Lumen Is ‘Tinder For Seniors’ And It Just Launched | #dating | #elderly | #seniors
Making Badoo, Bumble and Chappy, Andrey Andreev, knows a thing or two about online dating. Lumen is the latest venture in Andreev’s career with cofounders, Antoine Argouges and Charly Lester. Aimed at older people rather than the usual younger end of the age spectrum – over-50’s are Lumen’s the desired clientele.
Despite a busy website market, Argouges sees a massive mobile market for Lumen; “When you look at dating products specific to over 50s, they are all dating websites. 80 million singles over 50 in North America and western Europe, yet [the demographic is] underrepresented by dating sphere.” Argouges should be bullish; he has invested +$4.5 million in the app.
The scene is familiar. Swipeable profiles, big images, bios but with one difference. All members are required to upload a selfie as part of the verification process, and an algorithm authenticates this against the other profile images provided. A nice touch and a tragic sign of the times and issues with online dating.
Dating apps are numerous. Any new app that is trying to scale needs a different type of strategy and Argouges is trying new things; “We are testing a lot of different marketing methods, using a mixture of online and offline, with a focus on offline because we want to meet our user base and build up a dialogue with them. For example, this month we will be attending a range of sporting, musical and cultural events which are matching with our brand vision and demographics.” Time will tell if this bears better fruit than the usual spam your friends and paid-ads strategy that most dating apps prefer to use.
The biggest question, what makes Lumen better than competitors? What does Lumen have that Tinder does not? According to Andreev, it’s about verification and more images. Lumen uses AI and must have a minimum of three images on a profile. Hardly a groundbreaking new twist or unique UI but an interesting progression. The +50 market is unlikely to need as many bells and whistles to hold their attention. When around 40% of all marriages end in divorce in the UK and US, Lumen might not need to do anything but exist and be for an underserved market. Apps have done a lot less and seen success.
Argouges and the team don’t have everything planned and are ready to ask a lot of questions as the app rolls out. Andreev wants to find out; “Do people over 50 want to date over 50 only? Are the over-50s ready for an app only service? Are over-50s as easy to find as millennials online? Will we be able to have an age positive influence on society? These are the questions we will be asking in the coming weeks.”
Lumen is focused on a wealthy demographic and one that requires a special set of services so it will be interesting to see who eventually advertises or partners with the app. Besides advertising, the data that the app will generate will be interesting to several companies on a wide spectrum. Lumen won’t be short of people wanting to partner with it if the app scales as the team plan.
Lumen is available now on iOS and Android in the UK only but will be available internationally soon.
UPDATED: Argouges quotes have been clarified.