While we’re usually all about the photos, we were intrigued when we learned about S’More Date, a dating app launched earlier this year that begins by obscuring profile photos and slowly reveals them after daters have meaningfully connected. We sat down with Adam Cohen Aslatei, Founder of S’More Date, to learn more.
Tell us about yourself
I’m originally from Montreal and have always been interested in the human connection. I remember as a young child watching people converse and being fascinated by people’s facial expressions, mannerism, and body language. I loved getting to know new people, hearing their life experiences and stories, learning what makes them tick, their interests, and views of the world.
My first foray into dating and the world of social discovery happened in graduate school. I was at Harvard and while there was so much going on every day, I wanted to make friends outside my field of study. I couldn’t find other professionals - engineers, doctors, lawyers, etc. - anywhere. So I built a platform to match graduate students outside of their field of study. Then we hosted speed dating events where students got to meet 10-15 people based on your preferences and if there was a match made at the event, their email addresses would automatically exchange! That was in 2008 before dating apps even existed. The experience was hugely rewarding, so I decided to make a career out of it, working for large holding companies like the Meet Group, Spark Network, and Magic Labs/Bumble.
How did you get the idea for S'More Date?
When I left Magic Labs/Bumble Group as the Managing Director of Chappy (Bumble’s gay dating app), I found myself on a beach trying to figure out what was next for me. Never in a million years did I expect to start my own company. I spontaneously struck up a conversation with the woman next to me, a gorgeous millennial black woman. She told me that traditional dating apps ruined her life. She was single, had been on almost every dating app, and found that they were designed to fail. When she explained her horrible experience, it was clear there was a massive opportunity to help her out, and likely millions of other singles. She felt judged on these apps, and she knew she was also passing judgement based on little more than a selfie. If we are all making these instant decisions based on very little information… she said, how is anyone supposed to find a true partner?
She said that dating apps force you to put a version of yourself out there that you know is inauthentic. Women know exactly how to best airbrush a photo, or what to write in a first message and in a bio to make sure a man reaches out. But if you lead with a lie, how could you expect a positive outcome? Both men and women knew the dating app game and how to trick the system, and there was an overemphasis on looks.
That’s when I got the idea for S’More (a.k.a. Something More) Date. We make dating a little less superficial so you actually have a shot at love.
Tell us more about S'More Date and the process of going on a date
S’More recommends profiles based on your personal characteristics and behavior on the app. You interact with multi-media profiles, hear a person's voice, listen to their favorite music etc., and the more you chat with a person, the more their photos un-blur and other visual content about them unlocks. It feels a little similar to the TV show Love is Blind. As you get to know a person, they actually become clearer to you, and that way, you can better determine if there is a match. In a nutshell, we get you into conversations faster, and reduce the incidence of instant judgement based on a headshot. Our profiles are also unstructured and feel more like MySpace pages than dating app profiles.
We typically ask why good photos are important, but in this case, why is it important to NOT see a photo the other person right away?
Good photos are always important. The problem is that many photos on dating apps are inaccurate. The photos are either of a person from 10 years ago, photos that are overly Photoshooped, or even complete fakes. On S’More, 100% of accounts are “selfie-verified” so we know that the person behind the phone is the same person as in the profile photos. Additionally, we have a behavioral score to weed out bad actors and encourage more thoughtful interactions. Basically, when we make behavior a public score, people tend to behave, which is good for a dating app! We want you to use great photos, but we also want people to fall in love with the real you, not a version of you.
Tell us more about this trend of anti-superficial dating
S’More is ushering in a new type of dating app that is based on discovery and focuses on relationships. Most dating apps prior to S’More were versions of the same thing, all based on a photo, and very little substance. Anti-superficial dating is real and it’s here to stay. 65% of online daters want more than a casual encounter, millennials are aging out of casual dating apps (the oldest are turning 40 this year), and Gen-Zers are more inclined than past generations to want a serious relationship sooner. Anti-superficial dating slows down the process and leads to deeper connections. Gone are the days where people swipe for hours with little to show for their efforts. Anti-superficial dating means that you are connecting beyond a headshot, and a new crop of successful apps have proven that people are looking for more of it. MuzMatch lets women initially hide their faces from men. Lex allows love seekers to engage with classified ads before revealing a headshot. Profoundly is a chat bot that facilitates a conversation and decides when to show a picture of one another. The Meet Group just launched their most popular feature, blurred blind dating (S’More championed the feature earlier this year). Anti-superficial dating is mainstream!
Has dating forever changed due to COVID?
Yes! A recent study we concluded in early December showed that:
27% of online daters use dating apps more often now because of COVID
68% of women will date fewer people IRL in a post COVID world (61% of men said the same)
64% of women say that they will go on at least 3 virtual dates (calls or video) before meeting IRL (39% of men said the same)
51% of men and 62% of women ask for COVID status before meeting IRL
59% of singles are looking for something more serious in a post COVID world (64% for women)
33% of women are willing to date a guy outside of their city limits
The data is fascinating for a few reasons - women especially want more serious relationships, but want to know more about a person before meeting. Virtual dating is here to stay, so expect more video dates. Women are also looking for compatibility and are willing to date someone outside of their city limits.
What is the S'More Live Happy Hour?
During COVID, we launched a weekly celebrity dating show on Instagram called “S'More Live Happy Hour” to provide fun dating content during a very challenging time. Weekly, we interview celebs and ask them their craziest dating stories, play hilarious games, and provide useful dating tips. We've shot over 50 episodes with the likes of Olivia Culpo, Martha Hunt, women from Real Housewives, contestants from The Bachelor, WWE stars, sports influencers like Holly Sonders - the show is amazing and hilarious. Definitely worth checking out! The show has also caught the attention of celebrity blogs because our guests can be quite candid. Watch Here
To learn more about S’More:
Website
Instagram: @smoredate
Twitter: @smoredate