Affemity: Relationship Coach

What it does

Affemity is a mobile coach designed to help women improve their relationships and dating lives. The app provides personalized educational plans based on an extensive initial quiz, covering topics from communication to self-confidence. Key features include an AI messaging assistant to help craft texts, a library of courses and articles, access to human coaches, and a private community for peer support.

Where it shines

Affemity excels at creating a deeply personalized onboarding experience that builds significant user investment. The quiz, while long, feels purposeful and culminates in an interactive "plan building" screen (02:22) that keeps users engaged. The standout moment is the "Before & After" forecast (02:39), which brilliantly visualizes the app's value proposition by showing projected improvements in the user's communication and confidence levels. This makes the promised outcome feel tangible before the user ever sees a paywall.

UX highlights

Interactive Loading: Instead of a generic spinner, the app uses a multi-stage loading screen with progress bars and micro-questions (02:22), making a long wait feel productive and collaborative.
Value Forecasting: The "Your Plan is 100% Ready!" screen (02:39) uses simple progress bars to show a clear 'before' and 'after' state, effectively selling the transformation, not just the features.
Guided Onboarding Tour: After signup, a clear, multi-step modal (03:42) walks the user through the app's five core features, ensuring they understand where to find value immediately.
Embedded Social Proof: Testimonials and star ratings are integrated directly into the plan-building animation, building trust organically without breaking the flow.
Clean Dashboard: The main home screen (04:19) is well-organized, leading with a personal affirmation and offering clear pathways to content quizzes and topic exploration.
Consistent Design Language: The app maintains a calm, elegant aesthetic with a soft color palette and clean typography, reinforcing its role as a supportive coach.

Monetization & growth

The app uses a soft paywall strategy. After completing the extensive onboarding, the user is required to create an account and is then presented with a subscription screen to unlock their plan (03:02). The paywall offers three plans (1 week, 1 month, 3 months) and highlights savings on longer-term options. If the user dismisses this initial paywall, the app cleverly presents a contextual, discounted offer later on. For instance, when the user tries the AI messaging assistant, a premium feature, a new paywall appears with a "10% Off" special offer (04:13), targeting them at a moment of high intent.

Who it’s for

Affemity is clearly targeted at women who are seeking to understand and improve their romantic relationships. The language, quiz questions, and content topics are all geared towards addressing common challenges in dating and partnership from a female perspective. It's for users who are willing to invest time in a detailed self-assessment and are looking for structured guidance, expert advice, and a supportive community.

Notes & opportunities

The onboarding, while effective at building investment, is very long and may be a point of friction for users seeking a quicker start. The immediate, back-to-back system permission prompts for notifications and tracking at the very start (00:00) could be off-putting; using warm-up screens might improve opt-in rates. Finally, the app shows an error message at 07:21, which detracts from the otherwise polished experience.