So Syncd is a London-based dating app and media company founded by sisters Jessica and Louella Alderson with a unique mission: to help people find lasting, meaningful relationships by matching them based on personality compatibility rather than superficial factors. Launched in 2020, the platform leverages the scientifically-backed Myers-Briggs Type Indicator (MBTI) to pair users according to their personality traits, striking a balance between similarities and complementary differences that foster strong emotional bonds and spark.
The genesis of So Syncd is deeply personal. Jessica Alderson’s breakup from a long-term partner led her to explore personality compatibility, a venture that quickly transformed into a startup idea after she and her sister Louella realized the limitations of conventional dating apps centered on looks and swiping. Their approach centers on the idea that lasting relationships require understanding one’s own personality and finding others who complement it. The users first take a comprehensive five-minute personality test, which assigns a four-letter MBTI type (like ESFP or INTJ), then the app uses a proprietary matching algorithm to connect those with compatible personality profiles.
The app quickly gained traction with thousands signing up on launch day. Jessica and Louella, non-technical founders, overcame early challenges by employing contractors and later hiring a part-time CTO to build the technology backbone. Their focus on meaningful matching has led to over 750 couples matched and success stories including engagements and marriages, proving that personality-driven relationships resonate in the modern dating landscape. So Syncd achieved a high conversation rate, making matches seven times more likely to lead to real interactions than traditional apps.
In 2025, however, So Syncd pivoted from the dating app business to become a media company focused on personality, relationships, and personal growth content. The founders acknowledged that while dating had become easier through apps, emotional skills like patience, empathy, and forgiveness remain underdeveloped. The new So Syncd offers articles, courses, and resources aimed at helping individuals deeply understand themselves, improve relationships, and foster healthier connections beyond just dating. This shift reflects the founders’ enduring mission to enrich lives through personality insights.
Jessica Alderson, who also serves as Chair of the Online Dating Association since 2023, is a recognized advocate for responsible and meaningful online dating experiences. Her background in finance combined with Louella Alderson’s startup scaling expertise enabled them to guide So Syncd effectively through rapid growth and thoughtful transformation.
The app’s marketing success hinged significantly on content, especially through programmatic SEO strategies which drove an 823% year-over-year increase in traffic. By offering popular personality blogs, celebrity personality reviews, and compatibility insights, So Syncd cultivated a highly engaged audience that helped pave the way for the media company’s transition.
In summary, So Syncd’s personalized approach to matchmaking, based on rigorous personality science, disrupted conventional dating norms and helped thousands find meaningful love connections worldwide. Its transformation into a personal growth content platform continues this legacy by empowering individuals to build the emotional intelligence needed for lasting relationships in all facets of life.
