Sitch’s Trailblazing Dating App Merges Human Matchmaking and AI Technology
Can AI reshape the dating app industry? A new platform called Sitch aims to explore this by combining human matchmaking expertise with an AI-driven model.
Modern dating apps prioritize quick user setup and a plethora of choices. Users can effortlessly create profiles by uploading photos and answering simple questions. These apps mainly rely on basic information and user swipe activity to recommend potential matches.
In contrast, Sitch adopts a more thoughtful onboarding strategy. It leverages large language models (LLMs) to integrate insights from human matchmakers, helping users find potential partners without the need for swiping.
Co-founded by Nandini Mullaji, inspired by her grandmother’s matchmaking career, Sitch intends to address the shortcomings of established platforms like Match and Bumble. Mullaji notes that many users are still dissatisfied and find it challenging to discover compatible matches.
“Matchmaking is essentially a data problem. My effectiveness in matchmaking comes from having a deeper insight into two individuals than what a standard dating app offers. The data in existing apps is insufficient for assessing long-term compatibility,” Mullaji remarked.
Mullaji, who graduated from Stanford Business School, has been involved in various dating and educational projects, including launching Bumble in India. Co-founder Chad DePue was previously the CTO of the anonymous social platform Whisper and has experience with Snap.
Mullaji emphasized that scaling a human-centered matchmaking service was previously difficult before LLMs became widely accessible. DePue noted that the startup’s goal is to utilize data from profiles and images through LLMs to recommend tailored matches.
Essentially, Sitch has crafted an AI representation of Mullaji that assists users during onboarding by asking nearly 50 questions, which can be answered via text or voice.
After creating a user’s profile, the AI matchmaker provides recommended matches. If both users agree to connect, the bot initiates a group chat with the AI. Users can give feedback about their matches anytime, even after their dates, to improve the AI’s personalization features.
“We are consistently impressed and grateful for the trust users place in us when it comes to the information they share during onboarding and through feedback,” DePue commented. “Users seem more inclined to share candidly, knowing their data will be kept confidential.”
Initially, the startup trained its AI models with over 75 matchmaking criteria provided by Mullaji, using her insights to understand the reasoning behind potential matches. User feedback was then incorporated to refine and scale the models.
To create matches, Sitch examines both the similar and differing characteristics of two profiles.
The platform charges users for each match setup and offers packages of three ($89.99), five ($124.99), and eight ($159.99).
Sitch has raised $5 million in seed funding from M13 and a16z speedrun, totaling $7 million to date. Anna Barber, a partner at M13, expressed excitement about the vision behind a startup that utilizes AI for dating app development.
“The founders’ approach to product development reflects how individuals typically engage with a traditional matchmaker. Generally, one seeks advice from a matchmaker both before and after dates, continuously providing feedback. Our goal is to extend this personalized service to a wider audience that may not have access to traditional matchmaking,” Barber shared with TechCrunch in a call.
“Many dating apps operate like mobile games, aiming to keep users engaged through gamification for profit,” she noted. “In contrast, Sitch’s straightforward payment model removes the need for such growth tactics.”
Currently, Sitch is available in New York, with plans to expand to other cities later this year. The company is dedicated to manually reviewing all profiles to ensure quality and safety.
However, the startup faces competition from larger companies like Tinder, Bumble, and Grindr, which are also integrating AI into various aspects of their platforms.
Sitch believes there is a movement away from swipe-dominated apps, especially given that major platforms like Tinder and Bumble experienced a decline last year. Moreover, the company is hopeful that as users continue to share data and pursue serious relationships, it will carve out a niche in the market.
The app is currently available on the Apple App Store.
