What Lover.ly does

Lover.ly is an online wedding planning platform founded in 2011 by Kellee Khalil and headquartered in New York, NY. The company operates a free, consumer-facing SaaS-style platform that combines 20+ planning tools — Guest List Manager, Vendor Manager, Budget Tracker, Wedding Checklist, and Vision Boards — with a curated vendor marketplace of 25,000+ vetted wedding professionals across 20+ categories, a content library of 6,237 real-wedding albums, and a shop featuring 4,526 partner-brand products.

The platform's underlying technology includes an AI-powered assistant (aiSLE Assistant™) launched in April 2026 that ingests emails, vendor proposals, receipts, and web clips and auto-organizes them into structured planning dashboards. Distribution is augmented by a Chrome extension for content clipping, a [email protected] email-to-organize integration, and a Wedding Website Builder built on Squarespace infrastructure. Geographic coverage spans the USA, Canada, Mexico, UK, Italy, Spain, Portugal, Greece, and Morocco.

Monetization is two-sided but weighted to B2B. Couples use the platform free of charge; revenue is generated from vendor premium subscriptions ("Plus" tier), affiliate/referral fees from a curated shop featuring partner brands, and vendor directory marketplace commissions. Disclosed cumulative funding totals approximately $7M across pre-seed through 2016 rounds — including a $3.5M round in November 2014 led by Montage Ventures with Comcast Ventures and SoftBank Group, and a $2M round in March 2016 led by Covera Ventures — with a small $51,604 transaction recorded in September 2022.

Name

Lover.ly

Legal name

Loverly Inc.

Website

https://loverly.com

Company type

Private

Founded year

2011

Operating status

Operating

Headcount range

11–50 employees

Short description

Lover.ly is a free online wedding planning platform serving 350,000+ couples and 25,000+ vetted vendors with 20+ planning tools, an AI-powered content organization assistant, vendor subscriptions, and an affiliate-based marketplace.

Ownership category

akta.pro rank

Product category

Wedding Planning Software

akta.pro primary industry

Day-Of / Month-Of Wedding Coordination (HSACABAC)

Keywords

• Wedding planning platform
• Wedding vendor marketplace
• AI wedding assistant
• Wedding inspiration content
• Wedding shop affiliate

Headquarters

HQ city

New York

HQ country

United States

HQ region

North America

Offices1 record

Markets served

GTM type

B2B and B2C

Offering type

Software

Cost components

Personnel, Technology or R&D, Marketing or Sales, Operations, Infrastructure

Revenue model

1. Vendor Premium Subscriptions: Wedding vendors can upgrade to Plus tier for enhanced profile features, visibility, and lead generation tools. The platform targets wedding professionals as B2B customers.
2. Affiliate/Referral from Shop: The wedding shop features curated products from third-party vendors (Jenny Yoo, SuitShop, Blue Nile, etc.) with affiliate links. Revenue generated when users purchase through shop referrals.
3. Vendor Directory Listings: Platform hosts directory of 25K+ vetted wedding vendors. Vendors create profiles to be discovered by couples planning weddings.

Pricing tiers

Go-to-market motion1 record

Distribution channels4 records

Marketing channels9 records

Core offering

Loverly operates a free web-based SaaS wedding planning platform that helps engaged couples organize every aspect of their wedding through a suite of integrated tools — Guest List Manager, Vendor Manager, Budget Tracker, Wedding Checklist, Vision Boards, and Wedding Website Builder — unified by the AI-powered aiSLE Assistant™, which automatically reads, classifies, and files emails, vendor quotes, receipts, and inspiration into the correct planning tool. The platform also runs a curated vendor marketplace (25K+ vetted wedding professionals) and an affiliate wedding shop, monetizing B2B-side through vendor subscriptions and commerce referrals rather than charging consumers.

Product overview

Loverly is a comprehensive free online wedding planning platform offering a suite of interconnected tools centered around its AI-powered aiSLE Assistant™. The core product suite includes Guest List Manager, Vendor Manager, Budget Tracker, Wedding Checklist, Vision Boards, and Wedding Website Builder. The platform also features a curated marketplace (Wedding Shop) with 4,500+ products, a directory of 25,000+ vetted vendors across 20+ categories, and over 6,000 real wedding inspiration albums. Editorial planning advice content covers topics from fashion to budget planning. Additional features include Style Quiz for aesthetic discovery, Video Series with masterclass content, and a Chrome extension for web clipping. The platform positions itself as an all-in-one destination where couples can manage every detail of wedding planning from budgeting and vendor management to guest lists and inspiration organization.

Differentiator

Problem solved

Functional benefit

Brands

• aiSLE Assistant™: AI-powered wedding planning assistant that automatically organizes emails, vendor quotes, receipts, and inspiration into structured dashboard tools.

Products and services

• aiSLE Assistant™ AI-powered digital assistant that automatically organizes wedding planning content by scanning emails, vendor quotes, receipts, and inspiration and filing them into the appropriate planning tools (Vendor Manager, Budget Tracker, Guest List, Vision Boards). Also parses and translates international vendor contracts into English. Free for all registered Loverly users.
• Guest List Manager Tool for building wedding guest lists, organizing guest information, managing events, and tracking RSVPs across multiple wedding events. Free for couples.
• Vendor Manager Tool for searching, adding, and managing vendor information, tracking payments, and organizing vendor communications and contracts in one place. Free for couples.
• Budget Tracker Tool for collecting, managing, and organizing wedding expenses and vendor payments to help couples stay on budget. Free for couples.
• Wedding Checklist Personalized wedding planning checklist and timeline tailored to the couple's wedding date and celebrations, helping track progress on all planning tasks. Free for couples.
• Vision Boards Tool for exploring real weddings, compiling inspiration ideas, and creating bespoke event vision boards to visualize wedding style. Free for couples.
• Wedding Website Builder Custom wedding website builder with custom domain support, customizable design, RSVP collection, and travel information sharing, built on the Squarespace platform. Free for couples.
• Wedding Vendor Directory Directory of over 25,000 vetted wedding vendors across categories including venues, photographers, florists, planners, videographers, caterers, cakes, hair/makeup, officiants, and rentals. Vendors create profiles to be discovered by couples; vendors can upgrade to a Plus tier for enhanced visibility and lead generation.
• Real Weddings Inspiration Gallery Collection of over 6,237 real wedding photo albums organized by style (Classic, Romantic, Whimsical, Modern, Boho, Glamorous, Alternative) and location, providing visual inspiration for engaged couples.
• Wedding Shop Curated marketplace featuring 4,526 wedding products including bridal fashion, menswear, accessories, jewelry, stationery, decor, and beauty products from partner brands such as Jenny Yoo, SuitShop, and Blue Nile. Revenue generated via affiliate/referral links to third-party vendors.
• Wedding Planning Advice (Editorial Content) Editorial content hub with articles and guides covering wedding planning topics including Ideas, Wedding 101, How-To, Fashion, Celebrity, Travel, Beauty, Guest Guide, Budget, and Wedding Planning categories. Drives top-of-funnel SEO traffic.
• Save to Loverly Chrome Extension Chrome browser extension that allows users to clip vendors, products, and inspiration from any website directly into their Loverly account. Available globally on the Chrome Web Store.
• Vendor Plus Subscription Paid monthly subscription tier for wedding vendors that provides enhanced profile features, increased visibility in the Vendor Directory, and lead generation tools. Targeted at the 25K+ vetted wedding professionals on the platform.

Quantifiable outcome

• 350+ hours typically spent on wedding planning with content scattered across multiple platforms
• +1 more outcomes

Named customers2 records

Segments2 records

Ideal customer profiles2 records

Technology focussed Yes

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

AI capability6 records

Feature4 records

Partnerships

One partnership is on record.

• SquarespacecoreTechnology or IntegrationSquarespace provides the website building platform for Loverly's wedding website builder feature. Users can customize their wedding websites using Squarespace's intuitive builder with layouts, fonts, colors, and images. This is a white-label technology partnership where Squarespace's infrastructure powers the wedding website creation tool.

Scale indicators5 records

Recent moves6 records

Expansion highlights5 records

Market position

Competitive moat5 records

Key highlights7 records

Customer concentration

• YouTubeyoutube.com/channel/UCRmxkvBuz7yQ0jVpl1WlaAw
• Facebookfacebook.com/loverly
• Instagraminstagram.com/loverly
• Pinterestpinterest.com/loverly
• TikToktiktok.com/@loverly
• Xx.com/loverly
• LinkedInlinkedin.com/company/lover-ly

Revenue estimate

Valuation estimate

Number of profiles

Profiles1 record

Funding overview

Funding rounds7 records

Investors10 records

Funding detail is available on the Subscription and Enterprise plan.Contact sales →

M&A

Investments

M&A and investment is available on the Subscription and Enterprise plan.Contact sales →

Frequently asked questions about Lover.ly