New Dating App Jigsaw Raises $3.7 Million

Dating App Jigsaw Raised Funding

Image: Jigsaw

Dating app Jigsaw has raised $3.7 million in funding after its launch in the U.S., positioning it to be a contender in the industry, according to Tech Crunch. The company is backed by angel investors in the UK and the US.

Jigsaw differentiates itself from other dating apps by slowing down the process for users to accept or reject a match. Sixteen jigsaw puzzle pieces hide a user’s face in their profile photo, with only one small piece revealed as a tease. Over time as a user interacts, the photo emerges as the puzzle pieces disappear, two at a time. After a certain number of interactions, the whole photo is revealed. 

Jigsaw founders Alex Durrant and Max Adamski wanted to create a more authentic experience, rejecting the Tinder model of fast, mindless swiping. At the same time, they wanted to make it interesting for users rather than frustrating, which meant finding the right formula. “Over six messages each is what we believe is the minimum needed for a meaningful conversation,” Durrant told Tech Crunch. “That’s why the jigsaw puzzle currently unveils fully after seven messages are exchanged, revealing the face underneath. This number has been tested and this is the current sweet spot for our users.”

In addition to the slow profile photo reveal, digital filters are banned, adding another layer of authenticity.

The hidden profile photo is not new for a dating app. S’more centers its app experience around a blurred initial photo, and like Jigsaw, the more a user interacts, the clearer the photo becomes. S’more also caters to people looking for a more a more serious and authentic online dating experience.

Jigsaw launched in London in 2019 and made its U.S. debut in November of 2020. To date, the company has more than 150,000 registered users (with 50,000 of them in the  U.S. according to Tech Crunch). With the additional funds, the founders aim to expand in the existing markets. They hope to hit half a million users over the next six months. 

“We’re not insane and think people look better with puzzles over their faces, I promise, the puzzle is our middle finger to the superficial dating industry,” Durrant told Tech Crunch. “It exists as you say to encourage more meaningful/sustained interactions and to help users look beyond the looks.”

The founders are entering the market at a time when the industry is doing better than ever. Match Group earnings came in better than expected and Bumble launched its IPO to several billion in shares above its initial expectations. Part of this wave of success is due to increased engagement on dating apps – as the pandemic has raged on and lockdowns have occurred, more people than ever have turned to dating apps to connect.