A growing number of startups are turning the demand for in-person social connections into a profitable business, using personality surveys and algorithms to match strangers for group activities, The New York Times reports.
Companies including Real Roots, 222 and Timeleft are attracting tens of thousands of users as loneliness and increasingly digital lifestyles create opportunities for businesses that help people build friendships offline. The services typically charge subscription fees or package prices to organize curated experiences, ranging from restaurant dinners and brewery meetups to hikes and cooking classes.
The business model has gained traction among adults in their 20s through 50s, particularly those relocating to new cities or struggling to maintain friendships as their personal circumstances change.
Founded by three former University of California, Irvine, students, 222 has expanded to 21 cities and employs 27 people. The company charges $22 per month for matching services and event curation, with additional costs for activities such as meals and classes. Its revenue tripled last year, and the founders expect it to quadruple this year, reaching the high seven figures.
Real Roots, which organizes activities for groups of women, operates in 120 cities, while Timeleft offers its service in more than 200 cities. The companies differentiate themselves from traditional social and dating apps by removing the need to swipe through profiles or coordinate plans, instead assigning users to groups and predetermined activities.
The industry’s growth reflects a broader market opportunity, with a 2024 Harvard study finding that 67% of adults reported social-emotional loneliness.
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