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Posted: 25th March 2016

Global Dating Insights

The Dating Site That’s Creating ‘Refreshingly Honest Profiles’


Name: Cosmo Currey 
Position & Company: Founder, HerSmile
Twitter: @Cosmo_Currey


Tell us a little about HerSmile and how it works?

HerSmile is an award nominated dating site dedicated to refreshingly honest profiles and reciprocated interest from someone wanting a genuine relationship. We protect women online and are the first site to use an intention assured payment model, considerably reducing the time taken for both men and women to meet a suitable partner.



How is HerSmile different from other dating sites in the way it matches up its users?

When researching the market we looked at how our competitors matched their users. We found a disarray of introductions where 24% of suggested matches were suitably compatible. The sentiment from our market research was; a red herring of wasted time. It seems technology has yet to find a way to incorporate a human touch in online dating selection.

We needed to find a simple way users could see a synergy in a prospective partner. So we created the Points in Common. Matched to 16 of your Essential questions. This process reduces the time spent on a ‘daily mismatch’ whilst giving users an instant compatibility reference point.



Where did you come up with this idea?

I was in his final year at University in Moscow. On the the train heading home, after a long weekend out of the city, I left the carriage and took the escalator towards the exit. As I travelled up, I caught the eye of a woman travelling down on the opposite side. She smiled and for a brief moment there was a very real connection. Had it not been for the barrier between us who knows what might have happened…? At home later that evening, I started to think about the relevance of the barrier. Though an impassable divide, it had inadvertently created a net of safety between us where neither of our personal space could be entered, without a clear invitation. It was with this idea that the foundations of HerSmile was created. 



What stage is HerSmile at now? When did you launch, what markets are you currently live in? 

HerSmile went live in the UK and The Republic of Ireland on the 8th March. 



What interests you most about the online dating industry? What stage is HerSmile at now? When did you launch, what markets are you currently live in?

Online dating is huge. The industry its worth over 2 billion dollars, growing at 5% each year they expect by 2040 70% of us will have met our partners online. Yet for many users the results are no better than a lottery. Profiles are often misleading and intention can be deceptive. With all the chaos of a cattle market; I absolutely knew there was a better way. So I created HerSmile.



What do you think are the biggest problems for online daters at the moment?

Back in 2011 I started to research the market. Across all demographics I asked people what they didn’t like about online dating. What wasn’t working for them. I found three barriers kept recurring: Safety, information and intention. Finding a solution to these barriers become the blueprint for HerSmile.



How do you aim to make sure your users’ profiles are honest?

Information on online dating is boring – you’re asked to write reams of text trying to sum up your great sense of humor… who cares! If there is a good profile it’s invariably been copied and pasted. It’s both deceptive and uninspiring. Yet, realistic profiling is so crucial for a great introduction.

So, we removed the stress of selling yourself, ensuring you’d never be asked to write your life’s CV. Inspiring to write, authentic to read in a few fun yet thought provoking questions we can create your profile for you. By removing the selling yourself mentality often associated by online dating we can ensure refreshingly honest profiles.



What is your background in? How big is the HerSmile team and how did you come together?

I spent 3 years in Moscow Studying Russian, before moving onto Tokyo to do my post grad in Japanese. Putting aside one third of my income I started fulltime work as a headhunter in Amsterdam. At 26 having lived abroad for 10 years, with a few languages under my belt and some money saved I came home.

HerSmile is the essence of a startup with a current team of 2, myself and marketing specialist Graeme Brooks.



How has your app changed and developed since its launch?

Considerably! The app we have today is a remanence of what we originally had. We must have recoded the site 6 times and streamlined our model at least 4 times.



Which markets are you looking to expand into next? How big is the market potential?

We plan to expand across the English speaking countries, then throughout Europe. Love is not a niche market so the potential is limitless. We all need love in our lives.



How do you plan to grow the app? (advertising, marketing, PR etc)

We’ve seen quite a bit of growth following our success at the UK Online Dating Awards: Best New Dating Site 2015 and Innovation in the Dating Industry 2016. The plan for 2016 is to capitalise on this initial buzz using a combination of social media, gorilla marketing, targeted articles and viral videos. Once we’ve established a recognised brand we’ll then look at targeted advertising and localised PR.



How do you ensure authentic users?

Being a paid site brings its own form of verification as members have to input valid card details. In addition, we created a number of unique features that help users authenticate themselves further.



How is the app monetised? How did you decide on this strategy?

Members on HerSmile can message anyone at any time. To become a member women need a subscription, men need introductions/credits. Men confirm their interest in a woman is genuine and use one credit to establish contact. ‘Her smile’ informs him that the interest is mutual. This allows him to have a dialogue with her. If she doesn’t reply he cannot have a dialogue and the credit is returned for him to use again with someone else.

Women, from a safe and non-pressured position aren’t bombarded with unwanted messages and because he invests in an introduction, she is assured of his genuine interest to connect. Men, who only receive responses from women who reciprocate their interest waste no time and money.

This process removes the negative behaviour patterns that can make online dating a disappointing experience. Men are discouraged from ‘playing the numbers game’, while women are encouraged not to ‘sit on the fence’.



Have you raised any funding for the app?

Though we’ve been fortunate enough to receive investment offers; HerSmile has been entirely self-funded. This route helped us retain 100% of the shares. I felt by using my own money it would help show future investors my commitment and belief in the project.





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Author: Danielle studied Multimedia Journalism at Bournemouth University. She is a junior reporter at Global Dating Insights.