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The dating app Pure, launched in 2013 and previously struggling with technical and operational issues, has undergone a significant transformation in recent years. New CEO Olga Petrunina was appointed in 2020, which has led to major overhauls of the platform’s technical performance and full redesigns of how the app looks and functions – backed by her personal focus to make women feel more comfortable in the dating world.
Pure’s focus was always on being an open-minded and restriction-free dating platform – relying on semi-anonymous personals ads as a major part of the dating process – but the app struggled to maintain that feeling due to technical issues and other shortcomings. Under Petrunina’s leadership, Pure has achieved a 350% growth in both revenue and user base, expanding its team to 100 employees and establishing a strong presence in key markets such as the U.S., UK, France, and Germany.
A key factor in Pure’s success has been its focus on creating a safe and sex-positive environment that emphasizes being yourself – and “shameless” – in any situation and location, particularly for women. The app developed advanced moderation systems to identify and block bad actors early in the registration process, building user trust and ensuring a secure experience. Privacy protections, such as auto-deleting chats and restricting screenshots, provide even stronger safety and better anonymity.
While Pure has failed to jump a few hurdles in the past, its rapid growth in the last three years hints that all it needed was new leadership to point the platform in a new direction. If Pure keeps up this rate of growth, it could easily become a much more significant player in the online dating space.
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