DOWN

Casual Dating Appdownapp.com

DOWN is a San Francisco-based mobile dating app developer operating the DOWN Dating App, a swipe-based casual dating platform with 17M+ users and a top-10 US market position. The company monetizes via freemium VIP subscriptions distributed through iOS and Android app stores.

Company typePrivate
Founded2013
HeadquartersSan Francisco, United States
Headcount11–50
GTM typeB2C
OfferingSoftware

What DOWN does

DOWN is a San Francisco-based mobile dating app developer founded in 2013 (originally as Bang with Friends and rebranded to DOWN later that year). The company operates the DOWN Dating App, a swipe-based platform differentiated by a dual-swipe mechanism — users swipe UP for a more serious date and DOWN for something casual — combined with intention-signaling features such as DTX ("Down To...") tags, Highlights stickers, Picks Filters, Icebreakers, and Photo Challenges. The app is distributed exclusively through the Apple App Store and Google Play Store with no web or desktop presence.

DOWN operates a product-led growth (PLG) business model under a freemium pricing structure. Core swiping, matching, and chat are free, while a VIP premium tier monetizes through in-app purchases unlocking Flirt Messages (message before matching), Visitor Insights, and multi-location search. The company has built a supporting content ecosystem — the "Date If You Dare" podcast (reaching 1M listeners in 2022) and the DOWN Dating Blog — to drive top-of-funnel organic acquisition alongside app store optimization and social media.

The company is privately held, led by founder and President Colin Hodge with Nadav Mills as CEO, and operates with a lean team of 11-50 employees. DOWN reports 17M+ users, 13M+ downloads, a 4.5-star App Store rating from 1M reviews, and positions as a top-10 dating app in the US. The company raised $1M in 2013 from Boost VC and Great Oaks Venture Capital and an undisclosed SOSV-led round in 2016, reaching $1M in annual in-app purchase revenue by 2017. No further funding or revenue data is disclosed in available sources.

DOWN firmographics

Firmographics

Name: DOWN
Legal name: Down
Website: https://downapp.com
Company type: Private
Founded year: 2013
Operating status: Operating
Headcount range: 11–50 employees
Short description: DOWN is a San Francisco-based mobile dating app developer operating the DOWN Dating App, a swipe-based casual dating platform with 17M+ users and a top-10 US market position. The company monetizes via freemium VIP subscriptions distributed through iOS and Android app stores.
Ownership category
akta.pro rank

Where DOWN is headquartered

Location

Headquarters

HQ city: San Francisco
HQ country: United States
HQ region: North America

Markets served

DOWN business model

Business model

GTM type: B2C
Offering type: Software
Cost components: Technology or R&D, Marketing or Sales, Personnel, Operations, Infrastructure

Revenue model

In-app purchases / VIP subscription: DOWN generates revenue through freemium model with free basic features and paid VIP premium tier offering enhanced features like Flirt Messages, Visitor Insights, and multiple location searches. The app was noted to have reached $1 million in annual revenue from in-app purchases in 2017.

Pricing tiers

Model	Billing	Price
Freemium	Monthly	Free tier with basic swiping and matching features

Go-to-market motion1 record

Distribution channels3 records

Marketing channels4 records

DOWN product offering

Product offering

Core offering

DOWN operates a mobile casual dating application for adults that lets users find nearby matches for casual dates, hookups, or friendships via a swipe-up/swipe-down interface. The core service is free to use, with paid VIP subscriptions and premium feature packs (e.g., Boosts, extras) that unlock additional visibility, filters, and engagement tools. A companion app, Sweet Dating, serves users seeking more serious romantic connections.

Product overview

DOWN is a mobile-first casual dating platform consisting of the main DOWN App (iOS/Android), the DOWN Dating Blog for content marketing, and the Date If You Dare Podcast. The core app differentiates through its unique swipe-based intention system (up for dates, down for casual) and features like Highlights stickers, DTX interest tags, Picks Filters, Icebreakers, and Photo Challenges. The company, founded as 'Bang with Friends' and rebranded in late 2013, has grown organically to millions of users.

Differentiator

Problem solved

Functional benefit

Products and services

DOWN App Mobile casual dating application for adults that lets users find nearby matches for casual dates, hookups, or friendships via a swipe-up/swipe-down interface. Free to use with optional paid VIP subscription and in-app purchases for visibility boosts and extras.
Sweet Dating Companion mobile dating application from the same developer, targeted at adults seeking more serious romantic connections rather than purely casual encounters.
Date If You Dare Podcast Branded podcast by the DOWN Dating App, co-hosted by founder Colin Hodge with guests, covering dating, relationships, and related topics.

Quantifiable outcome

Top 10 dating app in US
+2 more outcomes

Companies that use DOWN

Customer profile

Named customers1 record

Segments2 records

Ideal customer profiles2 records

DOWN technology and API

Technology

Technology focussed Yes

API detail

Has API: No
API docs
API detail

Core technology

AI maturity

App detail

Feature6 records

DOWN partnerships and signals

Strategic signal

Scale indicators8 records

Recent moves7 records

Expansion highlights5 records

DOWN competitors and assessment

Company assessment

Direct peers

Adult FriendFinder: Adult FriendFinder is a long-standing platform targeting adults seeking casual connections and hookups. It overlaps with DOWN on target use case (casual adult dating) and freemium subscription monetization, though it operates primarily web-based versus DOWN's mobile-only model.
Feeld: Feeld is a mobile dating app for open-minded individuals and couples exploring non-traditional relationships including group play. It directly overlaps with DOWN's group-play exploration features and serves a similar niche audience seeking clear intention-matching.
Pure (formerly Pure App): Pure is a mobile dating app focused on casual encounters with an ephemeral/self-destructing chat model. It directly competes with DOWN's casual/hookup positioning using similar mobile-first mechanics and anonymous intent matching.
Grindr: Grindr is a location-based mobile dating/social app serving a niche community with both casual and serious use cases. It shares DOWN's freemium model, mobile-only distribution, and clear intention-signaling features within a defined demographic.

Broad incumbents

Bumble: Bumble is a publicly-traded dating and social networking platform with a swipe-based mobile app and freemium model. While Bumble positions around women-first messaging, it overlaps with DOWN on core mechanics, target demographic, and premium subscription upsell.
Hinge: Hinge (owned by Match Group) is a mobile dating app focused on users seeking meaningful relationships. While DOWN spans both casual and serious dating, Hinge overlaps on freemium mechanics, target user base, and app-store distribution strategy.
OKCupid: OKCupid (owned by Match Group) is a dating platform that explicitly accommodates users across the relationship spectrum including casual. It overlaps with DOWN's dual-intent positioning and freemium model, though it operates at significantly larger scale.
Tinder: Tinder (owned by Match Group) is the dominant global dating app and overlaps with DOWN in the casual/hookup segment. Both rely on swipe-based mobile interfaces and freemium monetization, making Tinder the closest category benchmark despite its much larger scale.

Emerging players

Coffee Meets Bagel: Coffee Meets Bagel is a mobile dating app offering curated matches with freemium premium tiers. It shares DOWN's mobile-first, app-store-distributed approach and serves a comparable adult dating demographic with a focus on quality over volume.
Snack (Video Dating App): Snack is a video-first mobile dating app targeting Gen Z with a freemium model. While it focuses on video profiles rather than swipe mechanics, it competes for the same young adult casual-dating audience and operates on similar mobile-native, app-store-led distribution.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat5 records

Key highlights6 records

Customer concentration

DOWN financial estimates

Financial estimate

Revenue estimate

Valuation estimate

DOWN leadership team

Management profile

Number of profiles

Profiles2 records

DOWN funding detail

Funding detail

Funding overview

Funding rounds2 records

Investors3 records

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

DOWN M&A and investment

M&A and investment

M&A

Investments

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

Frequently asked questions about DOWN

What does DOWN do?

Is DOWN a public or private company?

DOWN is a private company. It is classified as venture growth investor backed and is currently operating.

When was DOWN founded?

DOWN was founded in 2013. It employs 11 to 50 people.

Where is DOWN based?

DOWN is headquartered in San Francisco, United States, in the North America region.

How does DOWN make money?

One revenue line is on record: in-app purchases / VIP subscription.

Who are DOWN's main competitors?

Direct peers on record are Adult FriendFinder, Feeld, Pure (formerly Pure App) and Grindr. Broad incumbents are Bumble, Hinge, OKCupid and Tinder. Emerging players are Coffee Meets Bagel and Snack (Video Dating App).

Does DOWN have an API?

No public API is recorded for DOWN.