A new wave of paid social clubs is spreading across UK cities, offering algorithmic matching to help people form friendships. These platforms, including PLY and Agora, aim to connect individuals through shared interests and real-world experiences, often charging a monthly fee.
Unlike free alternatives where members choose events, some paid platforms use algorithms to suggest which events a user should attend. Membership for services like PLY can start at £19.99 a month, with lower rates for longer commitments, while other clubs offer a mix of subscription and pay-per-event options.
Founders of these platforms suggest that paying for membership can indicate commitment to forming friendships. Some users, however, prefer the flexibility of paying per event, which they say encourages attendance without the pressure of a monthly fee. Some platforms, including PLY, offer a money-back guarantee if participants do not connect with anyone within a month.
The rise of these services comes amidst a decline in traditional "third spaces" and an increase in remote working, contributing to rising loneliness. According to the Office for National Statistics, 40% of adults aged 16 to 29 report feeling lonely "always, often or some of the time."