Cerca Finds Success In Prioritising “Anti-Swipe” Quality Over Quantity

The online dating landscape is undergoing a significant shift as platforms – both new and established – move away from endless swiping and toward experiences designed to foster real connections. Startups like Cerca are leading what some industry insiders are calling the “anti-swipe” movement, capitalizing on growing user fatigue with gamified dating mechanics.

Founded by 22-year-old Georgetown graduate Myles Slayton, Cerca has quickly gained traction with Gen Z daters who crave more authenticity. The app, which launched only a few months ago, already boasts around 85,000 downloads and a female-majority user base – a rare feat in dating tech. Cerca limits users to just four potential matches a day, each drawn from within their extended social circles via synced contacts. The goal, Slayton told Business Insider, is to recreate the experience of being set up by a trusted friend.

Cerca’s emphasis on mutual connections and limited exposure reflects a growing disillusionment with swipe-based dating. According to Sam Yagan, founder of OkCupid and a partner at Corazon Capital – which led Cerca’s $1.6 million seed round – users are seeking a more intentional approach. “We’re in a very anti-swipe moment right now,” Yagan said.

Legacy players are taking note. Match Group and Bumble, both facing stalled revenue growth and user churn, have begun repositioning around “quality over quantity.” Bumble’s founder Whitney Wolfe Herd, who recently returned as CEO, told analysts that the company has “reset our strategy for quality over quantity across the whole business.” Meanwhile, new Match Group CEO Spencer Rascoff, formerly of Zillow, has shifted the company’s focus “from monetization to outcomes.”