Feeld

Who owns Feeld?
Feeld is privately owned by co-founders Dimo Trifonov and Ana Kirova, who together own more than 50% of the company. Kirova holds nearly 24% of the shares. The company is not publicly traded and has maintained its independence from major dating app conglomerates.

Who is the CEO of Feeld?
Ana Kirova serves as CEO, a role she assumed in April 2021. She is also a co-founder of the company and holds nearly 24% of its shares.

What is Feeld's revenue?
Feeld reported revenue of GBP 48.9 million ($65.2 million) in 2024, a 26% increase from 2023. Pre-tax profit was GBP 9.3 million, up from GBP 6 million in 2023. These figures are from Companies House filings.

What was Feeld originally called?
Feeld was originally called 3nder (a play on Tinder) when it launched in 2014. The app rebranded to Feeld in 2016 following a trademark dispute with Tinder's parent company Match Group.

Is Feeld owned by Match Group?
No, Feeld is an independent private company and is not owned by Match Group (which owns Tinder, Hinge, OkCupid, and other dating apps).

What is Feeld used for?
Feeld is a dating app designed for open-minded individuals interested in non-traditional relationship structures including polyamory, open relationships, and other forms of ethical non-monogamy. The app supports over 20 gender identity and sexual orientation options.

Feeld was founded in 2014 by Dimo Trifonov and Ana Kirova in London. Trifonov, a Bulgarian-born software developer, created the app after he and Kirova discussed opening up their own relationship. The initial concept focused on connecting couples and individuals interested in exploring non-traditional relationship structures.

The app launched initially as 3nder (a play on Tinder), focusing on connecting people interested in threesomes and open relationships. The name and concept attracted significant media attention and an early user base.

In 2016, Tinder's parent company Match Group sent a cease-and-desist letter to 3nder, alleging trademark infringement due to the similar name. The company rebranded to Feeld in 2016, a name chosen to reflect the broader concept of exploring the "field" of human connection and desire.

The rebranding coincided with a broader expansion of the platform's scope. Rather than focusing narrowly on threesomes, Feeld positioned itself as a platform for all forms of ethical non-monogamy and alternative relationships, including polyamory, open relationships, and other consensual non-monogamous arrangements.

Kirova became CEO in April 2021, bringing a focus on community, safety, and inclusivity. Under her leadership, Feeld expanded its gender identity and sexual orientation options to over 20 categories, allowing users to identify across a wide spectrum. She also led a rebranding exercise and a technology upgrade, though the latter was initially beset with glitches.

In 2024, Kirova acquired nearly 24% of the company's shares, consolidating her position as a major shareholder alongside Trifonov. The company also expanded beyond the app with monthly in-person events and a print magazine called AFM, extending Feeld's brand into physical spaces and media.

Feeld's primary ethical focus is on consent, safety, and inclusivity. The platform supports over 20 sexuality and gender options and has built its brand around progressive values regarding relationship structures. The company operates as a remote-first organization, which reduces its environmental footprint from office infrastructure.

The company has invested in safety features including photo verification and reporting tools. Content moderation for a platform dealing with sensitive topics around sexuality and relationships remains an ongoing operational challenge.

Trademark dispute with Match Group (2016): Feeld's predecessor app, 3nder, faced a cease-and-desist letter from Match Group alleging trademark infringement due to the name's similarity to Tinder. The dispute led to the rebranding to Feeld in 2016.

Technology upgrade issues (2021-2022): The technology upgrade led by Kirova following her appointment as CEO was initially beset with glitches, causing user frustration. The company worked through the technical issues and stabilized the platform.

Content moderation challenges: As a platform focused on sexual and relationship exploration, Feeld faces ongoing challenges related to content moderation and user safety. The influx of "vanilla tourists" has raised concerns about maintaining consent culture and community standards among users unfamiliar with ethical non-monogamy etiquette.