Lex (app)
From Wikipedia, the free encyclopedia
| Lex | |
|---|---|
| Other names | Personals |
| Initial release | 2019 |
| Operating system | iOS, Android |
| Available in | English |
| Type | Social discovery |
| License | Proprietary software |
| Website | www |
Lex is a dating and social app launched in 2019 for LGBTQ+ users.[1][2] The service has a text post centered feed, rather than an emphasis on profiles or images. Users post freeform written ads in the style of newspaper classified personal ads or Craigslist personals, to message boards for specific geographical areas to seek dates, connections, and community.[1][3] The app supports many kinds of connection, including dates, hookups, group meetups, networking, and events. Lex also hosts occasional dating and socializing events in physical locations.
Lex originated from an Instagram account which posted personal ads of followers inspired by queer magazines of the past, like The Village Voice and On Our Backs.[2][4] The app describes itself as being more community oriented and less "superficial" than mainstream dating services such as Tinder and Grindr as well as more focus on free expression and description.[5][6][1][7]
The app has raised $7 million in funding, and has been recognized as a top Pride app by app stores.[8] Within the LGBTQ+ community and its userbase, Lex has been criticized for data handling practices, diversity and representation, and a transition away from dating and hookups to a more general social focus.[9]
Lex grew out of a 2017 Instagram account where people, predominantly women, submitted personal ads for publication to the account.[6][10] The Instagram account, @*h_e_r_s_t_o_r_y* later @personals, was founded in 2014 by Kell Rakowski' to celebrate lesbian history by sharing content from 80s and 90s erotica magazine On Our Backs including the personals ads. The interest in the ads led her to create @personals for sharing the self-penned ads of followers, circulating them throughout the month.[6][1] The account would also repost and promote the stories of couples who had met through @personals, which can also be read on the hashtag "MetOnPersonals."[1][7]
The account grew in popularity, sharing 10,000 personal ads in two years.[1][6] Many more personal ads were being submitted than could be circulated or managed by a central account.[6] Kell Rakowski and Jennifer Rhiannon Lewis launched a crowdfunding campaign to create an independent dating app based on the style of classified ads due to the success and demand within the Instagram project. The campaign raised $50,000.[11] Within the first year, the pair also raised $1.5 million in seed funding.[12] They intended to create a space for dating and hookups for the LGBTQ+ community members not served by mainstream dating apps or the dating/hookup apps aimed at gay and bisexual men.[1][13]
The app launched with 10,000 downloads on the first day.[2] Initially, the focus of the app was on dating and cruising through personal ads posted to regional feeds. Users had a limit on the number of ads per month. The app had no images at all, and profile information was very limited as well.[4][11] Over time additional features were added to reflect the way users were engaging - groups were added as were events. Profile pictures and more extensive profile options were also added. The app also went a significant shift in focus from dating to a much greater emphasis on friendship and community, accompanied by new branding.[6] Reactions within the userbase were mixed as the app's identity changed away from the erotica magazine personal ads that had been its source material.[9][14] The shift in focus for the app, accompanied with the rebranding and addition of premium features raised $7 million in funding.[15] In mid-2024, the app added "Team Gay Agenda", a monthly pledge drive for the site and laid off staff.[15] In 2024, Lex was acquired by 9count.[12]