Q&A with Mayumi Sato, CMO of Ysos
As Chief Marketing Officer of Ysos, Mayumi Sato is helping redefine what it means to connect in the digital age.
The app, known for its focus on meaningful interactions and user well-being, has quickly built a loyal community—and much of that momentum can be traced back to Mayumi’s thoughtful leadership and bold marketing vision.
In this candid Q+A, she shares insights into Ysos’s mission, the challenges of marketing in a saturated tech landscape, and why authenticity is more than just a buzzword.
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Introduction & Background
Can you tell us a little about your background, what did you do before you were in the dating industry and how did you get here?
My background is in STEM, I studied Actuarial Science because I’ve always loved math and statistics, and I started my career working at insurance companies. However, I quickly realized that my true passion was communication. That led me to shift my career toward marketing, working at agencies and developing my client portfolio. On a personal level, I’ve always been curious about topics related to sexuality and relationships, and I studied those independently for years. So when the opportunity came to work in the adult industry, I saw a chance to combine all my interests and apply a data- driven perspective to understand this space better, and it worked! I’ve been in the adult market for over 10 years, starting with Sexlog, which is now the largest adult social network in Latin America, with over 23 million users. Using a behavioral and data-based approach, we’ve shared our findings with the media and social platforms, helping to break taboos and normalize conversations around alternative ways of relating. Since then, I’ve spoken at two TEDx events and represented our brands at conferences worldwide.
Tell us a little about Ysos app! When it started, its focus and where you currently are?
Ysos was launched in 2018 as a spin-off from Sexlog. The idea was to create an app designed for people interested in non-traditional relationships, fetish practices, and casual encounters in a more agile and secure format.
Since it’s available on the app stores, it doesn’t contain explicit content, so anyone can use it without worrying about unexpected nudity, and it’s designed with privacy and discretion in mind. It works like any other dating app but with a more straightforward community that knows what they want and doesn’t waste time. Our early growth came from the Sexlog community, but Ysos has since built an audience of its own. We now have nearly 3 million registered users and a steady organic user flow, and the app has become a recognized name in the space.
Industry Insights
How have you seen the dating industry evolve over the last few years?
In recent years, especially with the boom in dating apps before and after the pandemic, there’s been an explosion of new platforms, some broader in scope, others niche-focused. But two key challenges remain: building an initial base of qualified users and keeping those users engaged. Having a great idea is not enough. You need strong tech, fast execution, and quick learning. The market is still profitable and full of opportunity, but it’s far from the easy space it once seemed to be. Today’s users are much more demanding.
What do you think is the biggest misconception about your field of work?
That it’s an easy industry just because love and connection are universal needs. But the truth is, there’s a real complexity in turning what people say they’re looking for into tools that deliver what they want, even if they won’t admit it. This gap between what users ask for and what they really respond to demands not only technology but also sensitivity and a deep understanding of human behavior.
Challenges & Lessons Learned
-What’s one of the biggest challenges you’ve faced while you’ve been in the dating industry?
I’d say our current challenge, expanding Ysos into the U.S. market, has been one of the biggest. The culture and relationship people have with dating apps are different, and that demands a fresh approach. We’ve been learning what can be adapted and what needs to be rebuilt from scratch. It’s been a rich process, full of valuable partnerships and insights that we’re now applying across our entire portfolio.
What advice would you give someone just starting in the industry?
Get out of the idea stage and start testing. Launch MVPs, gather feedback and validate your assumptions. As someone who also invests in and acquires companies, I can say that real conversations only start when there’s data on the table. You don’t need amazing results at the start, but generating valuable insights and learning from them already signals strong potential.
Projects & Vision
Can you tell us about any exciting projects you’re currently working on at the app?
We’re working on a new app version with more innovative features and deeper integration with AI, designed to help users find more relevant connections. We’re also expanding the number of touchpoints in the user journey, from finding a compatible match to validating that connection, aiming to make the experience more personalized, fun, and safe. The goal is strengthening our position as the go-to app for direct, open-minded people.
What’s your vision for the future of your company?
As a Venture Builder, we’ve already built a portfolio of brands that support different stages of our users’ love lives, from early exploration while single to shared experiences as a couple. Our vision for the future is to evolve this ecosystem with even more technology, AI, and advanced recommendation systems that make these journeys smoother, safer, and more personalized. We want to keep innovating and delivering relevant experiences with discretion and excellence for people who want to explore love beyond the traditional script.
Thought Leadership & Advice
What’s the best piece of advice you’ve ever received?
Know your customer and stay focused. It’s tempting to chase scale or reach other audiences, but the more focused you are on your core and the people you want to serve, the better your product will be. Consistency makes the difference in a world full of noise and distractions.
How do you stay ahead of trends and keep learning in the industry?
Attending events like GDI has been essential. There’s a lot you can learn online, but nothing replaces the in-person exchange with people facing the same challenges you are. That’s why we make a point of attending the GDI conferences in New York and London. They always bring value regarding networking, partnerships, and fresh ideas to apply to our products.
