A new dating startup called Sitch is taking a unique approach to online matchmaking by blending the art of traditional matchmakers with the power of artificial intelligence. As dating platforms struggle to meet users’ expectations, Sitch aims to fix what it sees as a core problem: lack of meaningful data and personalization.
Unlike typical dating apps that rely on swiping through countless profiles, Sitch skips the swipe and introduces a more thoughtful onboarding process using large language models (LLMs). The app collects in-depth insights from users through nearly 50 questions answered via text or voice and uses that information to generate high-quality, compatibility-based matches.
A Heritage of Matchmaking Meets Modern Tech
Co-founded by Nandini Mullaji, who credits her matchmaking instincts to her grandmother, Sitch is built around the belief that deeper data leads to better matches. “Dating apps today lack the depth of insight a human matchmaker would have,” says Mullaji, a Stanford Business School alum who previously contributed to Bumble’s India launch.
Her co-founder, Chad DePue, brings deep tech experience from his time as CTO at social platform Whisper and his role at Snap. Together, they designed Sitch as a digital matchmaking assistant, infused with Mullaji’s real-world insights and refined using feedback from early users.
How Sitch Works
After onboarding, users are presented with carefully selected matches generated by the AI. If both parties agree, a group chat is initiated—also involving the AI assistant. This chatbot continues to support users even after their offline meetings, gathering feedback to fine-tune future recommendations.
The company says users are surprisingly candid, sharing detailed personal feedback that helps train the platform’s algorithms for even better matchmaking.
Sitch uses over 75 matchmaking parameters to evaluate compatibility and contrast between users, offering a more human-like understanding of potential chemistry. The platform currently offers its services in New York, with plans to expand to additional cities soon.
Business Model and Funding
Sitch operates on a pay-per-match model. Users can purchase match packages:
- 3 matches for $89.99
- 5 matches for $124.99
- 8 matches for $159.99
The startup has raised $7 million in total funding, including a recent $5 million seed round led by M13 and a16z Speedrun. Investors see the app as a modern extension of personalized matchmaking, made accessible to a broader audience.
“Unlike swipe-based apps that behave like mobile games focused on attention and engagement, Sitch charges upfront,” said M13’s Anna Barber. “This means the team can focus on genuine user outcomes, not just time spent on the app.”
AI in Dating: A Growing Trend
Sitch enters the dating space at a time when major players like Tinder, Bumble, and Grindr are also experimenting with AI. However, Sitch is positioning itself as a serious alternative for those tired of superficial, swipe-heavy experiences. With a manually verified user base, the app also emphasizes quality and safety—something many users today value highly.
As dating habits evolve, Sitch is betting that users are ready for a more intentional, personalized, and data-driven approach to finding love.
