Blinddate Is An Ingenious Dating Site That Prioritizes Who You Are

Online Dating An Ingenious Dating Site Prioritizes Who You Are Over How You Look

Amber Brooks

Written by: Amber Brooks

Amber Brooks

Amber Brooks is the Editor-in-Chief at When she was growing up, her family teased her for being "boy crazy," but she preferred to think of herself as a budding dating and relationship expert. As an English major at the University of Florida, Amber honed her communication skills to write clearly, knowledgeably, and passionately about a variety of subjects. Now with over 1,800 lifestyle articles to her name, Amber brings her tireless wit and relatable experiences to She has been quoted by the Washington Times, Cosmopolitan, The New York Post, and AskMen.

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Edited by: Lillian Castro

Lillian Castro

Lillian Guevara-Castro brings more than 30 years of journalism experience to ensure DatingAdvice articles have been edited for overall clarity, accuracy, and reader engagement. She has worked at The Atlanta Journal and Constitution, The Gwinnett Daily News, and The Gainesville Sun covering lifestyle topics.

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The Short Version: The old saying tells us that love is blind. Well, is putting that theory to the test. This innovative dating platform has turned the modern swiping model on its head by fostering mutual attractions based on personality traits instead of appearance.’s unique matching system blurs the user’s pictures and invites members to judge innate compatibility based on a 41-question personality test. The more the two members communicate with one another (freemium members can send up to 10 messages a day), the more of the profile picture they’ll see. This intriguing process encourages singles to stay in contact and pursue a relationship based on more substantial qualities than what meets the eye. Since 1998, has fostered countless friendships and romantic relationships through its simple and quality-driven features.

When you’re swiping through dozens of dating profiles a day, it can be easy to stop thinking of those people as, well, people. They become interchangeable photos, a means to an end, or just another rejected date. Online dating can encourage superficial snap judgments that cheapen the dating experience for everyone.

“A beautiful look may attract people, but it’s not enough to build a serious relationship,” said Mikael Löfberg, Founder of “I believe that understanding each other, communicating, and finding common interests are the basis for being able to build long-term, healthy relationships and marriages, and the appearance comes second.”

In 1998, Mikael decided to apply this philosophy to the online dating world by creating a dating website that served the deeper interests of the heart. He designed, an innovative dating site and app, to offer a unique dating experience built on personality over looks.

Screenshot of's log in page is a dating website and app that leads singles to look beyond the surface when seeking a date online.

Today, is a valuable alternative to superficial dating platforms. Free members can send 10 messages per day on If you want to chat more than that or see other members’ photo galleries, you’ll have to upgrade to premium membership for one month, three months, or one year.

From its headquarters in Stockholm, Sweden, the team works together to make online dating about something more than a hot-or-not game. “I hope we will inspire people to spend time and get to know each other in-depth, giving the inside a chance,” Mikael said, “and I hope that, once you’ve met your ‘heartfriend,’ they will give the best prerequisites for a long and happy marriage.”

Mingle Online With a Blurry Profile Pic During Blinddate Hour

When you join, you can see right away that this site is a little different than most. Its straightforward interface and in-depth profile foster an online dating experience that gets to the core of what matters in relationships. It’s free to create a profile and mark yourself as looking for dates or friendship. Anyone over 18, whether you’re gay, straight, or bi, can sign up. Mikael said he’s proud to have singles of all ages and backgrounds on because it speaks to the site’s broad appeal.

“Something that pleases me is that older people have become more active online and found our site to search for love or friends,” he said. “We also have members over the age of 90, and it feels incredibly fun to see. This is something we are about to deepen ourselves in even more.”’s team has developed many unique features to motivate users to communicate with one another. The BlindDate Match feature, for example, presents singles to one another without profile pictures. Singles fill out a 41-question survey about their temperament, attitudes, and habits. The dating site then uses that information to generate matches based on personality. You can determine your compatibility with another person by viewing their answers to questions like “Do you make your decisions carefully or impulsively?”'s personality test

You can discover your personality type through’s thorough questionnaire.

Once you’ve been assigned a personality type (turns out I’m an Independent Thinker), you can view tailored matches that are compatible with you. “You read a short presentation that describes how well you and the other person would match,” Mikael explained. “The text will say what works well and what you need to think about before you start a relationship. If you find it interesting, you start writing each other.”

You won’t see the whole profile picture until you have been communicating consistently with your match. It reveals itself bit by bit as you message back and forth. The more you talk to one another, the more the profile photo will be revealed.

Additionally, the dating site offers what’s known as BlindDate Hour during which all profiles appear blurred for one hour of anonymous chatting. That gives singles the opportunity to bond with one another on a deeper level. By tapping into the important aspects of someone’s personality, rather than their ability to take a great selfie, has raised the standards for singles on a dating site and given people with engaging personalities a leg up on the dating scene.

“In a fun yet motivating way, we have created a communication between two people based on how you are, instead of what you look like,” Mikael said. “Of course, we have all the other basic features that a dating site should have, i.e., chat, search pages, profile pages, recent visitors, favorites, etc.”

A Quality-Conscious Team Focuses on User Experience & Security

According to Mikael, the team feels like a family. They work closely together to innovate new tools and functions to make the dating site the best it can be.

Photo of Mikael Löfberg, CEO of

CEO Mikael Löfberg believes that helping people connect on is the right thing to do.

“We always support each other, in and outside our working hours,” Mikael told us. “To work with this project have become a lifestyle for all of us.”

The team’s core mission is to improve the dating experience for singles around the world. They constantly ask themselves how they can make better for members and encourage communication, inspire mutual attraction, and facilitate real-life dates. They want members to feel confident about their chances of meeting their match on the site.

Online safety is a huge concern for them as well. may promote photo-less dating profiles, but that doesn’t mean the site administrators don’t verify and screen the site’s profiles. The team does everything possible to ensure its members have a safe environment where they can meet real individuals — not scammers.

“Something we focus heavily on is to make sure that we have genuine profiles on the site,” Mikael explained. “We have always been at the forefront when it comes to security, and we will soon be the first dating site in the world to implement a new identification method that ensures all members’ identity.”

Members Reach Out to Say They’ve Found a Relationship has seen great success stories over the years. Its tools have helped thousands of people establish lasting relationships, and it boasts many good ratings on iTunes and Google Play. “I love this app,” said Tjp1978. “I have found real people to talk to and meet. I already have dates for two weekends.”

Many singles have used this premier dating network to find someone who has similar goals, values, and lifestyle habits, and some have written to the team to express their gratitude for everything the site stands for.

One woman sent an email to the team to say thanks for introducing her to the man of her dreams. The New Yorker met someone who lived in Florida, but their connection was undeniable so they started a long-distance relationship. One and half years later, they got married.

“I love this app. I have found real people to talk to and meet.” — Tjp1978, a user

Another woman wrote to the team because she had questions about Swedish culture. She was an American, she explained, but she had met an attractive Swedish guy on and wanted to pursue a serious relationship with him. “It was an unusual question for us,” Mikael said, “but we are always happy to help if we can.” team often enlightens daters about what matters in relationships and what they can do to improve their love lives. The tips and tricks section of the website provides general guidance to help singles find their way.

“Our goal is always to connect and match people with each other,” Mikael said. “Not just as a business model, but also because it feels like a good thing to do, the right thing to do.” Helps Singles Discover True Compatibility

Dating apps that treat choosing a date like it’s a game miss out on the reality that some serious singles are looking to play for keeps, not for funsies. That means digging past the profile picture and getting to know someone for real. can help singles establish deep connections that have nothing to do with how photogenic the other person is.

Since its launch in 1998, has made a name for itself as a quality dating platform where commitment-minded men and women can escape the superficial judgments of the general dating scene. If you want to meet someone who has long-term potential, you can sign up for for free and seek a partner with your heart rather than your eyes. After all, serious dating doesn’t start with swiping; it starts with a genuine conversation between two people.

“It’s always great to help other people,” Mikael said, “and with this website we can help people with one of the most important things in their life: to find the right partner.”

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