When they couldn't find one, they decided to start their own. Indeed, im gegenteil, which means "on the contrary" in German, is the polar opposite of smartphone dating apps that tell you who in your immediate vicinity is looking to meet up for a drink… or more. A common complaint from users of conventional dating sites or apps is that the user selects old and unrepresentative photographs and, intentionally or not, writes a totally inaccurate description of themselves.
To avoid these problems, im gegenteil takes a refreshingly different approach: In addition to the photos, each page features a word profile, written by Kralisch-Pehlke, that summarises what the two learned about the interviewee. The end result wouldn't look out of place on the pages of a glossy lifestyle magazine. A contact form at the bottom of the profile allows anyone on the internet to write a message to the profiled person's inbox on the site.
We spend three, maybe four hours doing the interview. We put the profile together and then send it back to the person for approval. It takes a lot of time and I think people can tell. But that low number disguises im gegenteil's popularity: And hundreds of people from around Germany have applied to be profiled.
Then comes the other work associated with our business — press, writing the blog, and partnerships. The year-old, who is working at a music industry startup, hasn't found love yet, but he likes the attention he has received. One of the most discussed stories in that Facebook group was Janina Fischer's.
The year-old project manager and mother of a young daughter had tried various dating sites, but was turned off by the way they would always recommend that she contact "year-old middle managers in the Saarland or much older guys". Karl Nowak, 28, one of im gegenteil's first users: Something like 50 or 60 women wrote to me. The date went so well, she said, that she almost immediately changed her status on the site to "no longer searching".
Fischer said the holistic picture painted of her life — she wasn't just a single mother— was key to attracting the man she is now dating. But maybe that's why it works.
Encouraged by this success, the duo quit their day jobs last winter to work full time on the business. Im gegenteil generates income through product giveaways and endorsements. The founders plan to add advertising and marketing tie-ins so that they can continue to offer free profiles. In order to reach their goal of about 1, profiles, they are contracting writers and photographers from around Europe — and hope to launch English-language versions for London and New York in the coming months.
But will the site lose its personal touch if it grows? The founders say no.