Smitten
11 known investors
Smitten is a dating app that emphasizes personality-based matching and interactive games to make dating more enjoyable. It serves single users seeking dates who prioritize personality compatibility over superficial criteria, replacing traditional swiping with personality challenges and custom filters.
Also known as Smitten - a fun dating app · Smitten ehf.
Founders & leadership
Investors · 11
Also in the syndicate · 7
Company profile
researched Aug 2026Smitten is a mobile dating application developed by Reykjavik, Iceland-based Smitten ehf. The app is built around personality-first profiles and interactive games rather than photo-based swiping. Users describe the kind of person or "energy" they are looking for in free-text style searches (for example "outdoorsy and adventurous" or specific physical and lifestyle traits) and browse an explore feed of profiles that include highlights, photo galleries, prompts and opinions.
The product's game layer includes Guessary, in which a user answers yes/no questions about another person's personality and interests before deciding whether to like them; Lie Detector, a two-truths-and-a-lie format; and Wavy, a slider-based hot-takes comparison. When two users match, the results of these games are automatically posted into the chat to act as icebreakers. Matches expire after 10 days if neither party sends a message, a mechanic the company presents as a way to reduce ghosting and dead chats. Additional features include custom filters beyond age and interests, profile pausing, and visibility controls.
The app is distributed on iOS and Android and is free to use, with a Smitten Premium tier that adds seeing who likes you, undoing likes, unlimited likes, read receipts and incognito mode.
Founding story
Co-founders David Simonarson (CEO) and Asgeir Visir, who had previously built social consumer apps, share an interest in how people connect and communicate and moved into the online dating space, creating personality-based games and interactive profiles intended to help strangers start conversations. [4]
Business model
Free-to-download consumer mobile app monetised through in-app purchases and a Smitten Premium subscription tier covering features such as seeing who likes you, unlimited likes, undo, read receipts and incognito mode. [1][2]
Freemium: core matching and chatting are free, with optional paid premium features and in-app purchases. [1][2]
Traction
The company website cites more than 3 million users. Google Play lists 100,000+ downloads with a 4.4 rating from about 4,970 reviews, and the iOS listing shows a 4.8 rating from 537 ratings. The Icelandic pilot with 25,000 people indicated 50% match-to-conversation conversion, and the company has reported more than 200 million swipes, a 30% stickiness rate and over 60% of matches leading to post-match interaction. [0][1][2][3][4]
Latest developments
The apps continue to receive frequent releases, with iOS version 3.7.1 and a Google Play listing update dated 2026-08-24; recent updates cover performance improvements, faster app launch, feed and profile loading, and a Liquid Glass tab bar. [1][2]
▸Full profile — market position, technology, go-to-market, geography, history, risks & controversies
Market position
Positions itself against conventional swipe-based dating apps and states an ambition to become a leading online dating player for Generation Z; the company cites more than 60% of matches resulting in post-match interaction versus 11% on other apps including Tinder. [4]
Game-driven, personality-first discovery instead of swiping; automatic conversation starters generated from game results; matches that expire after 10 days without a message; free-text-style search for desired traits and custom filters. [0][1][2][4]
Technology
Consumer mobile apps for iPhone and Android featuring interactive questionnaire and comparison games (Guessary, Lie Detector, Wavy), preference-based interactive date search, profile highlights and live photo moments, expiring matches and automated injection of game results into chat threads. [0][1][2]
Go-to-market
Direct-to-consumer distribution via the Apple App Store and Google Play with free downloads, supported by the company website; user reviews cited on the site come from Sweden, Iceland, Italy, Denmark and Norway. Funding rounds were designated for expansion into other Nordic countries and additional new markets. [0][1][2][3][4]
Single adults seeking dates, with an emphasis on Generation Z and young adults; app store age ratings are 18+ (iOS) and Mature 17+ (Google Play). [1][2][4]
Geography
Headquartered in Reykjavik, Iceland (Katrinartuni 2, 105 Reykjavik). Initial pilot in Iceland followed by Nordic expansion; testimonials reference users in Sweden, Iceland, Denmark, Norway and Italy, and the iOS listing is available in the United States. [0][2][3][4]
History
Nordic9 reports the company as founded in 2018 by CEO David Simonarson and Asgeir Visir; Simonarson has stated the app was launched in 2020. An early pilot ran with 25,000 people in Iceland. In June 2021 the company announced a $2.7M seed round led by byFounders, earmarked for expansion into other Nordic countries, after which Vivino founder Heini Zachariassen (for byFounders) and PROfounders' Joe Bond joined the board. A $10M Series A followed, intended to grow the team and enter new markets. [3][4]
Risks & controversies
User reviews on Google Play allege that matches and messages require payment, which the company disputes in public responses stating that matching and chatting are free; other reviews report account-creation failures and crashes when editing profiles after an update. [1][2]
Compiled by commissioned research from 6 cited public sources — announcements, filings, and press listed under research sources below.
Key figures
latest reportedCompany-reported or press-reported figures, each dated to when it was claimed — not independently audited.
Timeline · 4
launches, deals, and filingsSmitten announced a $10M Series A with investors including Makers Fund, Possible Ventures, Wonder Invest and existing shareholders byFounders, ProFounders, Tennin and board member Heini Zachariassen, to grow the team and expand into new markets.
$10M source ↗
Reykjavik-based Smitten announced a $2.7M seed round led by Denmark's byFounders with participation from PROfounders, Inventures, Brunnur Ventures, Tiny.vc and angel investors, to be used to launch in other Nordic countries.
$2.7M source ↗
In conjunction with the seed round, Vivino founder Heini Zachariassen (representing byFounders) and PROfounders' Joe Bond joined Smitten's board.
Co-founder and CEO David Simonarson stated the founders launched Smitten in 2020 after building social consumer apps.
Dated company events from announcements, filings, and press; legal rows summarize public dockets and regulator releases.
In the news
▸Research sources · 6
primary sources listed
- Smittensmittendating.com · web
6 public sources were cited for this profile; the first-party ones are listed here.
Frequently asked questions
- What does Smitten do?
- Icelandic dating app that replaces swiping with personality games and interactive profiles to start conversations.
- Who founded Smitten?
- Smitten was founded by Asgeir Visir.
- Who are Smitten's investors?
- Smitten's investors include byFounders, Frumtak Ventures, Makers Fund, PROfounders Capital.