Michelle Kennedy is no stranger to an algorithm. The former lawyer was integral to Bumble’s success and is a former executive of European social networking site, Badoo. When she had her first child, Kennedy was quick to realise the digital world didn’t cater to mothers as intuitively as it did for 25-year-olds. Getting a date was easy as swiping right but as new mothers grasped new challenges and often isolation, the internet was failing to help them foster meaningful connections with one another.
Peanut is an app serving as Tinder for mothers, and a social platform gaining global traction after Kennedy co-founded the company in early 2017. Greg Orlowski, who is also a parent and co-founder of Deliveroo, founded the company with her. The app helps mothers connect with like-minded mothers in their area, using a similar algorithm and geolocation tool similar to dating apps like Bumble and Tinder. Mothers log on with their Facebook profile, select personal descriptions and – just like peanut butter and jelly – the app connects them to a good match in their area.
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