How Nova Matches Is Building the Most Intentional Dating App for Africans

It started with a simple dream: to create a dating platform where Africans, especially those in the diaspora could find love that feels like home. But before we even wrote a single line of code, we learned one of the biggest lessons about building a brand for Africans: you can’t solve a cultural problem without facing cultural resistance.

AN AFRICAN COUPLE IN DIASPORA

The Name That Almost Ended It Before It Began

When we first introduced ourselves to the world, we weren’t called Nova Matches.

We were EGBON, a name meant to symbolize guidance, family, and familiarity. It was deeply Nigerian, deeply cultural, and deeply intentional. But when we unveiled the name and logo on Twitter, the internet had other plans.

Some users loved the Yoruba roots. Others accused us of tribal bias. Feminists disliked the Male head logo, calling it ‘Misogynistic’. And within 24 hours, what was supposed to be a proud debut turned into a digital firestorm.

It was tough. But it was also necessary.

Because that backlash forced us to confront a bigger truth: our mission wasn’t just to connect Yoruba people. It was to connect Africans, from Lagos to London, Nairobi to New York. And to do that, we needed a name that reflected unity, not division.

So we rebranded. EGBON became Nova Matches, a fresh start with the same heart, but a much bigger purpose.

Building a Platform That Actually Understands Africans Abroad

Most dating apps weren’t built for Africans and definitely not for Africans abroad.

They don’t understand why family approval matters. They don’t get why faith, tradition, or shared values can make or break a relationship. They treat dating like a numbers game when, for many Africans, it’s about building a future.

We decided to build something different.

At Nova Matches, we’re not focused on endless swipes or quick flings. We’re creating meaningful matches based on three core pillars:

• Shared interests: Because real conversations start with common ground.

• Proximity-based connections: So love isn’t stuck behind screens, it’s possible in real life.

• Cultural alignment: Because you shouldn’t have to explain why meeting your mum means everything.

Whether you’re a Nigerian engineer in Berlin, a Kenyan student in Toronto, or a Ghanaian entrepreneur in London, Nova Matches is built to make love feel less foreign and more familiar.

The Roadblocks That Made Us Better

The name controversy wasn’t the only challenge we faced. Building a matchmaking platform that truly understands Africans meant questioning everything: How do we make sure proximity matches are accurate? How do we prioritize compatibility without losing authenticity? How do we make a product that feels modern but still respects tradition? There were times we felt stuck. But every obstacle forced us to innovate.

The result is a platform that doesn’t just connect people, it understands them. A platform that respects culture without being boxed in by it. And one that bridges the gap between modern dating and African values.

AFRICAN COUPLE ON A DATE

Guerrilla Marketing: Our Secret Weapon

We know building the best matchmaking platform isn’t enough, people need to know it exists. And traditional marketing won’t cut it.

That’s why we’re taking a bold approach: guerrilla marketing. Instead of relying on ads alone, we’re bringing Nova Matches directly to our community,  from personalized invitations to cultural events to partnerships with diaspora associations.

We’re building a movement, not just an app.

Some of our earliest supporters have already received personal invites to join the waitlist. And if you haven’t yet, maybe it’s because we’re saving a spot for you.

The Future of African Dating Starts Here

We’re not just launching another dating app. We’re building a space where Africans, wherever they are, can connect with people who understand their journey, share their values, and want the same things.

Nova Matches was born from challenges, shaped by feedback, and driven by the belief that Africans deserve more than superficial connections.

And now, we’re on a mission to make love intentional again. 

We’re currently building our first 1000 user waitlist before launch, and some of those users are already receiving personalized invitations to join.

If you want to experience that future and maybe even receive your own exclusive invite, send us an email at support@novamatches.com and secure your spot before launch.