The social app Pie is expanding to San Francisco, aiming to combat urban loneliness by facilitating real-world connections through a unique, event-based model that actually pays its organizers.
Funding the Future of Socializing
Pie is betting big on the “IRL” (in real life) experience, backed by a significant $24 million in total funding. The company recently closed an $11.5 million Series A round led by Forerunner Ventures’ Kirsten Green, following a $5.3 million personal investment from Twitter co-founder Ev Williams. While the social networking space is notoriously difficult to monetize, Pie is carving a niche by compensating the people who do the heavy lifting: the event organizers.
“We’re paying you. You’re the one doing the thankless and difficult work of organizing,” says CEO Dunn. “It’s incumbent upon us to figure out the business model that makes all the math work.” As an example of this potential, Dunn pointed to Sunday Morning Club organizer Kyle Casaccio, who has already generated an estimated $100,000 run rate through the platform.
Refining the Strategy: Why Group Settings Win
Pie’s current strategy is a far cry from its original iteration. The app previously functioned as a personality-matching tool, requiring users to complete a 150-question survey—a process Dunn likened to the data-heavy intake of OkCupid. The company quickly learned that forced, one-on-one digital matchmaking often lacks the organic spark of genuine friendship.
“There’s a reason why those products tend to struggle: because it’s not organic,” Dunn explained. “The way platonic relationships form is, they form in a group setting.”
Building a Network of “Friends of Friends”
To boost attendance and user comfort, Pie focuses on private, curated events rather than public broadcasts. This approach serves a dual purpose: it offers security for high-profile creators who prefer not to share their exact location with every follower, and it creates a sense of exclusivity that encourages actual turnout.
“If you’re invited to everything, you kind of don’t want to go,” Dunn noted. By leveraging a “friends of friends” model—similar to how professional networks like LinkedIn map connections—the platform aims to build a more trusted community.
The San Francisco Expansion
With approximately 23,000 users as of October, Pie is now turning its attention to the Bay Area. Dunn remains optimistic that the platform’s emphasis on community-driven events will resonate with the ambitious, connection-starved demographics of San Francisco.
“We just want to unlock that and make it easier for people to meet people and make friends in the Bay Area,” said Dunn.
