A new London-based dating and social connection app, Sonder, is challenging industry norms by deliberately making its profile creation process more difficult. Founded by Mehedi Hassan, Helen Sun, Lenard Pratt, and Hannah Kin, the app rejects AI-generated profiles and unstructured, mood-board-style profiles to encourage genuine user effort and combat the monotony and burnout associated with mainstream platforms.
The app, which has attracted around 6,500 users in London without paid marketing, also organises quirky in-person events like "Speed Drawing" and "Performative Male Contest" nights. These events are designed to facilitate both platonic and romantic connections in low-pressure environments, emulating the recurring, social model of run clubs.
Founders' Frustration Fuels New Format
The four founders, all in their mid-twenties, were motivated by their own dissatisfaction with existing apps. "We didn’t learn that people are frustrated through user calls or interviews or any of that," co-founder Mehedi Hassan told TechCrunch. "We learned that through our own experience."
Co-founder Helen Sun criticised the current landscape, stating that while the initial intention of apps was to lower barriers for introverts, it has led to a "loss of authenticity." She added, "It should be special, rather than feel like swiping through job applications on LinkedIn."
Strategic Use of AI and Rejection of Funding
Despite Hassan's background in AI product engineering, Sonder takes a restrained approach to the technology. The app uses an LLM to analyse profile screenshots and suggest matches but refuses to implement AI profile-generation tools. "I think at that point, it loses the human touch of it," Hassan said, acknowledging this friction likely costs them users.
The founders currently work on Sonder part-time alongside their day jobs and have not yet raised any external funding. Hassan expressed a desire to secure investment to work on the app full-time while keeping its operations based in London.
Differentiating from Mainstream Competitors
Sonder enters a market where established players like Tinder are also experimenting with in-person events. However, the founders believe their nascent brand is an advantage, as trying a new, unknown app can feel more inviting than attending an event hosted by a major, potentially stigmatised platform.
The app's hybrid model, which does not pressure users to define connections as strictly romantic or platonic, is a key part of its strategy to reduce the anxiety associated with traditional dating environments.