The Next Chapter in HER’s Story

I started HER (or Dattch as it was called back then) 12 years ago from my living room. I couldn’t code, had never studied business, and had no savings to fall back on. But what I did have was a deep belief and certainty that there had to be a better way for queer women to date. One that actually *meant* something to sapphics.

I spent years trying to convince people of what I already knew to be true: queer women like me were the most underserved audience in dating, and the most eager for real connection (and we’d pack a moving van at a moment’s notice to find it). But we weren’t getting the care, attention, or intention we needed or deserved (I always think back to the main lesbian dating website in the UK that asked me how much body hair I had as I set up my profile). There was a huge gap to fill, and it was clear someone had to solve it.

What started as a single twenty-year-old woman with an idea in her living room, has grown to be a community of over 13 million sapphics across the world. HER has become something I’m deeply proud of, and it still feels so full of potential for everything we can do next. We’ve had an amazing impact in our 10+ years of growing HER, especially across the US.  But our community is global, and we want to keep investing in an experience that truly serves sapphic needs wherever you are in the world. In that spirit, we’re announcing a big step in our journey that will help us reach this goal.

Today, we are really excited to share that HER is officially joining the Match Group family.

Since the day we started HER, our mission has always been the same: to make connections for every sapphic on the planet. Our decision to join Match Group is completely aligned with this mission: to work with the industry’s best to grow HER, improve our app, provide best-in-class Trust & Safety, and keep HER the most sapphic, unapologetic brand and voice in the world.

Trust and safety have always been crucial to our community, and now it’s more important than ever. The rise of AI has completely changed the game, accelerating the speed at which tech and the sophistication of scammers evolve. To maintain a higher level of protection, we need larger teams focused on fraud prevention, with the necessary expertise it takes to stay ahead. This is where Match Group’s support is crucial. They can help make HER safer, more secure, and more fulfilling for everyone using it.

Additionally, we want to show up for this exciting moment in history, where people are exploring sexuality and gender in ways we’ve never seen before. Where every year, more and more people are not seeing themselves as “straight”. Where the straight norms are broken down, bit-by-Pink Pony-Clubbing-bit. Where the Sapphic Renaissance is seeing the word “lesbian” create more pride than shame, and “Dyke” is loudly branded on rings and t-shirts because we DGAF. Our community, our visibility, and our power are stronger than ever, and I want HER to continue to be a loud voice that makes others feel seen and heard when external forces deny our identity and take away our rights.

I totally understand that you may be nervous about a change like this, and there might be a ton of questions on your mind. What if they change our space? Will HER become straight-washed?

You have my word: HER isn’t going anywhere. We’re still going to be the same app. We’re just getting stronger, faster, and even gayer than before.  We’re the same team, with the same vision and sense of community, now with the ability to do even more of what we hoped for.

This isn’t just a milestone for all of us here at HER.  It’s also part of a broader and bolder commitment from Match Group to the LGBTQ+ community. At a time when queer lives are being challenged and politicized, this partnership is more than just app growth. It’s a statement of values.

From OkCupid’s legacy of inclusion to ARCHER’s space for gay men — and now HER — Match Group is doubling down on building platforms that reflect, support, and protect queer connection. For us, this is a chance to lead with pride, grow with integrity and authenticity, and continue building an incredible sapphic community with even more support.

And finally, thank you.

We wouldn’t be here without you. Your support, feedback, and presence on this app have shaped HER into what it is… And what it’s becoming.

We’re thrilled for what’s ahead and can’t wait to show you what we’re building next.

This is just the beginning. 🏳️‍🌈💫

With love,

Robyn & Team HER