How to Build a Mood-Board Dating App like Sonder

People today are not just looking for matches but for spaces that let them express who they are. This shift has encouraged companies to rethink how technology can create deeper human connections. A mood-board dating app like Sonder could use visual data and emotional mapping to match users beyond surface traits. It may analyze patterns, tones, and moods to predict compatibility with better accuracy.

Such systems can integrate AI-driven personalization to make every interaction feel unique. The design should feel intuitive and emotionally engaging, allowing users to connect effortlessly. Companies are recognizing this as a profitable niche and stepping in with their own solutions.

Over the past decade, we’ve built many creative social and dating solutions that leverage technologies such as generative AI and behavioral intelligence systems. Using this expertise, we’re writing this blog to discuss the steps to build a mood-board dating app like Sonder. Let’s start!

Key Market Takeaways for Mood-Board Dating Apps

According to GrandViewResearch, the global online dating market was valued at USD 7.94 billion in 2022 and is projected to climb to USD 14.42 billion by 2030, growing at a 7.6% CAGR. This steady rise highlights a shift in what users want from dating platforms. People are moving toward experiences that feel more meaningful and emotionally intelligent, favoring depth, creativity, and self-expression over superficial swiping.

Source: GrandViewResearch

Mood-board dating apps are emerging as a natural response to this change. They invite users to express their personalities through curated visuals, images, colors, and textures that tell a story about who they are. 

Instead of focusing on appearance or short bios, these apps let people connect through shared moods, interests, and values, creating matches that feel more authentic and emotionally aligned.

Leading the way are apps like Sonder, launched in London in June 2025, which pairs users through the visual and emotional harmony of their mood boards, and Tinder’s Year in Swipe™ Vision Board, which helps users visualize their dating goals for the year ahead. Together, they represent a new phase in online dating that blends creativity with connection and encourages users to build relationships grounded in authenticity.

What is Sonder App?

Sonder is a dating app built for real human connection, with no filters, no algorithms, and no performance pressure. Instead of asking users to craft perfect bios or answer prompts, Sonder gives them a blank canvas to express what’s real: thoughts, photos, sketches, or spontaneous ideas. It’s about forming bonds that feel natural, whether that’s finding new friends, a soulmate, or simply people who understand your humor and your pace.

Beyond the digital space, Sonder also brings people together offline through thoughtfully designed events where conversation flows naturally. There is no forced networking or awkward icebreakers, just authentic and lasting connections.

Standout Features

• No Bios, No Prompts: Forget the usual “favorite food” or “describe yourself in three words.” Sonder skips all that. Instead, you express yourself through what you post and share. Your words, art, and moments speak for you.
• Blank Canvas Posting: Every user gets a clean slate. Share what feels right: a doodle, a late-night thought, a random playlist, or a candid photo. It’s your space, your rhythm, with no pressure to perform.
• Organic Social Circles: Sonder helps you find people who naturally align with you, not just on paper but in spirit. The focus isn’t on matching or metrics; it’s on shared interests and genuine understanding.
• Real-World Events: The app hosts in-person gatherings built around conversation and comfort, not speed-dating or networking. These events are curated so people connect naturally, like you would at a cozy house party or creative workshop.
• No “Matching” Pressure: There are no swipes, likes, or validation chasing. Sonder’s goal is to help you meet people who feel like home, connections that last beyond the scroll.
• Expressive Freedom: You are free to present yourself however you want. Sonder encourages raw creativity and self-expression over curated personas or algorithm-driven content.

How Does the Sonder Dating App Work?

The Sonder app lets users build creative mood board profiles instead of using standard bios. Its algorithm connects people through shared aesthetics and emotional tone rather than filters or swipes. Users can then chat meaningfully and even join curated real-world events to form genuine connections.

Step 1: Crafting the “Mood Board” Profile

Forget bios, prompts, or “fun facts.” Sonder starts users off with a digital blank page.

Each profile becomes a personal scrapbook and a creative space where users can express themselves visually and emotionally. They can add:

• Random musings or “shower thoughts.”
• Doodles, sketches, or digital art.
• Candid photos that show their vibe rather than their best pose.
• Music or sound clips that set their personal mood.

It functions like part diary, part collage, and part playlist. It is a creative portrait of a user’s energy, focusing less on what they say they like and more on how they feel. Sonder’s design encourages authenticity over performance.

Step 2: Discovering People Through “Vibes”

Since there are no bios or dating filters, Sonder reimagines how users find one another.

Instead of the usual swipe interface, the app offers a “Vibe Feed”, a scrollable stream of mood boards from other users. Each profile feels like a small world of its own, and users are encouraged to explore and engage with those who visually or emotionally resonate with them.

The app’s matching system, while not publicly detailed, appears to connect people based on shared aesthetics and emotional tone rather than surface-level factors like location or hobbies. Users are not forced to define their intent either. They simply connect with whoever feels right, leaving labels behind.

Step 3: Building Real Conversations

Once a connection happens, the experience shifts from passive browsing to intentional conversation.

While users can still “like” someone’s board, the point is not to chase validation. It is to appreciate creativity. When two users show mutual interest, a chat opens with an organic spark. Instead of a generic opener, users can comment on a doodle, a lyric, or a random thought they noticed. The goal is to start conversations that actually mean something, not just fill the chat window.

Step 4: Taking It Offline

What sets Sonder apart most is how it bridges the digital and real worlds.

• The app hosts curated, small-scale events where users can meet in person. These are not speed-dating sessions or forced mixers. They are thoughtfully designed spaces where conversation flows naturally. Think of them as community gatherings built around creativity and genuine connection, not dating pressure.
• By extending the experience beyond the screen, Sonder transforms itself from a matching platform into a living community where online connections can evolve into real-world friendships or relationships.

What is the Business Model of the Sonder App?

Sonder’s appeal lies in stripping away the contrived layers of modern social platforms. There are no bios, prompts, or algorithmic matches. Instead, users share short posts, photos, or “shower thoughts” that spark spontaneous interactions. This design encourages self-expression and authenticity, positioning Sonder as a social antidote to the performative culture of mainstream apps.

Premium Memberships / Subscriptions

Sonder likely employs a freemium model, offering basic participation for free while monetizing through premium memberships. Paid users may access early event registration, exclusive groups, or visibility boosts.

Offline Event Monetization

A major differentiator is its offline ecosystem. Sonder organizes real-world social events, such as curated meetups or themed gatherings. These are monetized through ticket sales or brand-sponsored experiences, creating a dual revenue channel through user payments and corporate sponsorships.

Brand Partnerships and Sponsorships

With its focus on authenticity and community, Sonder attracts lifestyle and consumer brands seeking access to a young, socially active audience. Sponsored posts, co-branded events, or in-app integrations contribute to recurring revenue.

Advertising and Ancillary Offerings

While advertising is not central to its identity, Sonder may introduce subtle, context-relevant ads or collaborations aligned with community values. Ancillary income could also stem from data-driven insights or affiliate partnerships with local event organizers.

Financial Performance and Engagement

Although Sonder App’s direct financial data remains undisclosed, proxy metrics show robust traction:

• Over 1 million active members with high session engagement and repeat usage.
• Sustained user retention suggests strong network effects and community attachment.
• The broader Sonder technology platform (a separate but related entity) reported around $800 million in revenue in 2024, demonstrating the company’s operational scale and investor confidence in tech-driven engagement models.

Funding and Investment Profile

Sonder has attracted significant venture backing, securing roughly $839.6 million since 2015 across Series A to D rounds. Notable investors include Tao Capital Partners, SEEK, Blackbird Ventures, and Valor Equity Partners.

A $40 million funding round in 2025, led by Blackbird Ventures and SEEK, specifically supported the app’s growth by fueling expansion into new cities, scaling event logistics, and enhancing its tech infrastructure for personalized social discovery.

Other Business Models for a Mood-Board Dating App

The rise of mood-board dating apps such as Sonder marks a shift in how people want to connect. Users are moving away from transactional swiping and toward creativity, authenticity, and emotional storytelling. While the freemium subscription remains a classic approach, it is hardly the only viable one. 

For founders, the app’s visual, community-driven nature unlocks a range of business models that can sustain growth without compromising the user experience.

1. The Digital Goods & Aesthetic Economy Model

This model turns creativity itself into the product. Instead of charging for access, you monetize the tools users need to express their personality through their visual profiles.

How It Works

The base version of the app stays free. Users can enhance their mood boards by purchasing digital assets such as stickers, textures, filters, fonts, and motion effects that help them tell their story in a distinct visual language.

Potential Offerings

• Premium Sticker & GIF Packs: Themed sets like 90s Retro, Cottagecore, or Cyberpunk ($1–$3 per pack)
• Animated Frames & Backgrounds: Subtle motion or artistic borders to elevate profile aesthetics ($2–$5)
• Exclusive Fonts & Text Styles: Unique typography for profile quotes or “shower thoughts” ($1–$2)

Why It Works

This model thrives on the psychology of self-expression. Users who invest time into curating their profiles are emotionally invested in perfecting them. That makes small in-app purchases an easy sell.

Apps like Zenly (acquired by Snap for $213M) and Bitmoji proved that users are willing to pay to stand out visually. Apple reported that in 2022, App Store developers collectively earned over $1 trillion, much of it from digital goods.

Estimated Annual Revenue: $500K–$1.5M for a 500K-user app with a 5–10% purchase rate.

2. The Freemium Event & Experience Model

If Sonder’s goal is to connect creative souls, why stop at the screen? This model brings the app’s aesthetic and emotional energy into the physical world, turning community into commerce.

How It Works

Matching and messaging stay free. Revenue comes from curated events and experiences, both in-person and virtual, designed to deepen connections beyond the chat.

Potential Offerings

• Small, Intimate Gatherings: 20-person dinners, art nights, or pottery workshops ($30–$80 per ticket)
• Large-Scale Socials: Sonder Festival or themed dance parties ($15–$40 per ticket)
• Virtual Workshops: Partner with artists or creators for live online classes ($10–$25)

Why It Works

The model bridges the gap between online chemistry and real-world connection, a friction point most dating apps fail to solve. Platforms like Meetup and Eventbrite have already proven the power of curated social experiences, generating tens of millions annually. Sonder can position itself as both a dating app and a creative lifestyle brand.

Estimated Annual Revenue: $1–$3M for a five-city operation hosting 2–3 events per month per city.

3. The Tiered Marketplace & Affiliate Model

Sonder’s visual format naturally lends itself to discovery. The same inspiration that fuels a user’s mood board can be converted into commerce through a curated marketplace.

How It Works

Users can purchase products, art, and experiences featured within the app’s aesthetic ecosystem. Sonder earns revenue through affiliate links or commissions on each transaction.

Potential Offerings

• Art & Prints: Tap on a mood-board image to buy a print from the original artist (15–30% commission)
• Music & Merch: Link out to band merchandise or albums via affiliate partnerships
• Curated Collections: A “Vibe Shop” offering books, apparel, and decor tied to popular aesthetics

Why It Works

This model monetizes discovery instead of attention. Social commerce is booming, with Accenture projecting the market will reach $1.2 trillion by 2025. Apps like Pinterest and Depop have built entire ecosystems around aesthetic-driven shopping. Sonder’s audience is already primed to buy into the lifestyle it curates.

Estimated Annual Revenue: $300K–$1M in affiliate and marketplace earnings, scalable with user engagement.

How to Build a Mood-Board Dating App like Sonder?

We build visually expressive and emotionally engaging platforms that help people connect through creativity. We’ve developed several moodboard dating apps, like Sonder, for our clients, leveraging robust technical frameworks and creative design. Our goal is to make every connection feel authentic and thoughtfully crafted.

1. Design the Creative Core

We built a drag-and-drop editor that lets users create moodboard profiles with images, doodles, and text. A JSON-based layout engine ensures consistent rendering across iOS, Android, and web, keeping every creative detail intact.

2. Aesthetic Similarity Matching Engine

Our team develops a machine learning pipeline powered by computer vision and CLIP-like models to understand visual styles. We store embeddings in a vector database for fast similarity searches and refine matches using demographic and location filters.

3. Content Moderation Infrastructure

We design a hybrid AI-human moderation system that safeguards creativity. OCR technology scans text from images, while low-confidence cases are sent to a review queue for human review, balancing safety with freedom.

4. Event and Community Module

We add an event discovery system that helps users find local meetups, mixers, and workshops. Geo-fencing APIs show nearby events, while built-in ticketing and payment tools make RSVPs seamless for verified hosts and creators.

4. Social Graph & Cold Start Mechanism

Our graph-based recommendation system connects users through shared visual aesthetics. During onboarding, image quizzes help gather early data, and unsupervised clustering recommends compatible users even with minimal input.

6. Integrate Monetization Models

We implement creative monetization options like premium filters, stickers, and templates. The app also supports sponsored events and Spotify profile integrations, offering users expressive upgrades while keeping the business sustainable.

Common Challenges to Building a Mood-Board Dating App 

Building a mood-board dating app isn’t simple. You’ll face performance issues, scaling limits, and heavy media handling that can quickly break the experience. We’ve solved these problems by designing systems that run faster, scale smarter, and handle creative data more efficiently.

Challenge 1: Keeping the Visual Editor Smooth

The magic of your app lives in its creative editor. Users combine images, text, and GIFs to express their aesthetic. However, once the fifth high-resolution photo or animation hits the canvas, everything slows down. Lag kills creativity, and frustration leads directly to an uninstall.

Our Solution

We don’t rely on default drag-and-drop libraries. Instead, we fine-tune them for real-world performance.

• Lightweight Frameworks: We use highly performant tools such as Konva.js for web and custom React Native Canvas implementations for mobile, ensuring every drag, resize, or rotate action feels instant.
• Dynamic Asset Optimization: When a user uploads a large image, our system compresses and resizes it in the background, preserving visual quality while reducing memory load.

Challenge 2: Scaling Real-Time RSVPs

A limited-event drop with 50 spots and thousands of eager users. Within seconds, the app is flooded with “RSVP” taps. Without careful architecture, databases overload, race conditions appear, and users get double-booked or timed out. Trust evaporates instantly.

Our Solution

We design for traffic spikes, not just steady-state usage.

• Redis for Lightning-Fast Reads: Event pages are served instantly from cache, reducing database hits even during peak traffic.
• Atomic Transactions: For critical actions such as claiming a spot, we use strongly consistent databases like PostgreSQL or Firebase Firestore transactions. Once a seat is taken, it is locked in real time with no duplicates or confusion.

Challenge 3: Managing Heavy Media at Scale

Each user isn’t uploading just one photo. They are curating a full mood board with multiple high-resolution visuals, videos, and audio clips. Without proper planning, storage costs explode and load times drag, especially for users across different regions.

Our Solution

We treat media as core infrastructure, not a side feature.

• Cloud Object Storage: We use AWS S3 or similar platforms for elastic, pay-as-you-grow scalability.
• Global CDN Delivery: Every asset is cached and delivered through CDNs like Amazon CloudFront, so users in Tokyo experience the same fast loading as those in New York.

Challenge 4: Building Fair and Inclusive AI

If your matching model learns from narrow datasets, it will start reflecting a narrow worldview. Users end up seeing the same “aesthetic bubbles”, such as indie coffee shop matching with indie coffee shop, missing the real diversity of human taste and expression.

Our Solution

We build fairness and cultural diversity into the system from day one.

• Curated and Inclusive Datasets: We fine-tune AI models on broad, balanced visual datasets that capture a range of aesthetics, cultural nuances, and artistic perspectives.
• Continuous Bias Testing: We regularly test and refine recommendation outputs to reduce bias and encourage authentic, serendipitous matches.

Mood-Board Dating App Beats the 5.2-Hour Swipe Cycle

Users might spend hours swiping, but still feel like they barely know anyone. Research shows that users on traditional dating apps spend about 5.2 hours a week just scrolling profiles. A mood board could let users see personality and intent in seconds through visuals and themes that their brains can process faster. 

It helps algorithms work smarter and make matching feel more human and efficient.

1. Reduced Superficial Scrolling 

Users are shown one photo, a few generic lines, and told to decide. It’s an information drought that pushes people to rely almost entirely on looks and recycled catchphrases (“Partner in crime,” anyone?).

The Mood-Board Fix: A mood board, a collage of songs, photos, quotes, and doodles, invites users into someone’s inner world. They don’t just see a person; they feel them. Humor, aesthetic, creativity, and emotional tone come through instantly. Users process rich, layered information in seconds. Browsing stops feeling like work and starts feeling like discovery.

2. Less Cognitive Overload

Scrolling through hundreds of near-identical profiles is mentally draining. It’s not the users’ fault; it’s cognitive overload. Their brains are processing repetitive, shallow data with almost no reward.

A mood-board feed flips that. Each profile is a small creative ecosystem, distinct and expressive. Users’ attention stays fresh because each one offers a new sensory pattern to decode. The experience feels more like wandering through an art gallery than slogging through a spreadsheet. It’s engaging, not exhausting.

3. Instant Conversation Starters 

Let’s be honest: “Hey, how’s it going?” is not the start of great romance.

• Swipe Opener: “Hey.”
• Mood-Board Opener: “You used a Boards of Canada track. Do you make music too?” or “That cat-in-a-spacesuit doodle made my day.”

Mood boards naturally spark specific, effortless conversation. They give users something real to respond to, something that breaks the ice with warmth and personality. Instead of small talk, users get instant resonance.

4. Matching by Aesthetic

Most dating apps match users using data points that barely matter, such as zip codes, vague “interests,” or demographics. The result is lots of technically compatible but emotionally flat matches.

A mood-board app’s algorithm is built around aesthetic and thematic alignment. Using AI, it can detect patterns in imagery, tone, color, and text that signal shared sensibilities. It curates profiles that feel right on a gut level, not just a statistical one. That means less time sifting through mismatches and more time connecting with people who actually share the users’ vibe.

Tools & APIs to Build a Mood-Board Dating App 

You could build it with a cross-platform framework that makes development faster and keeps the experience smooth for every user. The backend should handle data efficiently and support real-time updates, enabling users to interact without lag. You might also add smart matching and moderation features so the app can learn from behavior and stay safe at scale.

1. Core Development

This is the bedrock of your application. It includes what your users interact with and the server logic that powers it all.

Frontend (The User Experience)

React Native or Flutter: For a cost-effective and faster launch, cross-platform frameworks are ideal. They let you write code once and deploy it on both iOS and Android, ensuring a consistent experience for all your users from day one.

React Native has a large ecosystem and strong community support, while Flutter provides greater UI consistency and smoother performance. The right choice depends on your team’s skill set and development goals.

Backend (The Brain)

Node.js or Django (Python): This is where the main logic lives. Node.js is excellent for real-time features such as chat and notifications, while Django offers a “batteries-included” approach that speeds up backend development and enhances security. Both are proven options for scalable applications.

2. AI/ML & Moderation

This is your secret sauce and your shield. It is what makes the app both intelligent and safe.

Aesthetic Matching 

OpenAI CLIP / TensorFlow / PyTorch: These tools allow you to quantify a user’s “vibe.” Models like CLIP are pre-trained to understand the connection between images and text. They can turn mood boards into mathematical vectors, known as embeddings, that capture each user’s visual and emotional aesthetic.

Pinecone or FAISS (Vector Databases): Once these embeddings are created, they need to be stored in a database designed for similarity search. Pinecone and FAISS are optimized for finding users with closely related aesthetic vectors almost instantly.

Content Moderation 

Hive AI or Google Vision API: User-generated content requires strong moderation. These APIs automatically scan images, text, and stickers to detect nudity, hate symbols, or other inappropriate material before it reaches your community. A reliable moderation layer helps build trust and protects your brand from the start.

3. Database & Infrastructure

Your data includes user profiles, event details, relationships, and AI embeddings. Managing it effectively requires the right combination of tools.

Primary Data

PostgreSQL or MongoDB: For structured, transactional data such as user accounts, messages, and event details, PostgreSQL is a dependable relational database. MongoDB offers flexibility if your data models evolve quickly or vary across users.

Social Graph

Neo4j or RedisGraph: Social networks rely on connections, not just tables. Graph databases like Neo4j are ideal for understanding relationships between users, such as mutual friends or shared events. They make recommendations like “people you may like” easy to implement.

Media Storage and Delivery

AWS S3 + Amazon CloudFront: User-generated images and videos should not be hosted on your main server. AWS S3 offers scalable, secure storage, while CloudFront ensures fast delivery by caching media close to users around the world. Together, they make every mood board load instantly and reliably.

4. Integration and Monetization

These integrations elevate your app from functional to memorable and create sustainable revenue opportunities.

Experience Enhancers

Spotify API: Adding a “profile anthem” lets users express their personality through music. The Spotify API handles search, licensing, and embedding, giving users a way to connect emotionally through shared songs.

Mapbox or Google Maps API: Mapping and geolocation bring events and nearby matches to life. Mapbox offers deep customization and lower costs, while Google Maps provides world-class accuracy and user familiarity.

Revenue Drivers

Stripe or Razorpay: Whether you’re selling tickets to curated events or offering premium features, a secure payment gateway is essential. Stripe is ideal for global markets, while Razorpay is optimized for India and supports local payment options.

Conclusion

Mood-board dating apps like Sonder are changing how people connect by focusing on visual storytelling and authentic creativity. This approach moves beyond standard profiles and creates a space where users can express who they are through mood and design. 

For businesses, this model signals the future of social discovery where AI and aesthetics work together to form genuine communities. A development team like Idea Usher could help bring this vision to life by building AI-driven matching systems, real-time moderation tools, and dynamic event ecosystems that make the platform both engaging and secure.

Looking to Develop a Mood-Board Dating App like Sonder?

At IdeaUsher, we can help you build a mood-board dating app like Sonder with real technical depth. Our team of ex-MAANG developers has over 500,000 hours of coding experience and knows how to engineer complex, scalable systems. We will design a dynamic platform that blends AI-driven matching with smooth, interactive user experiences.

We’ll help you build an app that stands out by engineering:

• The “Vibe” Algorithm: Using advanced AI/ML and computer vision to match users based on aesthetic similarity, not just boring bios.
• A Seamless Canvas: A fluid, drag-and-drop profile editor that lets users express their true, creative selves.
• Scalable & Safe Architecture: A robust backend for real-time interactions and AI-powered moderation to protect your community.

Check out our latest projects and let’s transform your vision into a technically flawless reality.

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