Why Data Monetisation Is The Perfect Match For Online Dating Apps


This is a guest article by Tom Luke, the VP of Sales and Partnerships at Tutela.

I know, I know. It hurts to put time and effort into a relationship, only to discover that they’re not the one for you. Why didn’t you listen to your friends when they told you to expand your horizons – that there are other app revenue streams in the sea? And why didn’t you do it before driving away the people who are most important to you – your users?

At Tutela, we recently commissioned a survey of 600 US and UK adults to find out how they feel about adverts, in-app purchases and data collection. As we suspected, users aren’t feeling the love for traditional app monetisation strategies. In fact, 63% of respondents say they avoid apps that contain too many adverts or require in-app purchases.

So before you get googly-eyes for the next ad network that smiles at you, consider this – an astounding 95% of respondents say they would use apps that collect anonymous usage statistics. The key differentiator here is anonymity, because the vast majority of users are still opposed to divulging personal data.

This is exciting news for all of us because there’s a lot of money to be made in anonymous statistic collection. We call our particular method Wireless Analytics Monetisation (WAM), and it may be the perfect match for your dating app. Here are five reasons why:

1. It’s new, exciting and lucrative

WAM is an innovative revenue stream with potential annual earnings of $100k to $3m, plus guarantees. You make money by crowdsourcing signal strength (also known as network quality) statistics from your apps.

Here’s how it works with Tutela:

  1. You embed the Tutela SDK in your app, which only takes about 30 minutes.
  2. We collect anonymous statistics about your users’ wireless network quality.
  3. We analyse the statistics and create mobile network coverage maps and reports.
  4. We sell the information to telecoms who use it to understand and improve the world’s mobile internet.
  5. We share the profit with you. Our partner fees are based on a revenue sharing model with up to 50/50 profit share. The more daily active users (DAUs) you have, the more our customers pay for reports, and the more you earn.

2. You’re not snooping on your users

When we say that we don’t collect any personal data, we mean it. Tutela’s Wireless Analytics Monetisation model collects network quality and usage statistics. That’s it.

With WAM, you’re not collecting any information that can identify a user or their device, including email addresses, IDFA, AAID, device ID, or IP addresses. No, no, no. Just plain-old signal strength and network quality statistics – without any identifiers.

We’re also COPPA-compliant and comply with data protection laws and app store policies. Our app partners and their users are always kept confidential.

3. WAM is low maintenance

It only takes a few minutes from sign up to code deployment, and you’re ready to start earning money. After you integrate the Tutela SDK, your work is done.

There is no ongoing optimisation or work needed, like there is with advertisements or paid upgrade features. This makes WAM very profitable.


4. We can keep it on the down-low

Our software runs in the background of your app and has zero impact on the user experience. You’ll see less than 1% battery consumption, no impact to the device’s CPU and less than 30 MB of cellular data usage per month.

5. Everyone benefits

This isn’t a one-way relationship. You make money, we make money, and our (telecoms) customers use our insights and analytics to improve their 3G, 4G and LTE network coverage. This results in a faster, more reliable internet connection for all of us.

It’s a win-win-win for you, for our customers, and for the users.

Our ideal match…

Tutela is actively seeking mobile dating companies who are interested in growing their app revenues by up to seven figures a year with guarantees.

We’re looking for app partners that have 500,000+ DAUs in North America and Europe, and who are able to launch within 3-6 months. Coarse location permissions are required.

Ready to take the first step? Visit to join.

By Tom Luke

Tom is the VP Sales and Partnerships at Tutela, a crowd-sourced wireless analytics company based in Victoria, Canada and London. Tutela collects anonymous signal strength statistics from mobile devices to help improve the world’s 3G and 4G networks, and create a new, incremental revenue stream for mobile app developers.

Simon Edmunds

Simon is the former editor of Global Dating Insights. Born in Newcastle, he has an English degree from Queen Mary, London and after working for the NHS, trained as a journalist with the Press Association. Passionate about music, journalism and Newcastle United.

Global Dating Insights is part of the Industry Insights Group. Registered in the UK. Company No: 14395769