NOW: Listen to my audio show called Rich on Tech. The offered features allow users for top quality conversations with other users. Lumen will connect seniors that are willing to find a match. Additionally, there are restrictions on how many people you can message and how so you don’t just blast everyone you come across. The working platform is literally one app-only dating service offers up people who are over half a century of age. This selfie is then scanned and compared against the other photos you upload to help make sure you are who you say you are. Lester explained how users must snap a selfie when they initially set up a profile. We talked Charly Lester, co-founder of the dating app Lumen, about some of the ways the app is protecting its users with artificial intelligence. Problem is, there are lots of scam artists who target this older demographic. Our Lumen review team was surprised by the efficiency of the matchmaking system the platform uses. It has positive results over on the general percentage of success. See how one dating app is fighting back.ĭating app Lumen is exclusively reserved for people over 50 years old. All in all, the dating sites male-to-female users gender ratio is balanced, and with more singles enrolling for the dating service, chances of matchmaking are very high. Please look at the time stamp on the story to see when it was last updated.ĭating app users over 50 are prime targets for scam artists. This is an archived article and the information in the article may be outdated. If I can get to a point where Lumen is recognised as a brand fighting ageism, it’s a big win,” she added.įollow CMO on Twitter:, take part in the CMO conversation on LinkedIn: CMO ANZ , follow our regular updates via CMO Australia's Linkedin company page, or join us on Facebook. “We want to be synonymous with anti-ageism. Whatever the tactics in play, Lester’s ambition is to ensure Lumen challenges the outdated stereotypes of being over 50. These could be anonymised and turned into fun and light-hearted ‘did you know’ insights, Lester said. For example, Lumen members have the ability to choose badges such as whether they are vegan, or drink alcohol. With this age group, there is no rulebook to advertising to them and we’ve had to rethink our playbook,” she said.īeing an app-based offering, Lumen is able to see granular spikes in activity and subscriptions, giving it a means to better understand the impact of marketing campaigns, Lester said.Īnother benefit of running a member-based app is the access to a wealth of data that can also supplement storytelling. “We have to test a lot and be very strategic. Read more How Koala used Segment to build out its customer data infrastructure The reality today is 50 is not old, but the new 50 is not being reflected in the advertising or culture of today.
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“You see very few over 50s characters on TV or in film. Eighty per cent of Australians over 50 hate the advertising that targets them, and one-quarter feel underrepresented. “We have done a lot of research, and I talk to a hundred or more members per day, and we know this group don’t feel represented. “This is a campaign against ageism – it’s the ‘ism’ we don’t think is spoken enough about,” she told CMO during a visit to Sydney this week. Phishing attack Nowadays, you never know where a phishing attack will come from. You may also have visited a dating site and entered your email address when signing up and got tricked into accepting emails. While the latest TVC is more thoughtful and slick than humorous, Lester said the common thread is the desire to combat ageism and highlight the new normal of being over 50. Dating sites could be using affiliated sites to get your email without you knowing. In April, this was followed up by a local ad campaign featuring naked over-50s women holding campaign signs. Established in Vancouver, Canada in 2003, the site has been leading the way. For example, in early advertising, the catchphrase was ‘get your mum off Tinder’. Plenty of Fish is one of the biggest dating websites around, with more than 150 million registered users worldwide. Prior to the TVC, Lumen has been investing largely in billboard advertising, Facebook advertising and PR, taking both a risqué and humour-based approach in its messaging.
Lester said the dance group is the embodiment of Lumen’s mission to shine a light on a generation that often feel underrepresented and invisible not only in the dating sphere, but also in a wider cultural context.
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