Zeeën has launched its social discovery app in the United States to help users find nearby people with shared interests.
Available on iOS and Android, the app focuses on friendship, community and networking rather than dating. Users can view nearby profiles, see common interests and send a digital greeting known as a Wave before starting a private chat if the greeting is returned.
The launch comes as social isolation remains a widely reported issue in the US. A national survey cited by the company found that 54% of US adults experience feelings of isolation at least some of the time, while half said they felt left out or lacked companionship.
Zeeën says its platform is designed around real-world encounters rather than follower networks or content feeds. Profiles appear from closest to furthest away, but the app does not reveal a user's exact location on a live map.
Users can choose when they are visible, decide which social accounts to share and block or report others. The app also lets them link to services including Instagram, TikTok and LinkedIn.
Justin Mackay, Co-Founder of Zeeën, said the idea came from a gap between online connectivity and local social awareness.
"Social media makes it incredibly easy to connect with someone on the other side of the world, yet we can know almost nothing about the interesting people in our own communities who might share our interests.
The idea was to give people some context before that first interaction. If you can see that somebody nearby also runs, has a dog, follows the same sport or shares another interest, they no longer feel like a complete stranger but someone who is genuinely like-minded.
Most social platforms are built around people we already know, people we follow or content we're shown. We think there's an opportunity for the next evolution of social media to help people discover new connections too.
The app provides the accessibility and familiarity of digital technology, but the objective is still human connection in the real world," Mackay said.
Early data
Early figures from the platform suggest users often encounter other members in daily life. Around one in three active users had crossed paths with another active user, according to the company, while viewed profiles shared an average of 59% of interests, compared with 35% expected by chance.
The US rollout follows an Australian pilot that attracted thousands of registered users within weeks. Zeeën offers the app as a free download with optional paid features.
Registered Psychologist Sara Chatwin said many adults find it hard to form new friendships once they leave structured settings such as school or university.
"For many adults, making new friends can be surprisingly difficult. Once we leave school or university, some of the environments where relationships traditionally formed naturally disappear, and approaching a complete stranger can feel uncomfortable or socially risky," Chatwin said.
She said uncertainty in a first conversation can discourage people from approaching someone they do not know.
"One of the hardest parts of meeting someone new is getting through that 'tell me about yourself' stage, which a lot of people dread. If you already know you have something in common, some of that awkwardness is removed and the interaction can start from a more comfortable place.
Finding people with whom you share interests can create an immediate sense of inclusion and validation. That feeling of belonging can be particularly important for somebody who has moved to a new city or country and does not yet have an established social network," Chatwin said.
Mackay said the company does not want the app to replace face-to-face encounters.
"A lot of existing social platforms are built around people you already know, people you follow or content you consume.
We see Zeeën as the next evolution of social media. We're turning that idea outward, helping people discover new people in their wider community, find what they have in common and actually start a conversation.
The aim is not to replace real-world interaction. It is to make that first step less random and potentially less awkward," Mackay said.