Rivet Secures $10.5M to Launch Social Matching in US

A new dating app is challenging the traditional swipe-based model by bringing community input into the matchmaking process. Rivet, founded by former Tinder executive Taru Kapoor, has secured $10.5 million in seed funding and is now available across the United States. The app introduces a novel approach called "Social Matching" that leverages the wisdom of crowds to help singles find compatible partners.

Industry Veteran Brings Fresh Perspective to Dating Apps

Taru Kapoor brings extensive experience from her eight years at Tinder and Match Group to her new venture. She joined Tinder in 2015 to build the business in India and eventually expanded her responsibilities across South Asia, Southeast Asia and Turkey. Match Group previously credited her with helping turn Tinder into a major brand in India and growing OkCupid in the country. She left the company in 2023 to pursue her vision for a new kind of dating platform.

The new app has attracted notable backers including Peak XV Partners, Shine Capital and Blume Ventures. Former Tinder and OkCupid CEO Elie Seidman is also an early investor in the company and has advised Kapoor during its development. This high-profile support signals confidence in Rivet's innovative approach to online dating.

Social Matching Revolutionizes the Dating Experience

Rivet is built around what the company calls "Social Matching," a departure from the isolated swiping experience of traditional dating apps. Rather than leaving people to swipe through profiles alone, Rivet asks other people to weigh in on potential couples. Users can join as a Dater looking for a relationship or as a Matcher helping other people find one.

The app first identifies potential pairs based on their preferences, interests and dating intentions, then Rivet's community can decide whether the two people look compatible.

This collaborative approach involves other users, invited friends or Rivet's "Elite Matchers" in the decision-making process. Daters receive introductions backed by those recommendations and can then decide whether they want to see the full profile and connect. The system aims to combine algorithmic matching with human intuition and social proof.

Charlotte Testing Phase Shows Promise

Rivet has already been testing the model in Charlotte, where it launched earlier this year. Kapoor said in June that the app had attracted thousands of users during its initial rollout. The Charlotte market has served as a proving ground for the Social Matching concept before the national expansion.

Rivet has also been experimenting with offline events, including live dating shows where audiences vote on whether two singles have chemistry. These in-person experiences extend the community-driven approach beyond the digital realm. The events create additional engagement opportunities and help build a sense of community among users.

Industry Expert Weighs In

Mark Brooks, a dating industry analyst, offered his perspective on Rivet's approach. He noted that numerous "friends as matchmakers" apps have come and gone but this turns the friends role into something lite and fun. Brooks praised the product design for invoking the wisdom of the crowd rather than placing too much burden on individual matchmakers.

Great product design that turns the friends role into something lite and fun while invoking the wisdom of the crowd.

The lightweight nature of the Matcher role may be key to Rivet's potential success where other friend-based matching apps have failed. By making it easy and entertaining for people to participate in matchmaking, Rivet removes the pressure and awkwardness that can come with traditional friend setups. The gamified approach could help sustain engagement from both Daters and Matchers over time.