Want real advice? Now your friends can give it to you anonymously

In today's tech climate, social networks aren’t exactly revolutionary.

 

Whether you’re on Facebook, Instagram, Snapchat or any of the other hundreds of networks available, it’s no secret these networks are becoming less personal and less niche.

 

At least, that’s what Kate Niederhoffer thought. When she began having children and noticed she was becoming more distant from friends, she was excited about the ability to stay connected with them online. But the more she leaned on social networks, the less useful they seemed. As a social psychologist, she knew she wasn’t getting the genuine human connection she craved.

 

“I was so excited when social media came out because I felt like this was really social psychology in everyone’s pocket,” Niederhoffer said. “But then I realized that wasn’t the case. Even with more and more connections and more knowledge of our friends and what they were doing, we weren’t able to connect in a really strong way.”

 

A two-time entrepreneur (she previously founded a boutique research and consulting firm as well as a social business advisory firm), she immediately began formulating her next venture to solve her problem. 

 

That was back in 2013. Fast-forward to this past January, and , an anonymous social network focused on advice and problem solving, officially launched out of a six-month beta. The app allows users to connect with friends — much like any other social network — but also opens them up to the larger Sooth community. When the user seeks advice, they can post it to a general stream or to specific groups of friends. In turn, friends and experts in those groups leave their advice anonymously. 

Users also have access to a group of experts — social psychologists working with Niederhoffer to elevate the quality of content coming through the app. Specializing in areas like relationships or professional development, these users will contribute expert advice and monitor comments that may be inappropriate or spam. 

 

“It isn’t just about confessing what’s going on in your life,” she said. “It’s really geared toward productivity and telling people the options you’re weighing and what you’re mulling over and getting other’s advice.”

 

Those social psychologists will eventually turn into part of the app’s revenue stream, where users can pay to get more curated advice, she said. 

 

The Austin-based app is focusing on user acquisition in 2016 and will continue bootstrapping for as long as they can. Niederhoffer credits Austin as an integral part of the success they’ve had so far. 

 

“Austin is uniquely supportive of creative ideas," she said. "People have a genuine interest in helping others.”

 

Niederhoffer is speaking at SXSW next month, leading a discussion on social science, advice giving and how that translates into your business.