Making a disruptor
disruptive again.
JSwipe, the world’s largest Jewish dating app, was the original disruptor in its niche. But the disruptor was now being disrupted. Larger, mainstream dating apps began adding features to filter by religion, directly threatening JSwipe’s market position and core value proposition. Our mission was to refresh the brand to reclaim its competitive edge, deepen its connection with its user base, and re-establish its status as the undisputed leader in its category.
CHALLENGE
The challenge was to defend JSwipe’s market leadership after its unique selling proposition was copied by giant competitors. Having built its success by serving the Jewish singles niche, JSwipe was now threatened by better-funded apps that had replicated its core feature. We needed to find a new, defensible point of difference that larger platforms couldn’t imitate, giving users a compelling reason to choose JSwipe when mainstream alternatives seemed “good enough.”
APPROACH
Our research showed that JSwipe’s true advantage was emotional, not functional. We repositioned the brand to focus on what competitors couldn’t replicate: a genuine sense of safety and cultural belonging, free from the risk of antisemitism present on generalist apps. We leaned into a cheeky, modern tone that celebrated culture over just religion. This new strategy informed everything from app features to bold brand actions, re-establishing JSwipe as an authentic and irreplaceable community leader.
