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Peanut App

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Peanut App
Company typePrivate
FounderMichelle Kennedy
HeadquartersLondon, United Kingdom
Key people
Michelle Kennedy, CEO
ProductsInternet friendship app, website
Number of employees
31
Websitehttps://www.peanut-app.io

Peanut is an online community to connect women throughout fertility, pregnancy, motherhood and menopause. Profiles of potential friends are displayed to users who can swipe up to wave and show intent to connect.[1]. Users can also connect via discussion threads, groups and live audio conversations[2]. The app is a product of Peanut App Ltd[3].

Users can sign up using their phone number, Google account, Facebook profile or Apple ID[4]. Upon sign up, users can select their stage of life[5] (trying to conceive, pregnancy, motherhood or menopause) in order to meet women at a similar stage and discover relevant content[6].

Peanut was founded by Michelle Kennedy shortly after she left Bumble[7], a female-first dating app where she sat on the board[8]. Kennedy has described Peanut as the app she wishes she had when she first became a mother[9].

History

During her tenure as Deputy CEO at Badoo, Michelle and Andrey Andreev[10] (founder of Badoo) contacted Whitney Wolfe Herd about creating a dating platform and partnered with her to launch Bumble[11]. She joined the launch team as a board director, closely involved in its growth strategy and working with founder and CEO Whitney Wolfe Herd. After 2 years Michelle left Bumble to start Peanut[12].

Peanut initially launched in 2017 for mothers and pregnant women only[13]. The app uses a swiping mechanism to connect potential friends – a swipe up will give the other women a wave, and a swipe down lets you skip their profile. Peanut focuses on helping users find others with shared interests, this may include things like what languages they speak, or if they work full-time, whether they're an outdoorsy type, and more[14]. It also displays a woman's life stage such as age of the children or stage of pregnancy.

In 2018 Peanut launched a new community discussion feature intended to give women an "alternative to Facebook Groups, Reddit, Quora and other social platforms"[15].

In 2019 Peanut started to serve women who are trying to conceive too[16]. Peanut's TTC community provides access to a dedicated network of women, where members can candidly discuss the topics relating to loss and fertility issues.

In April 2021, Peanut integrated live audio (called “Pods”) into its app, largely in response to the start of the Covid-19 pandemic and the restrictions around in-person socializing[17].

in September 2021 Peanut started to include women who are navigating perimenopause, menopause and postmenopause[18]. Although the app had historically catered for younger women navigating new families, a large number of users had undergone surgical or chemically induced menopause due to medical conditions[19].

Also in 2021, Peanut launched its own investment microfund called Peanut StartHER[20]. The fund focuses on investing in women, as well as other historically excluded founders of all ages, life stages, ethnicities, and sexual orientations. The fund will write checks between $25,000 and $50,000 and the overall fund is $300,000 in size[21].

Operation

The Peanut app is a social network exclusively for women, focusing on topics of pregnancy, motherhood, fertility, and menopause, available on iOS and Android devices. Users must prove their identity, in keeping with the primary function of in-app safety, then they create a profile in order to interact with other users.[22]

The app uses a swiping mechanism to connect potential friends – a swipe up will give the other women a wave, and a swipe down lets users skip their profile. When two users have mutually waved at each other, they’ll be invited to “chat” with each other, as “connections”.[23]

Peanut users can also share posts on the social network, with pictures and polls and the option to post anonymously on the “Discovery” section of the app.[1]

For pregnant users, the “Bump Buddies” feature helps connect them with other Peanut users who have a similar due date, with a view to helping expecting mothers combat loneliness during the Covid-19 pandemic.[24]

Peanut users also have the option to join “Groups” ‒ sub-sections of users focused on specific topics, including (but not limited to) location, life stage, pregnancy due date, and interests or hobbies.[1]

The live voice chat feature (“Pods”), enables Peanut users to socialize without the pressure of photos or video chat. It offers features such as a muted audience of listeners who need to virtually raise their hand to speak, emoji reactions, and hosts who can moderate the conversations and invite people to speak[25].

References

  1. ^ a b c "How To Use The Peanut App For Making Mom Friends". Romper. Retrieved 2022-01-07.
  2. ^ "Peanut app, aka 'Tinder for mums', arrives in NZ to help women make friends". NZ Herald. Retrieved 2022-01-07.
  3. ^ "Peanut App Ltd - Company Profile and News - Bloomberg.com". www.bloomberg.com. Retrieved 2022-01-07.{{cite web}}: CS1 maint: url-status (link)
  4. ^ Martin, Sonia (2022-01-06). "Peanut App - Best Social Media Network App For Moms". Social Singam. Retrieved 2022-01-12.
  5. ^ "Building community with Peanut : App Store Story". AppStore. Retrieved 2022-01-12.
  6. ^ Lizzie, Widdicombe (2021-09-25). "At Last, an App for Menopause". The New Yorker. Retrieved 2022-01-12.
  7. ^ Connley, Courtney (2020-03-11). "This executive raised $9.8 million for a 'mom-friend' app— here's her strategy for getting money, even when male investors say 'no'". CNBC. Retrieved 2022-01-12.
  8. ^ BÉRÉNICE, MAGISTRETTI (2020-07-14). "Meet the App Rethinking Social Networking". Vanity Fair. Retrieved 2022-01-12.
  9. ^ Kercher, Sophia (2017-05-10). "An App for Mothers Who Missed Out on Tinder". The New York Times. ISSN 0362-4331. Retrieved 2022-01-12.
  10. ^ "Michelle Kennedy | HuffPost". www.huffingtonpost.co.uk. Retrieved 2022-01-12.
  11. ^ "How Whitney Wolfe Herd Turned a Vision of a Better Internet Into a Billion-Dollar Brand". Time. Retrieved 2022-01-12.
  12. ^ Schomer, Stephanie. "This Former Dating App CEO Wants to Make Motherhood Less Lonely". Entrepreneur. Retrieved 2022-01-12.
  13. ^ Shead, Sam. "The ex-deputy CEO of Badoo and the cofounder of Deliveroo have launched an app called Peanut to connect lonely mums". Business Insider. Retrieved 2022-01-26.
  14. ^ Murtaugh, Taysha (2017-02-10). "Need More Mom Friends? There's an App for That". Woman's Day. Retrieved 2022-01-26.
  15. ^ ""Tinder for moms" app Peanut launches community feature". TechCrunch. Retrieved 2022-01-26.
  16. ^ "Peanut App Launches TTC Platform to Help Women Find a Safe Community". The Bump. Retrieved 2022-01-26.
  17. ^ "TechCrunch is part of the Yahoo family of brands". consent.yahoo.com. Retrieved 2022-01-26.
  18. ^ Thompson, Rachel (2021-09-01). "Meet the online community for women going through menopause". Mashable. Retrieved 2022-01-26.
  19. ^ "Social network Peanut expands to include more women with launch of Peanut Menopause". TechCrunch. Retrieved 2022-01-12.
  20. ^ Morgan, Blake. "How One Woman Created A Safe Space To Discuss The Good And The Messy Stages Of Motherhood". Forbes. Retrieved 2022-01-26.
  21. ^ Jacqueline, Esther (2021-07-02). "Peanut Launches $300,000 Micro Fund, StartHer, Focused on Investing in Women-Owned Pre-Seed Stage Startups". Urban Woman Magazine. Retrieved 2022-01-26.
  22. ^ Peanut, Team (2022-01-17). "How Does the Peanut App Work? & Other FAQs". Peanut. Retrieved 2022-01-26.
  23. ^ "Peanut is a Tinder-like app for making new mom friends". TechCrunch. Retrieved 2022-01-26.
  24. ^ "The Peanut Bump Buddies App Lets You Find Friends With Similar Due Dates". Celebrity Parents Magazine. 2020-11-28. Retrieved 2022-01-26.
  25. ^ Webster, Sophie (2021-04-27). "Peanut App For Women Launches Live Audio Rooms, Creating Safe Space For Women". Tech Times. Retrieved 2022-01-26.
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