From swiping to swabbing

Houston DNA-based dating app expands nationwide, launches next funding round

Pheramor takes users' DNA and social media habits and matches them with compatible partners. Courtesy of Pheramor

Houston singles can find their perfect match — even if it's someone across the country. Houston-based Pheramor — a DNA-based dating app — is available for download in every state.

Brittany Barreto, Pheramor's co-founder and CEO, has a PhD in genetics from Baylor College of Medicine. She first had the idea in a genetics seminar when she was 18 and in college, but that was almost 10 years ago, and the market wasn't ready. Now, she says singles have swipe fatigue from the existing and ineffective dating apps, and it's also relatively normal now to send your spit in the mail thanks to 23AndMe.

Pheramor users download the app and request a test kit. After a few cheek swabs, they send it back to Barreto and her team and they identify 11 immune system genes and upload the data to the user's profile. The app then compares the genes to other users to give a compatibility score.

"The science behind attraction based on your DNA is that people are attracted to one another when their immune systems are different — opposites attract is biologically true," Barreto says. "When we were cavewomen and cavemen, we didn't know who was our uncle and who was our cousin, so we used our nose to figure out who is genetically diverse compared to us. If you're genetically diverse, then you're probably not my relative, and therefore we'd have healthier children."

Pheramor also calculates a social score based on a questionnaire or a data mine of a user's social media. The overall compatibility score uses both the DNA and social compatibility scores.

The app launched in Houston in March to a great reception of local singles, but, a few months later, Barreto realized nothing was holding them back from expanding nationwide.

"We surveyed our user base and asked them if they had highly compatible numbers with someone in, say, Chicago, would they want to know," Barreto says. "And something like 89 percent said yes."

Pheramor users are usually between 28 and 38, have good paying jobs, and are seeing commitment, Barreto says. Most of them travel around a lot already.

"We opened it up on September 7, and in 30 days we saw over 50 percent growth in our user base."

The company has zeroed in on a few key metros where advertising dollars go a long way for generating user downloads; Boston, New York, San Francisco, Los Angeles, and Miami have all been great markets for Pheramor.

With the user base growing, Barreto is focused on growing her team. Pheramor's current round of funding launched November 1, and with the capital raised, she hopes to be able to make the team's CFO and chief marketing officer both full time.

Pheramor is also working on using its custom algorithm as a resource to other existing dating services worldwide as well as for couples who want to see their compatibility score with their current partners.

"A long-term goal that's coming to fruition a lot faster than I thought is Pheramor being a leader in genetic testing for romance," Barreto says.

Science of love

Karla Martin/Pheramor

Pheramor CEO and co-founder, Brittany Barreto, first thought of a DNA-based dating company when she was in undergraduate student studying biology. The idea stuck with her as she went through her genetics doctoral program at Baylor College of Medicine.

The Cannon is expecting to open by the end of next month. Courtesy of The Cannon

If all goes according to plan, The Cannon's new space will be up and running by the end of June. The bulk of the construction, which started a little over a year ago, is done, and the team is on the home stretch.

The original plan was to open in March, but construction faced a series of setbacks due to weather.

"Houston's rainy winter pushed back our initial timeline a bit, but we are currently on track for opening late next month and are excited to get our amazing community moved into our brand new home," says Lawson Gow, founder and CEO of The Cannon. "We can't wait to show off our space to Houston's entrepreneurial community through events, programming, new partnerships and more, continuing in our mission to support Houston's startups and small businesses."

Two Houston-based companies are responsible for the 120,000-square-foot, 32-acre coworking and entrepreneurship campus in West Houston — Burton Construction is the general contractor and Abel Design Group is the architect.

The new space is already 80 percent pre-leased. Currently, The Cannon has a 20,000-square-foot space next door to the construction site. While companies working out of this so-called "waiting room" building will be moving over, Gow, who is the son of InnovationMap's CEO, is excited to announce a few new startups excited to call The Cannon home next month.

The goal of The Cannon's project is to fulfill a need Gow says he recognized in Houston.

"The problem that we're addressing — every startup is addressing a problem — is Houston has really struggled to develop vibrant startup communities," Gow tells InnovationMap in a previous interview. "Entrepreneurs and talent will leave to go to Austin and beyond, and so the mission was to create a place and an infrastructure and a density of resources to prevent them from having to do that and keep our entrepreneurs here."

The new space will allow Gow and his team to host pitch events and even live fundraising events, due to a partnership with LetsLaunch.

Progress

Courtesy of The Cannon

The Cannon's construction delays were mostly due to a rainy season in Houston.

Take a video tour of The Cannon here:

The Cannon Flythrough www.youtube.com