How DOWN App is Shaping the Future of Open Dating

In this interview, we sit down with Colin Hodge, the Founder of DOWN App, a unique dating platform catering to individuals seeking open relationships, polyamory, and threesomes. Colin shares the story behind creating the app, the challenges he faced, and his vision for the future of online dating for niche communities. His insights offer valuable lessons for entrepreneurs looking to make their mark in the tech and dating space.

Inspiration Behind DOWN App

What inspired you to create DOWN App, and how did you identify a gap in the market for a dating app targeting open-minded individuals and polyamorous communities?

I noticed that traditional dating platforms often pressured users into conforming to conventional relationship norms, leaving little room for those who wanted to “find what feels right” for them, including casual encounters or non-traditional relationship dynamics. This led to the creation of DOWN App, designed to provide a space where open-minded users can openly express their desires, whether they’re seeking serious dating, casual hookups, polyamorous relationships, or threesomes. Our platform encourages honesty and transparency, allowing individuals to connect based on shared interests and intentions.

Ensuring User Safety and Privacy

How do you ensure the app remains a safe space for users who are looking for open and honest connections?

User safety is paramount for us. We’ve implemented robust privacy measures, including photo verification and proactive scammer removal, to ensure that our community remains authentic and secure. Our platform requires users to verify their profile through photo verification before creating an account, adding an extra layer of protection. Additionally, we have a dedicated support team monitoring the platform 24/7 and have implemented AI-driven moderation tools to detect and remove fake profiles, suspicious behavior, and inappropriate content more efficiently.

Targeting a Unique Demographic

DOWN App positions itself as a hookup app for a diverse audience, including those seeking polyamory or threesomes. How did you decide on this unique target demographic?

We saw that mainstream dating apps often push a one-size-fits-all approach, prioritizing traditional dating while sidelining those looking for more open and diverse connections. Many users—whether interested in casual encounters, ethical non-monogamy, or exploring threesomes—were left without a space where they could be upfront about their desires without stigma. DOWN was built to change that. By embracing a sex-positive, judgment-free environment, we created a platform where people can explore what they truly want, connect with like-minded individuals, and match on their own terms.

Effective Marketing Strategies

What marketing strategies have proven most effective in attracting users to a platform with such a specific focus?

Our initial growth was fueled by viral marketing and media coverage, which highlighted our unique approach to dating. Within 3.5 months of launching, we reached 1 million users, thanks to widespread media attention and word-of-mouth. More recently, we’ve focused on authentic, sex-positive messaging and introduced features like ‘Highlights’ stickers and ‘Down to Try’ tags, allowing users to showcase their personalities and interests, further engaging our community.

Privacy and Security on DOWN App

What role does user privacy and security play in the development and operations of the app, especially with sensitive personal data being shared?

Privacy and security are integral to our platform. First, we do regular audits to ensure high standards. Unlike many other dating apps, we don’t sell your data – we treat it like we would want to be treated! Our commitment to safety ensures that users can explore their desires within a secure and respectful environment.

Handling Moderation and Respectful Interactions

How do you handle moderation and ensure that all interactions on the platform stay respectful and consensual?

We have established clear community guidelines that promote respectful and consensual interactions. Our dedicated moderation team actively monitors the platform, responding promptly to any reports of inappropriate behavior. By fostering a culture of respect and openness, we ensure that users feel safe expressing their intentions.

Keeping Users Engaged

Can you share any strategies you use to maintain user engagement, particularly given the app’s emphasis on casual connections?

To keep users engaged, we’ve designed features that make connecting more dynamic and personalized. Our ‘Highlights’ stickers and ‘Down to Try’ tags let users showcase their personalities, preferences, and kinks upfront, making matches feel more intentional and exciting. We also have ‘Snap Match,’ which connects users instantly with people worldwide for spontaneous conversations and new experiences. Beyond features, we keep engagement high with regular updates, gamified elements, and an algorithm that prioritizes active users—ensuring that matches are fresh and relevant. This combination of expression, spontaneity, and smart matching helps users stay active and find what they’re looking for.

Measuring Success and Key Metrics

What metrics or KPIs do you track to measure the success of the app? 

We monitor various metrics, starting with the most important: user matches, and continuing with user growth, engagement rates, and revenue. Notably, in 2024, we achieved a 400% increase in revenue compared to the previous year, reflecting our expanding influence and the demand for our services. Aside from these in-app metrics, user satisfaction is just as important to us—we pay close attention to app store ratings, reviews, and direct user feedback to understand what’s working and what needs improvement. By continuously refining the user experience based on real feedback, we ensure that DOWN remains a platform people genuinely enjoy using.

Ensuring Profile Authenticity

How do you maintain the authenticity and transparency of user profiles, ensuring that matches align with their stated intentions (hookups or serious relationships)?

Our platform encourages users to be upfront about their dating intentions, whether they’re seeking casual hookups or serious relationships. Features like profile verification and interest-based tags help users convey their preferences clearly, ensuring that matches are based on mutual understanding and aligned desires.

Clearing Up Misconceptions

What are some common misconceptions about your app that you’d like to clear up for potential users?

Some assume we’re just a “one-night stand” app, but really, we’re about giving people the freedom to find the relationship that feels right to them. Whether it’s a casual fling, open relationships, or something more serious, it’s about choice. And we’re offering our users the chance to explore what works for them.

Balancing Leadership with User-Centric Design

How do you balance being a business leader with ensuring the app meets the emotional and relational needs of your users?

When I founded DOWN, I really tried to focus on building a product that respected users’ intentions. I always keep user experience at the center of decisions – even above revenue, because we’re an independently owned business. We listen to feedback and adapt the app to better serve our community, ensuring that it’s not just functional but also fun and respectful.

Catering to a Global Audience

As the app serves a global user base, how do you handle cultural differences or sensitivities around dating and hookups?

We take a localized approach to ensure that our global user base feels comfortable and understood. Recently, we translated the app into Traditional Chinese to better serve our Taiwanese users, making the experience more seamless and personal. But localization goes beyond just language—we also adjust certain features to better fit cultural norms and user preferences. For example, we might tweak how profiles are displayed, refine our matching algorithm, or adapt the way certain features like ‘Down to Try’ tags are presented based on what resonates with users in different regions. We also pay close attention to user feedback, helping us refine the experience in a way that feels natural and inclusive for everyone, no matter where they are.

Advice for Aspiring Entrepreneurs

As an entrepreneur in the tech and dating space, what advice would you give to someone looking to create a dating or hookup app?

Focus on a specific niche and understand the real needs of that community. Prioritize user experience, trust, and safety, always try to understand your audience deeply, and be ready to adapt and innovate based on user feedback. The dating space is competitive, so differentiation and a clear value proposition are key to standing out.