Chapter 2 Dating Ltd, the niche dating app for bereaved partners founded by entrepreneur Nicky Wake, has acquired the white-label dating and social app platform it has been using since its launch in 2022.
The purchase of M14 secures ownership of the technology behind Wake’s own apps, Soberlove, Chapter 2 Dating and Widows Fire.
The M14 platform first came to prominence in 2017 when its original founder, John Kershaw, appeared on BBC’s Dragons’ Den to pitch his vision for a scalable white-label dating and social app business. In 2022, it was acquired by dating industry veteran Steve Pammenter, co-founder of Venntro Media Group, which he left in 2021 after growing it into a £50m turnover company through white-labelling and partnerships.
The technology distinguishes itself from competitors by offering not only white-label websites but also fully functioning apps available in app stores. It provides subscription-based revenue sharing for partners, streamlined admin dashboards and a simple, user-friendly interface that prioritises ease of use over feature clutter.
The sale comes at a pivotal moment for Pammenter, who will now concentrate on the continued growth of Gaydar, a legacy LGBTQ+ dating brand with millions of users and more than 25 years in the industry, and the latest addition to his portfolio Highlife Media, a fast-growing content business with multimillion-dollar turnover.
Wake said: “We’ve been using this platform since launching in September 2022 and it has been instrumental in establishing our brand. When the opportunity arose to purchase it, it was a natural step forward. Owning the platform gives us greater control, improves profitability, allows us to develop new features, and provides flexibility around membership structures and pricing.”
Pammenter added: “The timing is perfect so I can concentrate on my separate businesses, Gaydar and Highlife Media, which present a huge opportunity. Dating app GaydarGirls will remain a strategic partner on the platform. Passing the platform on to Nicky and Chapter 2 Dating Ltd ensures it continues to thrive in the hands of someone who has been an integral strategic partner from the start.”
