In response to growing social isolation, several start-up platforms have emerged to help individuals form new friendships through curated, in-person group activities. These services, such as Real Roots, 222, and Timeleft, use personality surveys and algorithms to match strangers with shared interests and values for social outings, ranging from dinners to hikes and yoga classes.
One early adopter, Alexandra Pitzer, 33, paid $290 last year to join a group organized by Real Roots after relocating to Honolulu. Following a personality assessment, she met eight women at a brewery and developed connections that extended beyond the initial events, including camping and beach trips. “I can see most of them being lifelong friends,” she said, citing the genuine bonds formed through the app.
Such platforms have gained traction amid what some experts describe as a “loneliness epidemic,” with a 2024 study from Harvard’s Making Care Common Project reporting that about 67% of adults experience social-emotional loneliness, and 45% of those individuals struggle to develop close friendships. Psychologist Richard Weissbourd noted that many young people feel particularly vulnerable today, intensifying the demand for solutions enabling authentic, offline connections.
The startups typically target users in their 20s to 50s, who complete detailed questionnaires about their backgrounds, humor, social preferences, and political openness. Based on these responses, algorithms create small groups for prearranged activities. Participants pay either a membership fee or event charge and simply need to attend at the specified location.
The founders of 222 created their platform initially as a college research project exploring human social compatibility. Since launching their service full-time in 2023, 222 has expanded to 21 cities, hosting daily events and earning millions in revenue. Their surveys include unconventional questions such as attitudes toward astrology and self-perceived attractiveness. Real Roots, started by Dorothy Li, now operates in 120 cities and organizes women-only outings like bowling and scavenger hunts. Timeleft, which launched in 2023 after previous unsuccessful attempts, offers similar experiences in over 200 cities.
Despite their popularity, the apps do not guarantee success for every participant. Criticism includes feelings of awkwardness during events and a lack of meaningful connections. Alex Cheney, 34, who attended various meetings in cities such as Los Angeles, found the algorithmic matching insufficient for developing deep friendships. He emphasized that friendship often requires ongoing effort and co-creation beyond initial compatibility.
Conversely, some users report lasting benefits. Finance executive assistant Lauren Valenti paid approximately $290 for a six-week Real Roots program in San Francisco. She connected with women facing similar life stages and challenges, fostering relationships sustained through regular meetups and group chats. “It felt so good to finally see someone equal to myself and share that connection,” she said, highlighting the potential for these platforms to address social needs that traditional digital interactions may not fulfill.
These friend-matching services reflect a broader cultural shift toward structured, intentional socializing aimed at combating loneliness by facilitating genuine, face-to-face human interactions.