IRLY
In short: IRLY is a personality-first dating app aimed at Gen Z, founded in Vancouver through the University of British Columbia's entrepreneurship programme. Its founders are Connor Rose and Laura Rollock. In February 2026 it was acquired by Swiss dating group DUA AG in an all-cash asset sale with undisclosed terms. DII covers the deal as European consolidation of Gen Z dating brands.
Key facts
| Type | Dating app |
|---|---|
| Headquarters | Vancouver, Canada |
| Status | Acquired |
| Founders | Connor Rose, Cameron Dallas |
| Acquisition | Acquired by DUA AG in an all-cash asset sale; financial terms not disclosed [Global Dating Insights, February 2026] |
| Founder | Founded by Connor Rose and Laura Rollock; internet personality Cameron Dallas is described as a co-founder and early backer [Vantech Journal, February 2026] |
| Fact | Launched from Vancouver while Connor Rose studied at the University of British Columbia, through the entrepreneurship@UBC programme [Vantech Journal, February 2026] |
| Fact | Targets Gen Z users with personality-based profiles, conversation prompts and profile games rather than photo-first matching [Global Dating Insights, February 2026] |
| Owner | DUA AG, a Switzerland-based company operating several dating platforms across Europe, owns IRLY following the acquisition [Vantech Journal, February 2026] |
About IRLY
IRLY is a dating app for Gen Z that puts personality ahead of photos. It uses conversation prompts, profile games and compatibility signals instead of photo-first profiles. Co-founder Connor Rose described the problem it targets as dating app misrepresentation in a 2022 interview. The app was founded in Vancouver, Canada, while Rose was studying at the University of British Columbia, through the entrepreneurship@UBC programme.
The founders are Connor Rose and Laura Rollock. The internet personality Cameron Dallas is described in coverage as a co-founder and early backer.
In February 2026 IRLY was acquired by DUA AG, a Switzerland-based company that operates several dating brands across Europe. The deal was an all-cash asset sale, and financial terms were not disclosed. DUA AG has built a portfolio of niche, youth-oriented dating brands and acquired the crossed-paths app Spotted in 2022. Rose called the sale a natural next step and said DUA AG brings scale, infrastructure and long-term vision. No immediate changes to the app's user experience or branding were announced. Dating Industry Insights has questioned the logic of the acquisition and covers it as part of European operators consolidating smaller Gen Z dating apps.
Timeline
Deals
| Date | Type | Parties | Value |
|---|---|---|---|
| 13 February 2026 | Acquisition | IRLY: DUA AG | Not disclosed |
Stories about IRLY
- DUA AG Bought IRLY. The Acquisition Logic Raises More Questions Than It Answers.
DUA AG has acquired Vancouver dating app IRLY in an undisclosed all-cash deal, its second purchase after Spotted in 2022. IRLY gave no user or revenue data.
Also mentioned in
Questions about IRLY
Who owns IRLY?
IRLY was acquired by DUA AG, a Switzerland-based dating group, in February 2026 in an all-cash asset sale.
Who founded IRLY?
Connor Rose and Laura Rollock founded IRLY in Vancouver. Cameron Dallas is described as a co-founder and early backer.
What is IRLY?
IRLY is a Gen Z dating app built around personality, using conversation prompts and profile games instead of photo-first profiles.
Where is IRLY based?
IRLY is based in Vancouver, Canada.
What is IRLY's latest deal?
Acquisition: DUA AG, 13 February 2026.