Feeld: A Crusade Against Digital Dating Fatigue
Feeld first came to life in 2014, as ‘3nder’, an app to connect people seeking out threesomes. It has since evolved into Feeld and beyond the simple designation of a ‘dating app’ – instead, it bills itself as a ‘space for the curious’ to better reflect the desires of its demographic: people seeking ‘relationship exploration’ and not mere dating. Abigail Gaskin, director of marketing, notes that while many of the apps centre on dating, there’s a cultural vibe shift at play towards more relationship- and self-exploration which Feeld is facilitating for its members. It’s a deliberate move away from the transactional goals of standard dating apps. It’s not niche – Feeld’s user base has grown a reported 107% between the first three quarters of 2022 and 2023, and gen z was the fastest-growing cohort last year with a 20% increase.
The platform is continuously shaped by the feedback and voices of the community and it’s evolving when and where necessary, like with the addition of the ‘celibate’ sexual identity option – one that was dismissed just last year by a seemingly progressive competitor. Education likewise makes up a large part of Feeld's mission, a way to connect to existing and potential members, says Abigail, and a host of resources are available on the platform to help everyone learn: guides, a glossary, and features.
Interestingly, at a time when people – especially gen z – are experiencing digital dating fatigue, Feeld is addressing it head on by understanding the importance of analogue experiences. In-person socials, that often turn into parties, are part of the strategy as is the last year’s launch of a physical magazine titled ‘AFM’ – an acronym for either ‘A Feeld Magazine’ or ‘A Fucking Magazine’, whichever takes your fancy. About 50% of the contributors are Feeld members themselves and the magazine explores themes like desire, and the changing nature of masculinity. “We wanted to bring back a sense of romance often missing from online dating,” Abigail says of the beautiful print publication.
LBB’s Zhenya Tsenzharyk spoke with Abigail to learn more about the platform’s mission, how it uses data and insights to continue to evolve while catering the community, and why analogue experiences – like a print magazine – are what’s needed in a digitally isolating landscape.
LBB> Feeld started out as ‘3nder’ before developing into what it is today: a space for queer identities, kinks, and non-traditional relationship set-ups and pretty much everything in between. Tell us a little bit about the app’s evolution over the last decade.
Abigail> Feeld has evolved over the past decade into a global community where people explore intimacy, relationships, and self-discovery. While we began as a dating app, Feeld is now a space for the curious to connect in ways that go beyond traditional dating. This evolution really mirrors the broader cultural shift from ‘dating’ to ‘relationship exploration’, and we’ve embraced that by creating a platform for open, honest individuals to form meaningful connections.
Though some of our members may come seeking connections that begin with ‘dating’, many are here to discover more about themselves—emotionally, physically, and intellectually.
LBB> How important is it for Feeld to position itself apart from other apps in terms of its offering and communication? How are you creating that deliberate distance?
Abigail> What sets Feeld apart is its community-driven approach. Since our journey began in 2014, Feeld has been co-created with our members, evolving alongside them as they explore their paths of self-discovery. Unlike apps that focus on transactional goals – whether it’s finding a life partner or a quick hook-up – Feeld is continuously shaped by the voices and feedback of our open-minded community.
We connect with our members at every opportunity – through surveys, CRM, focus groups, IRL socials, and more. These ongoing conversations ensure that Feeld stays aligned with the needs and desires of those who use it. What truly sets us apart is that Feeld isn’t defined by us as marketers – it’s shaped by the people who use it.
LBB> What are the demographics of your users and how does this compare to other dating apps?
Abigail> Feeld’s community is shaped more by mindset rather than age, but we’ve noticed some fascinating trends within our member base. Gen z has become our fastest-growing cohort, with a 20% increase over the past year – incredible at a time when younger generations are increasingly jaded with online spaces and traditional dating apps. Our largest and most engaged group remains members aged 26–35, while boomers on Feeld have seen a striking 520% increase in exploring threeways, and our 50+ is embracing ENM (ethical non-monogamy) at a steadily growing rate. These trends highlight Feeld’s unique ability to resonate across generations, offering a space for open-minded exploration and authentic connection.
LBB> While the number of people who identify as LGBTQI+ is increasing year on year – alongside interest in non-monogamy, polyamory and kink – there’s a lot of education still needed, especially when it comes to many of the acronyms that people populate their profiles with. What role does education play in the way Feeld communicates with existing and potential members?
Abigail> Education is at the core of how Feeld connects with current and potential members. By fostering inclusivity and removing barriers to exploration, we offer over 20 options for sexualities, genders, and desires, empowering Members to define themselves on their own terms. For those unfamiliar with terms like ‘gynosexual’ or ‘demisexual’, our glossary – featuring 85 definitions of desires, sexualities, gender identities, and relationship types – is available on our website, encouraging curiosity and exploration with confidence.
Interestingly, 62% of Feeld members report a personal transformation within their first year, evolving their sexuality, interests, desires, and the connections they seek. This reflects how Feeld facilitates self-discovery through experiences with others, both on and off the platform. Feeld isn’t just a destination; it’s an ally in an evolving journey of learning and connection.
LBB> What trends and insights are driving Feeld’s marketing?
Abigail> Feeld’s marketing is driven by a deep focus on member feedback and insights. We actively gather input through app testing sessions, surveys, focus groups, one-on-one conversations, social media monitoring, online reviews, and post-event feedback from our Feeld socials. This allows us to stay closely aligned with our community’s needs and desires.
Additionally, our data team plays a key role in identifying emerging trends and behaviours. By combining qualitative feedback with data-driven insights, we ensure our marketing reflects the lived experiences of our members and larger cultural shifts.
Feeld’s marketing is deeply rooted in member feedback and insights, this is driven by a team that’s actively engaged in the community itself. Many of our marketing team members are part of the Feeld community, giving us firsthand understanding and authentic perspectives to guide our work.
We work hand in hand with our incredible data team who play a pivotal role in identifying emerging trends and behaviours. By combining qualitative feedback with data-driven insights – and grounded by our own experiences – we ensure our marketing reflects the lived experiences of our members and aligns with larger cultural shifts. This unique, community-centered approach keeps Feeld authentic and deeply connected to our community.
LBB> Feeld recently launched a ‘celibate’ option and the ads responded directly to Bumble’s recent campaign which seemed to have been making fun of celibacy as a valid choice. Why was this the right move for you?
Abigail> Introducing a ‘Celibate’ desire option was an important and meaningful step in validating a choice often overlooked or misunderstood in public discourse. At Feeld, we aim to remind people that dating – and self-discovery – takes many forms, including celibacy, which is becoming an area of exploration for more people. In fact, we’ve observed an average of 20% weekly growth in recent months among those selecting this option.
While cultural conversations around celibacy have recently gained traction, Feeld members had been signaling this desire long before it became an official feature. The success of this launch reflects Feeld’s dedication to listening to our community and supporting all forms of intimacy and self-discovery, no matter where members are in their journey.
LBB> Feeld’s user base has grown a reported 107% between the first three quarters of 2022 and 2023. How are you balancing growth and an influx of newcomers with safeguarding the needs of existing, and often marginalised, communities present on Feeld?
Abigail> Feeld’s growth reflects a rising demand for spaces that allow people to explore their identities and relationships with fluidity by design. To support this influx of newcomers while staying true to the needs of our existing communities, we remain focused on creating a safer, more inclusive environment for exploration.
Feeld meets members wherever they are on their journey – whether they’re beginning to explore their sexuality or deepening their understanding of diverse relationship structures. Our platform is intentionally non-prescriptive; we don’t tell members how to engage. Instead, we provide the tools and the space for them to explore at their own pace. Features like desires, sexualities, and the ability to share authentic bios naturally encourage self-discovery and foster meaningful connections. Feeld isn’t about setting expectations – it’s about empowering individuals to navigate their unique paths.
LBB> Feeld has been digitally publishing a number of guides and features for a while now, ranging from explainers and ‘how to’ pieces to asking big questions about themes like masculinity and desire, and you’ve launched a magazine, AFM. What are the editorial and commercial aims driving this decision?
Abigail> Feeld launched AFM (A Fucking Magazine/A Feeld Magazine) as a purposeful step toward embracing analogue experiences, offering meaningful, tangible interactions in an increasingly digital world. The magazine was born out of the incredible creativity of our members, whose artistic submissions highlighted the importance of creating more in-person opportunities for connection within our community. Impressively, 50% of AFM’s contributors are Feeld members, further strengthening the bond between the platform and those who shape it.
As a dating app founded by creatives, AFM embodies Feeld’s dedication to fostering self-expression and exploration – not just within the app, but in the world at large. The magazine extends the meaningful conversations and connections happening on Feeld, while celebrating the transformative role of sexuality and relationships in shaping global culture.
LBB> The magazine is launching in print at a time when physical media is on the decline. Tell us why Feeld is opting for a physical, tactile medium instead of digital with his launch?
Abigail> Nostalgia is a powerful cultural wave right now, and with AFM, we wanted to bring back a sense of romance often missing from online dating. A tangible object dedicated to sexuality, relationships, and desire creates an opportunity for deeper and more intentional offline conversations.
Print offers a tactile, sensual experience that aligns with Feeld’s mission to foster meaningful connections and unlike digital platforms, print offers a uniquely immersive experience. Turning a page requires undivided attention – free from ads or interruptions – and creates a powerful connection between the creator and the reader. While AFM is special, it’s part of a broader cultural movement recognising the enduring value of print in offering a thoughtful, intentional way to engage with content.
LBB > What are your plans for Feeld over the next 12 months?
Abigail> Feeld is always evolving with and for our members. In the coming year, we’re excited to deepen this commitment by helping people connect and explore in ways that feel authentic to them. This means not only sharing a clearer understanding of Feeld’s unique value with those who may not yet know what we offer but also collaborating across our team to deliver new features and experiences.
Our focus remains on supporting our members as they navigate their ongoing journeys of self-discovery, creating a space where authenticity and connection thrive. Together, we’ll continue to shape a platform that empowers exploration and celebrates individuality.
