Lex, the dynamic social and dating app tailored for the LGBTQ+ community, has recently been acquired by 9count, a prominent mobile app conglomerate dedicated to social networks.
Initially blossoming as an Instagram page in 2017, Lex drew inspiration from nostalgic lesbian personal ads. The page’s resounding popularity led founder Kell Rakowski to transform it into an app by 2019. Within its first year, Lex secured a $1.5 million seed funding, and saw the arrival of seasoned entrepreneur Jennifer Lewis, who joined as co-founder and CEO.
“Mainstream social platforms really don’t serve this audience,” remarked Lewis. Research by GLAAD indicates that LGBTQ+ individuals face twice the likelihood of online harassment, underlining the importance of dedicated online spaces for queer communities. “At Lex, my passion lies in creating a social platform where users can connect with similar individuals while having a secure space to fully express their identity.”
Despite its niche, Lex’s users expect high standards, considering the historical neglect and mistreatment faced on mainstream platforms. To address the evolving needs of its community, Lex underwent a rebranding last year, shifting its focus from just dating and hookups to broader socialization. This transition stirred mixed reactions; some users were concerned that the essence of Lex might be diluted. As one user noted, “There’s no need to encourage ‘social’ use unless you’re trying to discourse other uses (i.e., sex).”
With its acquisition by 9count, some users might fear further shifts in the platform. However, Lewis assures that the transition will accelerate new feature rollouts and enhance content moderation. “We can release new features at nearly triple the rate we managed before the acquisition,” she stated.
9count operates under the guidance of Alex Hofmann, the former CEO of Musical.ly, the precursor to TikTok. The conglomerate’s flagship app, Wink, focuses on dating and friendship, alongside other niches like Summer, a dating platform. Hofmann’s vision, shaped by his experience with ByteDance, promotes fostering vertical social networks that empower specific communities rather than pursuing a monolithic platform aimed at billions of users.
According to data from Lex, the app boasts over a million downloads, a figure modest compared to mainstream dating giants but significant given its specialized target audience. Users on Lex exchange millions of messages monthly, highlighting the platform’s active and engaged community. While the financial specifics of the acquisition remain undisclosed, both Hofmann and Lewis remain optimistic about their shared future.
This alliance promises an exciting chapter for Lex, with the potential to innovate and broaden its positive impact on the LGBTQ+ community.
