The future of dating apps in New York won’t just be online.
The League — which vets everyone on the app — has launched a series of upscale events in New York, including in the Hamptons and at the US Open, to make in-person events a key piece of the service.
“It’s the beginning of a hybrid model in our largest market,” Lisa Kraynak, Senior Vice President and Head of Marketing at The League, told The Post. “The future is some combination of in-person, online and artificial intelligence.”
While she acknowledged many people are “burned out” on the apps, Kraynak noted “it is still the most efficient way to meet someone … if you can marry that with an in-person experience, that’s the ticket.”
The League markets itself as an exclusive, highly vetted app for smart, career-oriented people — a last stop before turning to a matchmaker who can charge more than $50,000.
Users can pay anywhere from $300 a month for curated matches to $2,5000 a month for a service that offers a personal concierge who helps craft profiles, offers feedback on photos and suggests even more matches.
At its inaugural IRL event last month, The League rented out a portion of Le Bilboquet in the Hamptons, where more than 60 guests, mostly 20-something and 30-somethings, mingled over cocktails and canapés.
Lindsey Metselaar, a dating expert who runs the “We Met At Acme” social media accounts and podcast, was also there to make sure people were connecting, asking icebreakers like, “If you ended up in jail what would your friends and family think you did?”
“The curation is what people are desperate for … the more help you can get with dating, the better,” Metselar told The Post. “Part of the reason people are willing to participate [in IRL events] is they are really craving more time spent with people.”
This week, The League sent three couples who met at the Bilboquet event to the US Open.
And Kraynak said they are still finalizing events in the coming months but will have regular meet-ups that are free for all members. “People are clamoring for it,” she said.
Clement Heckly, a 25-year-old financial analyst who attended the Hamptons event, told The Post he hasn’t been on a dating app in nearly three years because he was overwhelmed — but he went to the event because he still wants to meet people.
“It’s harder to date than any other city… online dating platforms like The League can be useful in NYC because it can break a barrier,” Heckly, who is from France, said. “But you shouldn’t lose the in-person experience.”
Madison Cole, a 29-year old account manager who estimates she has DMed as many as 800 people online, said she is “over the apps.”
“It’s too exhausting,” she told The Post. “I don’t like the small talk or how random it is — it’s a lot of work.”
But she went to The League’s event last month because she believes meeting in-person can be more effective. “You’re more likely to put in effort to mingling,” she adds.
The League’s efforts come as apps like Bumble, Hinge and Tinder also explore new ways to combat the fact that nearly half of their users (46%) say they have had a negative experience on the apps.
Earlier this year, The Post reported on the resurgence of speed-dating among New Yorkers fed up with dating apps.
Meanwhile, the apps are still focused on harnessing new technology like artificial intelligence to help vet potential partners.
Bumble founder Whitney Wolfe Herd has discussed an AI-powered dating assistant that would chat with other dating assistants to find the best matches.
AI dating tools like YourMove and Volar have unveiled tools that help users draft flirty messages and can analyze texts to conclude if someone is just not that into you.
While Kraynak said The League is doing a lot in terms of testing and thinking about how to implement AI, she told The Post it is, ultimately, secondary to having a real connection with someone.
“I think artificial intelligence will be part of the puzzle,” Kraynak said. “AI is great for efficiency but, at the end of the day, it’s about chemistry… you don’t know until you [meet] if sparks fly.”
This story is part of NYNext, a new editorial series that highlights New York City innovation across industries, as well as the personalities leading the way.
Leave a Reply