Dating Apps

Ashley Madison's Rebrand Runs on the Privacy Tools Hackers Forced It to Build

Most rebrands cover up a problem. Ashley Madison's new campaign, "Blessed Are the Discreet," does the opposite. It stops pretending the 2015 data breach never happened, and starts quietly selling the privacy features the company had to build after it. That's a more interesting

A Dating App Made Signup Deliberately Annoying. Ten Months In, It Looks Like That Was the Right Call.

Every CRO playbook published in the last decade says the same thing: reduce friction. Remove form fields. Minimize clicks. Make onboarding so effortless that users barely notice they've signed up. Sonder, a London-based dating app launched in June 2025, went the other direction. Their signup process asks users