Thursday, a London-based dating app that once aimed to disrupt the online dating landscape, has announced its closure amid what it describes as “rapidly declining consumer interest”. The app, which launched in 2021, operated uniquely by limiting user activity to a single day each week—Thursdays—in an attempt to counteract dating fatigue and encourage face-to-face meetings.
Despite garnering two million users during its run, Thursday’s co-founders, George Rawlings and Matthew McNeill Love, have decided to pivot away from the app to focus on in-person social experiences. Their new initiative, Thursday Events, will host ticketed gatherings worldwide, aiming to facilitate connections through real-life interactions rather than digital matches.
Additionally, the company plans to expand its offerings in travel and lifestyle, including the launch of a clothing line and the introduction of services in new markets. The move comes as the online dating industry faces challenges that dramatically alter how a large portion of the user base is going to approach online dating apps and websites, including user fatigue and skepticism around AI-driven matchmaking.
Originally backed by £2.5 million in seed funding shortly after its launch, Thursday has been involved in bringing about thousands of dates, over 100 marriages, and even 29 babies. This change in direction or the platform is a major swing, but also one that could work very well if the company behind the platform is willing to take such a big risk – and if the Thursday brand is truly as strong as its owners anticipate.
