Would you pay £20 a month for the chance of making a friend, on the understanding that an algorithm – not you – gets to decide who you’ll meet? Driven by the decline of “third spaces” such as youth centres and pubs, an increase in remote working and rising loneliness – 40% of adults aged 16 to 29 feel lonely “always, often or some of the time”, according to the Office for National Statistics – paid social events are now in vogue. Into this gap has stepped a new wave of what are effectively paid social clubs.
The mechanics are fairly simple: platforms such as PLY (it stands for People Like You) and Agora match people using information such as their interests, lifestyle habits and profession. Then, typically, an algorithm decides which events a user should attend, as opposed to free alternatives, such as the Meetup platform, that leave that choice with members. The ideal outcome for participants is showing up, making some new connections and leaving with plans to meet up again.
But as these clubs spread across UK cities – typically charging from nothing at all to £20 a month – the question for anyone considering joining, is the same as you would ask about any subscription: what are you actually paying for, and is it worth it? At PLY, memberships tend to start at £19.99 a month, giving members access to exclusive events and discounts with other businesses, falling to about £9.99 a month for longer commitments. On average, she says, it takes three events “to find your person”.
Other clubs offer a mix of pay-as-you-go and subscription options. This is Agora’s model as it makes things more accessible, argues its founder, Sahil Shirazee. In the two years since its launch, the club has hosted more than 300 events and claims to have helped form hundreds of friendships.
For some of those looking to make new friends, flexibility is important. Paying per event “encourages me to go if I’ve paid for it” while leaving her free to not attend those that aren’t of interest to her. Johnson says that “what really surprised me was I got more than expected”.
She highlights a recent brunch event that included things such as a take-home goodie bag. She has since signed up for a pottery event. Not everyone is convinced that paying for friendship is something to celebrate.
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