TL;DR
- Sitch is a new AI-powered dating app merging human matchmaking expertise with large language models (LLMs).
- The platform eliminates swipe-based interactions, offering curated voice- or text-driven onboarding and AI-generated match suggestions.
- Co-founded by Nandini Mullaji, a third-generation matchmaker and Stanford alum, and Chad DePue, former Snap and Whisper exec.
- Users purchase match “setups” in bundles, instead of relying on ad-supported swiping systems.
- Backed by $5 million in seed funding from M13 and a16z Speedrun; total raised to date: $7 million.
- Currently available in New York, with manual profile vetting and plans to expand nationally.
A Return to Intentional Dating: AI Meets Human Matchmaking
In a dating app market saturated with swipe fatigue and gamified algorithms, Sitch is proposing a more deliberate approach to finding love — by combining AI tools with the intuition of human matchmakers.
Launched by co-founders Nandini Mullaji and Chad DePue, the New York-based startup positions itself as a premium alternative to swipe-based giants like Tinder and Bumble. Unlike most apps that collect surface-level user data through quick onboarding, Sitch uses over 50 personalized questions, designed by Mullaji herself, to create deeper user profiles.
“Matchmaking is a data problem,” Mullaji said in an interview with TechCrunch. “Traditional apps don’t collect enough to determine long-term compatibility.”
Mullaji’s roots in matchmaking trace back to her grandmother, a renowned community matchmaker. Her co-founder DePue brings technical depth, having served as CTO at Whisper and worked at Snap.
How Sitch Works: No Swiping, Just Curated Matches
Sitch’s onboarding begins with a conversational AI assistant, modeled after Mullaji’s matchmaking style. The app collects profile inputs through voice or text, asking questions about lifestyle, values, and relationship goals.
Once profiles are created, Sitch’s LLM-powered backend analyzes 75+ match attributes, looking for complementary and contrasting personality traits. Users are then offered match suggestions curated by the AI — without needing to swipe endlessly.
If both users agree, they are added to a private group chat with the AI, which facilitates initial conversations. After real-life dates, users can submit feedback to refine future recommendations.
Revenue Model: Pay-Per-Setup Instead of Pay-Per-Swipe
Unlike freemium apps that rely on ad exposure and user engagement, Sitch charges users per match setup:
- 3 Setups – $89.99
- 5 Setups – $124.99
- 8 Setups – $159.99
This pay-per-intent model allows Sitch to focus on success rates over time-on-app, a major deviation from the mobile game-style engagement loops seen in legacy platforms.
“Sitch users pay upfront, so the app doesn’t rely on growth hacks,” noted Anna Barber, Partner at M13.
Sitch by the Numbers
| Metric | Details | Source |
| Launch Location | New York City | TechCrunch |
| AI Matching Attributes | Over 75 | Sitch |
| Matchmaking Method | AI-guided, human-informed setups (no swiping) | TechCrunch |
| Funding Raised | $7 million total ($5M seed from M13, a16z Speedrun) | M13 & a16z |
| Founders | Nandini Mullaji (Stanford), Chad DePue (Snap, Whisper) | TechCrunch |
| Per-Match Pricing | $89.99 (3), $124.99 (5), $159.99 (8) | Sitch Pricing |
| AI Feedback Loop | Post-date feedback integrated into model learning | TechCrunch |
Trust-First Approach: Human Review & Privacy Protections
Sitch differentiates itself further with a human-in-the-loop review process for all profiles to maintain safety and reduce bot risks. The startup also emphasizes private onboarding experiences, where feedback remains confidential and is used solely to improve matches.
“Users are surprisingly candid during onboarding and post-date,” DePue said. “They trust that this data stays private.”
This trust-first approach could become Sitch’s key competitive advantage, especially in an environment where other dating apps are facing scrutiny for in-app harassment, data breaches, and spam accounts.
A Market Ready for AI-Driven Evolution
While dating incumbents like Match Group and Bumble have begun introducing AI features — such as profile generation and voice-first discovery — these tools still serve engagement-driven monetization models.
Sitch, on the other hand, is betting on a shift in user preference away from swipe mechanics and toward intentional, AI-enhanced matchmaking. And with slowdown metrics reported by both Bumble and Tinder last year, it might be a good time for disruption.
“With users demanding more signal and less noise, AI matchmaking could bring back quality over quantity,” Barber said.
Sitch’s founders plan to expand to new U.S. cities in 2025 while scaling the AI model with user feedback and ongoing human refinement.
Outlook: Scaling AI for Long-Term Compatibility
As Sitch grows, the team aims to preserve its boutique feel while enhancing its AI personalization engine. Planned features include:
- Location-based expansion
- More granular trait extraction via computer vision and NLP
- Integration with calendar and reminder tools for date planning
- Optional concierge matchmaking tier
For now, the company is keeping operations lean, with a strong emphasis on AI-human synergy, not automation alone.
“This isn’t just a dating app,” Mullaji said. “It’s a new interface for meaningful connection.”
