Nicky Wake is a multi-award-winning entrepreneur, TEDx speaker, and media commentator regularly featured in The Guardian, Daily Mail, OK!, Hello!, Women’s Health, and more. She is the founder of Chapter 2 Dating Ltd, a platform of niche dating apps including Chapter2Dating.app and WidowsFire.dating for widows and widowers, and SoberLove.app for the sober and sober-curious, which together serve over 20,000 members across the UK, USA, Canada and Australia.
Nicky’s entrepreneurial journey is inseparable from her personal one. In 2017 her husband, Andy, suffered a catastrophic heart attack that left him with severe brain injuries, and after three years in care he passed away in 2020. Overnight, she became a solo parent to their teenage son while confronting her own struggles with high-functioning alcoholism, a battle she has since overcome. Drawing on these experiences, Nicky has turned grief and recovery into purpose, creating platforms that offer connection, support, and empowerment to others navigating loss or life-changing challenges.
In addition, Nicky is the founder of Don’t Panic Projects Ltd, a global events company delivering B2B awards shows for the digital, tech, and creative industries. Over 20 years, the company has grown to a team of 22 and turns over nearly £3 million annually. She has also launched two not-for-profit organisations, The Widowed Collective CIC and SoberAF CIC, providing peer-to-peer support for widows and those exploring sobriety. Nicky has successfully raised over £300k for Chapter 2 Dating Ltd and expanded her apps internationally, all while balancing the demands of solo parenting and multiple ventures.
Nicky took time out to answer our Q&A and share some of her experience and top tips with Prowess readers.
About the business
I am the founder of Chapter 2 Dating Ltd, a dating app platform for niche communities. Our brands include Chapter2Dating.app and WidowsFire.dating for widows and widowers, and SoberLove.app for the sober and sober-curious. These apps were created from my own experiences of dating after being widowed and my struggle with alcoholism caused through grief.
We have recently launched a white-label solution for other entrepreneurs who may wish to create their own niche dating apps, offering design, build, fundraising, marketing & PR advice, and ongoing mentorship. Chapter 2 Dating Ltd’s three brands have over 20,000 members and operate across the UK, USA, Canada and Australia. The business launched in September 2022 and is headquartered in the UK.
Why did you start your business?
I wanted to solve a genuine problem, the complexities of dating as a widow and the challenges of dating sober. I also needed a personal outlet, a new reason for living in the midst of grief, and so I turned pain into purpose by creating a mission-driven business to help others find hope and joy.
What are your values and what role do they play in the business?
I try to live by a simple motto, “Work hard and be nice to people”, which is even displayed on a poster in our office. I place community at the heart of everything I do, whether live events, dating apps or peer-to-peer support services, and strive for inclusivity, support and a welcoming environment in every project.
What have been the high points?
- Celebrating 20 years at Don’t Panic Projects and planning succession there
- Reaching 20,000 members on Chapter 2 Dating Ltd
- Launching Chapter2Dating.app & WidowsFire.dating in the USA (now 50% of our audience)
- Launching our latest app, SoberLove.app
- Raising over £300k in investment
Toughest challenges?
Raising funding and awareness were the biggest challenges. I have been supported by a non-executive director and a fractional FD and worked with three PR agencies who secured exceptional media coverage, sharing my personal story nationally.
How have you financed your new ventures?
I have undertaken four fundraising rounds and am currently seeking a final £25k in this round.
What marketing approach has worked best for you?
Meta advertising across Facebook and Instagram works very well for user acquisition. PR has been an exceptional channel for raising awareness.
How have you used technology?
We recently acquired the technology the apps sit on. This allows us to launch more niche dating brands ourselves and offer a white-label solution to other entrepreneurs.
Where do you get support?
I get support from my board of investors, some of whom act as mentors, as well as my non-executive director and fractional FD.
Who inspires you?
I’m inspired by Mel Robbins, for her actionable insights, and Whitney Wolfe Herd, founder and CEO of Bumble, for leading innovation in the dating industry as a woman founder.
What are your future plans?
We hope to double membership across our platforms in the next twelve months, launch a casual dating brand called SoberFun.app, and secure three new clients for our white-label platform service.
Three things you have learned?
- The power of PR in launching and building brands
- Never underestimate the funding required to launch a brand
- Leverage your network for introductions to potential investors
Your best piece of advice?
Create a business that solves a genuine problem and build a brand with authenticity.
To find out more about Nicky Wake and her work, please visit www.nickywake.com and explore www.chapter2dating.app, www.widowsfire.dating, www.soberlove.app, www.dontpanicprojects.com, www.thewidowedcollective.com and www.soberaf.club