilla Dolan of Eka Ventures commented, “Despite the importance of relationship health, there hasn’t been an accessible and affordable way to support it – until Paired.” She praised the founders’ vision and the positive impact the app is already having on its early users.

Taavet Hinrikus, co-founder of Wise, added, “Kevin and the Paired team have a vision for improving the relationships of hundreds of millions of couples. The rapid uptake from paid subscribers since their October launch makes me confident that it can become the global, digital platform for relationships.”

Accessibility and Subscription Model

The Paired app is available for free download on both iOS and Google Play, but access to the full range of content and support requires a monthly or yearly subscription.