Sitch Dating App: AI & Human Matchmaking

Can Artificial Intelligence Revolutionize Online Dating?

A novel dating application, Sitch, is investigating the potential of AI to enhance the dating landscape. It uniquely combines the precision of human matchmaking with the power of artificial intelligence.

The Limitations of Current Dating Apps

Contemporary dating applications prioritize rapid user onboarding and an extensive selection of potential partners. Users typically create profiles quickly, often with minimal effort.

These platforms then rely heavily on superficial data and user swipe feedback to suggest matches. This approach can often fall short of delivering truly compatible connections.

Sitch's Approach: Thoughtful Onboarding and LLMs

Sitch distinguishes itself by adopting a more deliberate onboarding process. It leverages Large Language Models (LLMs) to emulate the expertise of a human matchmaker.

This allows the app to identify potential matches without relying solely on the often-superficial practice of swiping.

Inspired by a Family Legacy

The startup was co-founded by Nandini Mullaji, who draws upon her grandmother’s extensive experience as a professional matchmaker. Mullaji observed that despite the dominance of established apps like Match and Bumble, many users remain dissatisfied with their matches.

“Matchmaking fundamentally involves a data challenge,” Mullaji explained. “My success stemmed from possessing significantly more information about individuals than typical dating apps collect. The data available on those platforms is often inadequate for accurately predicting long-term compatibility.”

The Team Behind Sitch

Mullaji, a graduate of Stanford Business School, has a background in both dating and education-related ventures, including involvement in the Indian launch of Bumble.

Her co-founder, Chad DePue, previously served as CTO of the anonymous social network Whisper and later at Snap.

Scaling Human Expertise with AI

Mullaji pointed out that scaling the personalized experience of human matchmaking was historically difficult. However, the recent advancements in LLMs have made this possible.

DePue added that Sitch’s core objective is to extract meaningful insights from user profiles and images using LLMs, ultimately delivering highly personalized match suggestions.

The Onboarding Process

Sitch has effectively created an AI-powered version of Mullaji. This AI guides users through a detailed onboarding process, posing approximately 50 questions that can be answered via text or voice.

Once a user’s profile is complete, the AI matchmaker presents its recommendations. If both users mutually agree to connect, they are added to a group chat with the AI, facilitating ongoing interaction and feedback.

Continuous Improvement Through User Feedback

Users can provide feedback on their matches at any time, even after in-person dates. This continuous feedback loop helps refine the AI’s personalization capabilities.

“We are consistently impressed by the level of trust users demonstrate when sharing information during onboarding and providing subsequent feedback,” DePue noted. “Users appear more willing to share openly, knowing their data won’t be publicly disseminated.”

Training the AI Model

Initially, the startup trained its AI models using over 75 matchmaking parameters defined by Mullaji. This involved understanding the reasoning behind her successful match predictions.

The company then utilized user feedback to further refine and scale its models.

Matching Based on Compatibility

Sitch identifies compatible and contrasting traits between profiles to generate potential matches.

Pricing Structure

The company employs a per-match pricing model, offering packages of three setups ($89.99), five setups ($124.99), and eight setups ($159.99).

Funding and Investment

Sitch has secured $5 million in seed funding from M13 and a16z speedrun, bringing its total funding to $7 million.

Anna Barber, a partner at M13, expressed enthusiasm for the startup’s vision of leveraging AI to create a more effective dating app.

A Personalized Approach to Dating

“The founders’ product development strategy closely mirrors the process of working with a traditional matchmaker. Constant feedback is solicited before and after dates,” Barber explained. “We believe this expands access to a personalized service previously limited to those who could afford dedicated matchmakers.”

“Many dating apps function similarly to mobile games, prioritizing user engagement and attention to maximize revenue,” she added. “Sitch, with its upfront payment model, can focus on delivering value rather than relying on these growth tactics.”

Current Availability and Future Expansion

Currently, Sitch is available exclusively in New York City. However, the company plans to expand its services to additional cities later this year.

To ensure quality and safety, Sitch manually reviews all profiles.

Competition and Market Trends

While Sitch faces competition from established players like Tinder, Bumble, and Grindr, who are also integrating AI into their platforms, the startup believes there is a growing demand for alternatives to swipe-based apps.

The recent slowdown experienced by Tinder and Bumble suggests a potential shift in user preferences.

Confidence in Data-Driven Success

Sitch is confident that its focus on collecting more data and catering to users seeking serious relationships will differentiate it in the market.

The application is currently accessible through Apple’s App Store.