Finding love can be truly magical, but for some, the journey to get there is anything but enchanting. They must endure a string of bad dates. And if they are fortunate, they might eventually discover a soulmate. This quest becomes even more daunting in a world with millions of single people, leaving them unsure of where to begin. This is where Truflutter, a Nigerian dating and matchmaking app dedicated to helping individuals find compatible partners with shared values and backgrounds, comes into play. “There’s someone out there searching for you. We are here to help you find each other and fall in love,” says Dare Olatoye, co-founder and CEO of Trueflutter.
Trueflutter has recorded over two million successful matches across Nigeria. Last year alone, they facilitated more than 27 couples tying the knot through their service. Jumoke Obanla, the brand activation manager at Truflutter, shares, “Right now, we have several people leaving our app and telling us specifically, ‘I found my partner on the app,’ or ‘I just got engaged,’ or ‘We just got married.’”
Since its inception, Trueflutter has maintained a steady month-on-month growth rate of 10 per cent. However, the true impact of the Trueflutter dating app lies in its mission to foster genuine relationships.
Bukola had lost hope of finding true love before her experience with Truflutter. Following an early divorce, she remained single for seven years, navigating only short-lived relationships. “It seemed like that was all there was for me. But I wanted more,” she says in a video on Trueflutter’s social media page. Her connection with Abayomi through the app changed everything. “I found my soulmate,” she exclaims. Bukola and Abayomi married on Valentine’s Day. “I still pinch myself sometimes because it all feels too good to be true,” she adds.
Trueflutter is the brainchild of two brothers, Dare and Ayo Olatoye. Dare had worked in the downstream sector for over 10 years after earning an accounting degree from Covenant University. However, it didn’t take much for him to pursue a different path. “I wasn’t feeling my potential as a person. I wanted to follow my dreams and make an impact,” he says. Dare and Ayo joined forces to create Trueflutter. While their ultimate goal was always a dating app, they initially formed virtual cohorts in various communities, a strategy that Facebook and Tinder are known to have explored. Hundreds of people joined these groups, making it easy for Trueflutter to organize events and attract attendees. Despite the significant marketing effort required, these events paid off, establishing the brand as the host of Nigeria’s foremost speed dating events.
The word speed dating was first used in 2000. However, the earliest documented example of speed dating was by Aryeh and Rena Hirsch of Los Angeles in early 1996, who developed speed dating as a solution to the problem of typical single events where only attractive women and outgoing men have success at the end of the evening. These events are now popular in many countries and cater to various communities and preferences. Speed dating events could be nerve-racking, especially with the way movies have portrayed it over the years. Trueflutter never wanted this to be their case. Their first speed dating event had over 200 people in attendance. There were games, cocktails, food, and prizes to be won. “It was curated in a way that was fun and said no pressure,” Dare says. “Generally, we had an idea for an app, but first had to be sure it would work in the space. By the time we ran the MVP, we had about 15,000 subscribers in a few months and made around $3,000. After seeing the huge demand, we decided to scale with it,” Dare says.
On the True Flutter App, there are three subscription plans – the premier, bloom, and flutter plan- with each one promising an even higher possibility of finding love. For example, the Flutter plan allows you to send voice requests with it, they are displayed above all other requests, giving you more visibility. To use the Truflutter service, users must first consult with a Truflutter representative via Zoom. During the consultation, the matchmaker will learn about the user’s preferences and needs. Once the consultation is complete, the user will be asked to fill out a form that captures their information, including genotype and other preferences. Trueflutter then uses this information to match users with others who share their interests. However, the matchmaking service is optional, and users do not have to pay if they do not want to use it. There are in-house purchases, where the user can purchase other features on the app to have a better experience. For people who value their privacy and don’t want to be recognized online, there is the option of using their private matchmaking services. “The ultimate goal is helping people find relationships that could lead to marriage,” says Dare.
The influence of Trueflutter goes beyond its technological capabilities. Nigeria is home to many cultural traditions, religions, and social strata. These factors play a significant role in shaping personal relationships. However, if there’s one thing these many people and cultures can agree on is that finding a life partner is not just a casual pursuit but a deeply ingrained desire within the community. “For young people in our society, their upbringing has been centered around finding a husband or wife in the most traditional of places, such as among family friends, in churches or mosques, and maybe even at work,” says Jumoke Obanla.
Trueflutter has revolutionized the Nigerian dating market by bridging the gap between cultural traditions and modern aspirations. The app has provided young Nigerians with a safe and reliable platform to connect with like-minded individuals who share their values and aspirations for a lifelong partnership. And more Nigerians are opening up to the idea of dating apps. “I think the pandemic also helped us,” Dare says. “There was a lot of boredom during the pandemic, especially for the single people. By the time the pandemic was over, more people had decided to be proactive in finding a partner.” However, for some people, even after taking this decision, it took the testimonials of others for them to take the “leap of faith”. “It is just like eating food at a restaurant. When you hear good reviews, you want to eat there,” says Dare. Since the pandemic, Trueflutter subscribers have risen to over 308,000.
On the True Flutter App, there are three subscription plans – the premier, bloom, and flutter plan- with each one promising an even higher possibility of finding love. For example, the Flutter plan allows you to send voice requests with it, they are displayed above all other requests, giving you more visibility. To use the service, users must first consult with a Truflutter representative via Zoom. During the consultation, the matchmaker will learn about the user’s preferences and needs. Once the consultation is complete, the user will be asked to fill out a form that captures their information, including genotype and other preferences. Trueflutter then uses this information to match users with others who share their interests. However, the matchmaking service is optional, and users do not have to pay if they do not want to use it. There are in-house purchases, where the user can purchase other features on the app to have a better experience. For people who value their privacy and don’t want to be recognized online, there is the option of using their private matchmaking services. “The ultimate goal is helping people find relationships that could lead to marriage, says Dare.
Despite an impressive growth and adoption rate, running a dating app in Nigeria comes with its unique set of challenges. Apart from overcoming societal misconceptions about online dating, Truflutter grapples with infrastructure-related issues, particularly around internet access and reliability. They have had to continually optimize the app to work well under limited bandwidth conditions in Nigeria so it is accessible to all. They have had to also invest a lot of resources in security infrastructure to ensure the online safety of their users. “Protecting them from potential fraudulent activities while safeguarding their privacy is a core commitment of our service,” says Ayo Olatoye, the co-founder and Chief Marketing Officer of Truflutter. To CEO Dare, the three Ds – discipline, dedication, and diligence- have always been his guiding principles and these have helped them succeed in new markets. “I believe that nothing happens by chance. It takes a lot of commitment. There were a lot of seeds I planted in the past that started germinating in two years,” he says.
Since its launch, Truflutter has attracted several investors including funding from angel networks, Lagos Angel Network (LAN), SSE Angel Network (SSEAN), and SGC7375. Despite slow funding in Africa’s tech sector, last year, they raised $50k to accelerate their growth plans. “Beyond having a great product, investors always want to know the people behind the product. If you can effectively communicate the dedication of your team, the vision for the product, and the possibilities of how big it can be, investors will be willing to bet on you,” says Dare. Due to its large young population, Africa is a blue ocean when it comes to the dating space. Currently, there are not so many home-based dating apps. As Trueflutter continues to grow, its impact on the Nigerian (and African) dating market is expected to be profound. The app not only fulfills the essential need for companionship but also paves the way for a future where cultural and religious values can coexist harmoniously with modern dating practices.
