A London tech start-up is set to launch a social networking app for mothers next month called Peanut.
Created by British food delivery service Deliveroo's co-founder Greg Orlowski and European dating company Badoo's former deputy chief executive Michelle Kennedy, the app is designed to connect moms or soon-to-be moms by location and favourite pastimes.
The user experience will be very similar to that of a dating app, supporting discovery and online messaging. Users log in via Facebook and answer questions to establish a profile – such as how far along their pregnancy they are, the age of their existing children or what they enjoy doing.
The app then matches users with similar interests and life situations, based on where they are and details collected. Machine learning will also be used to personalise the experience and improve discovery of like-minded moms.
With the tagline "Meet as mammas, connect as women", the app will appeal to millennial moms (aged 23 to 36), who have little time for the derogatory idea that motherhood and homemaking defines their identity (see Marketing to Millennial Women for more). The app is initially only available for iOS, and is set to launch in New York and London.