The app is also rebuilt with a streamlined back-end infrastructure, allowing for better performance as well as more frequent updates to address user requests.
SNAP Interactive initiated the rebrand because it noticed a number of unengaged users.
While the app attracted a nice user base, rivals like Tinder and the traditional dating sites like Match still cornered the market for attracting new and more active users.
The main changes to the rebranded app were technology enhancements, rather than features or design.
They are also leaving the millenials and hook-up driven users to Tinder, focusing instead on more serious daters.
“The rebranding affirmatively targets an underserved niche in the market, adults 35 years and older,” said Harrington.
However, the experience is specifically designed for mobile users, as opposed to AYI’s online service.
AYI launched in 2007, and has since gained about 30 million users worldwide.