Case Study: The Inner Circle

The Inner Circle explains how it works to provide safe, trustworthy, fun, and unique dating experiences for its users, to the extent that they become ambassadors for the brand.

In the digital age, over 20% of relationships and 17% of marriages now begin online. With an increasing number of dating apps available, The Inner Circle sets itself apart through its assurance of a safe and trustworthy community of likeminded singles, its exclusive events, and its dedicated and personable team who meet users face-to-face around the world. The app launched in 2012 and is now live in 49 cities across 26 countries, with over one million users total. In 2018, the company won the Deloitte Technology Fast 50 for being the fastest growing technology company in the Netherlands.

As part of its commitment to providing quality dating, The Inner Circle has firm user guidelines in place. These include: ‘Be Real’ in not misleading users, ‘Be True’ in using realistic and recent photos, ‘Be Interactive’ in being genuine and communicative, ‘Be Decent’ in keeping conversations clean, ‘Be Respectful’ in being considerate of others’ feelings, ‘Be Reliable’ in treating dates with importance, ‘Be Inclusive’ in embracing diversity, ‘Be Kind’ in never ghosting (disappearing without explanation), and ‘Be Vigilant’ in reporting unacceptable behaviour.

Michael Krayenhoff, COO and Co-Founder of The Inner Circle, summarises the purpose of the brand: “At the core we are an app that helps people make real and meaningful connections. The Inner Circle is part of so many people’s journeys to help them meet ‘the one’.”

He describes the company’s approach to its relationships with its users: “Apps in themselves can be pretty disposable, so it’s very important as a brand to build a strong connection with your users. To do this, we screen all members to ensure a safe and trustworthy community of singles. We also host events around the world for users to connect in real life; we create special tailored experiences like cocktail masterclasses, or hosting a day party in a park.”

By Elizabeth Akass, Editor, Engage Business Media