3nder, the dating app for curious millennials looking for threesomes, has decided to rebrand itself as Feeld.
The service came under attack from Match Group, the company behind Tinder, earlier this year for copyright infringement due to alleged naming similarities – a claim the young independent startup profusely refuted.
3nder countered the dating giant’s lawsuit, launching the campaign #TinderSuckMySocks, which attracted thousands of loyal app users showing their disgruntlement for Tinder.
Despite the app achieving explosive growth, support and funding in less than two years, the polyamorous dating app has made it clear that it cannot afford to take any chances and has pre-emptively rebranded to Feeld – ‘Discover the Undiscovered’.
This comes as no surprise, as Dimo Trifonov, founder of Feeld, recently said: “If I’m realistic, they can bankrupt us.”
Match group owns over 45 dating apps including OkCupid, Tinder, PlentyOfFish, and Match.com.
The Feeld team will however continue to fight the lawsuit alongside the rebrand.
With over 1.57m members downloading the iOS app since its launch in 2014, a 65% increase in popularity in the past year alone and a waiting list of over 78,000 people for the Android app that is launching today, the rebrand is only the beginning of the company’s long-term vision.
Trifonov said: “A future rebrand has always been part of my long-term thinking for the company. Early on it was clear 3nder was more than just an app for threesomes. Feeld is a place where people feel free to explore their personal boundaries. With a highly vocal Android waitlist, it makes sense to rebrand the entire company to better express our position.”
Money talks, ladies and gentlemen.