Everything we automated with We Optimize

When we launched Purple, we did almost everything by hand. Checking profiles, nudging people who hadn't finished signing up, pulling numbers into a spreadsheet on Sunday nights, comparing ad results from one platform to the next…

That works when there are a few hundred of you. Much less when there are thousands.

So we brought in We Optimize, a company based in Liège that helps businesses automate manual tasks and keep better track of their numbers. Today, we're opening the doors.

The problem: time spent on what nobody sees

An app like Purple isn't just what you see on your screen. Behind it, there are dozens of small, repetitive tasks:

• knowing who signed up but never finished their profile;
• letting each member know when her identity has been verified;
• tracking what our ad campaigns on Instagram, TikTok and Google actually bring in;
• keeping an eye on reports, store reviews, sign-ups by city…

Each one takes a few minutes. Added up, that's hours every week. Hours we'd rather spend improving the app and organising meetups.

Emails that land at the right moment

Profile started but not finished

You created your account, then life got in the way? That's normal, and it happens to a lot of you.

Now, if a profile stays incomplete, an email goes out automatically to remind you what's missing: a photo, a few interests, a bio. Not a generic message, but a reminder based on where you stopped. If you still don't finish, a second reminder follows a few days later. Then we leave you alone, promise.

Your identity is verified

Safety is the foundation of Purple. Every account is manually checked by our team to make sure there are only women on the app.

That check stays human, and that won't change. But everything around it is now automated: as soon as a profile is approved, you get an email (and a notification) telling you you're good to go, with a few tips to get started. If something's blocking, say a blurry photo, you get a clear message explaining what to do, instead of waiting without knowing.

The other little emails that make a difference

• A step-by-step welcome: during your first days, a few emails to discover the wheel, quests, voice notes and meetups, at your own pace.
• A match with no reply: a gentle nudge when a conversation hasn't started yet.
• A meetup near you: when a meetup is published in your city, members nearby are notified.
• We haven't seen you in a while: a soft message showing what's changed since your last visit, without pushing.

For the team: less copy-paste, more time for you

Automations aren't just for writing to you. They help us work better too:

• The verification queue: new accounts to verify land in a sorted list, with an alert when the wait gets too long. The goal: nobody waits days before being able to use the app.
• Reports: every report reaches the team immediately, sorted by urgency, instead of being spotted by chance.
• Store reviews: new App Store and Play Store reviews come straight to us, so we can reply quickly, to compliments and criticism alike.
• Partners: when a venue offers to host a meetup, the request is recorded and followed up automatically, instead of getting lost in an inbox.

The dashboard: our real numbers, in real time

This is probably our favourite automation. No more Sunday-night spreadsheet: We Optimize built us a dashboard that brings all our numbers together in one place, updated continuously.

What we track in the app

• sign-ups, day by day and city by city;
• the share of completed profiles and verified accounts;
• matches, messages and voice notes exchanged;
• meetups created and how many people join;
• how many of you come back after a week, then after a month.

What we track on the ads side

Before, every ad platform had its own dashboard, with its own numbers. Comparing them simply was impossible.

Now, spend and results from our Meta (Instagram and Facebook), TikTok and Google campaigns flow automatically into the same dashboard. For each campaign, we see:

• how much it cost;
• how many downloads and sign-ups it generated;
• the real cost per sign-up, and above all per verified profile;
• the cities where it works best.

That last point changes everything. An ad that brings lots of downloads but few completed profiles isn't worth the same as one that brings fewer people, but truly motivated ones. With this tracking, we know where to put our budget, and where to stop.

The Monday morning report

Every Monday, a summary of the week lands in our inbox automatically: key numbers, what went up, what went down, and which campaigns to watch. Five minutes of reading instead of an evening of calculations.

What will never be automated

We want to be clear about this: automation is there to free up our time, not to replace people where they matter.

Profile verification is still done by a person. Reports are handled by the team. Meetups are organised by real women, for real connections. And if you write to us, one of us replies.

Why we're telling you all this

Because Purple is a small team, and we love showing you how we work. Every hour saved on a repetitive task is one more hour to improve the app, prepare the next features and grow the community.

And if you run a business that's drowning in manual tasks, take a look at We Optimize. They might save you as much time as they saved us 💜