10DAILY – June 10 – Lydia Davis, who created the Toffee dating app for people who were privately educated, admits it was a risky thing to do. After almost a year operating in the UK, Toffee launched in Australia last week, after a three-week pre-launch period. It has been branded 'elitist' and 'snobby'. Davis claims that's not the case. The name 'Toffee' is itself a play on words. 'Toff' is a slang term to describe someone from an privileged background. Davis said Toffee could possibly expand into the business or networking space, but they are waiting to see how the app fares in Australia over the next six months.
Category: Toffee
Toffee, Tinder for Snobs, Launches in Australia
DAILYMAIL.CO.UK – May 16 – Toffee is a dating app aimed at privately educated singles. The app has already launched in the UK, and launches today in Australia. Founder Lydia Davis said the aim of her app is to connect people with 'similar backgrounds'. The app claims 30K active monthly users.
The Rise of Niche Dating Apps in Tinder Era
VOGUE 
– Feb 12 – In an increasingly crowded market, a new generation of niche apps are going a step further by homing in on specific requirements that narrow down the dating pool drastically. "I've found that people from similar backgrounds tend to stick together," says Lydia Davis, founder of Toffee, the world's first dating app for the privately educated. Davis set up Toffee in 2018 with the aim of connecting people on the posher end of the spectrum. In nine months, the app has gained 25K subscribers in the UK and there are plans to expand into new markets including Australia, India and Nigeria. "In the UK, 8% of people are privately educated but in Australia that number is 35%. In India, it's 38%. The Inner Circle, an exclusive dating app launched in Amsterdam in 2012, is now active in 30 cities and has 1.4M members. Users are screened using their Facebook and LinkedIn before being allowed to join, though the required criteria remains a closely guarded secret. Not so with Luxy, a dating app for the super-rich where users are encouraged to verify their income by submitting their tax returns. Location and lifestyle are also important factors for niche dating platforms. In 2006, sisters Lucy Reeves and Emma Royall set up Muddy Matches, a dating site for "country-minded people". In fact, there's a dating app for everyone. Twindog is for dog lovers, Bristlr is for those with facial hair, Gluten Free Singles, JSwipe, Hater, a dating app that determines compatibility based on the things people hate, Donald Daters, etc.
by Radhika Seth
See full article at Vogue
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The New Breed of Elite Dating Apps Designed for Wealthy Singletons
FINANCIAL TIMES – Nov 26 – Elite platforms are unashamedly catering to professionals, the wealthy, the highly educated and celebrities. The most controversial is Luxy, which described itself when it launched in 2014 as "Tinder, minus the poor people". Luxy declined to provide figures on its profits or revenues, but says it has been profitable since its first year of operation and now has ~2M users. New members must first pass a 24-hour approval process. Only 10-15% are accepted and the company claims that half of its active members earn ~$500K. The Inner Circle, which describes itself as an "exclusive community" was launched in 2012 in the Netherlands. It organises social gatherings for its members, such as polo tournaments, gallery openings or cabaret nights. Members are vetted according to profession, age and the quality of the pictures they submit. The company also declines to share the revenue figures, but says it is profitable, employs ~20 staff and has 1.3M approved members globally. The League, launched in the US in 2015, caters to professionals who are screened based on what industry they work in, their university education and how many LinkedIn connections they have. Toffee, a dating app exclusively aimed at the privately educated, launched in the UK this year. Lydia Davis, co-founder of the app, estimates Toffee will make $10M in revenues in 2019 if the app is as successful overseas as it has been initially in the UK.
by Madison Marriage
See full article at Financial Times
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Toffee Is A New Dating App For People Who Went To Private School
BUSINESS INSIDER – Aug 22 -UK dating app Toffee, which caters exclusively to the privately educated, has plans to roll out in other countries over the next 12 months. The app is also launching on Android in September. A Toffee press release stated that it now has 10K monthly active users in the UK.
by Isobel Asher Hamilton
See full article at Business Insider
Toffee: New Dating App For Privately Educated People
MIRROR.CO.UK – Apr 8 – Toffee is not the first app with a degree of exclusivity (there is The League and The Inner Circle), but it's the first that's totally restricted to those who were not educated by the state. The waiting list was launched on March 23, and the app will go live as soon as the app gets enough founder members.