Feeld, an unconventional dating app founded in 2014 by Dimo Trifonov and Ana Kirova, has seen a notable increase in profits, attributed to an influx of users beyond its original target audience of individuals in open relationships and those with kink preferences. The company’s sales rose by 26% to £48.9 million in 2024, according to recent accounts filed at Companies House. This growth marks a deceleration from the previous year when the app nearly doubled its revenues.
Despite experiencing higher marketing costs, Feeld reported a pre-tax profit of £9.3 million, up from £6 million in 2023. This growth has been bolstered by an expansion into markets outside the UK, where the app was first launched. Initially named 3nder, the app changed its branding to Feeld after legal challenges arose from established dating platform Tinder, which objected to its original name.
Feeld caters to users interested in diverse relationship configurations, including group dynamics, fetishes, and a variety of gender identities. As traditional dating apps have seen declining user numbers, Feeld’s appeal has broadened, successfully attracting more conventional users, often referred to as “vanilla” in the kink community. Kirova noted the challenges of integrating these new users while maintaining the app’s foundational ethos, emphasizing the need to educate newcomers about topics like ethical non-monogamy.
The app’s rising popularity among monogamous users has led to significant revenue growth. Recent accounts reveal that Feeld paid a £600,000 dividend, primarily benefiting Kirova and Trifonov, who collectively hold over 50% of the company’s shares. Kirova, who became CEO in 2021, has overseen a rebranding and technological upgrades to enhance user experience. This follows historical concerns about security vulnerabilities that exposed sensitive user data.
Source: https://www.theguardian.com/business/2025/oct/06/dating-app-feelds-profits-users-sales