HerWay takes the "Sadie Hawkins" approach to online dating by placing women in charge of initiating a connection, thereby providing unprecedented privacy during the long search for the elusive Mr. Right.
"It is at least five times more likely that online daters will successfully connect when a woman initiates contact," HerWay CEO Chris Dunn told TG Daily in an e-mailed statement.
"So, by letting women make the initial connection with their potential suitors, HerWay creates an environment where women's intuition rules and connections therefore have a much better chance of turning into love."
According to Dunn, the HerWay concept is "mutually beneficial" as it also "relieves men" of the pressure of having to compete for a woman's attention.
"For the 40 million singles currently dating online, the process can be frustrating at best. [Take] other [more traditional] sites like Match.com, [where] women are inundated with unsolicited messages from men competing for their attention.
"[This] makes them stop checking their messages and, in turn, frustrates the men because of the lack of responses. [Such a] dating environment overwhelms both sexes to the point that many simply give up on online dating. These issues are exactly what HerWay aims to solve."