Scott Avy is not an ageist. He’s just trying to limit the age range for people who can use his new social media product, which is fittingly called Limit App.
Limit App is aimed at people between the ages of 18 and 25, looking to share photos or videos without the scrutiny of anyone who happens to be outside of that targeted demographic. Instead of a secret Instagram account to keep mom from peeping on your social life, Limit locks mom out.
“The purpose isn’t to discriminate against anyone, but instead to provide a space where you, as a young adult, have the opportunity to make mistakes and fall without hearing back, ‘You’re a stupid millennial’ or whatever it is,” Avy said. “And you’re able to actually grow with your tribe during that phase.”
Tech and apps background: Avy, who grew up in Olympia, Wash., has always been passionate about tech and startups. He’s the founder a few different ventures and he spent time at Expedia and then at Nike, where he worked on the sneaker giant’s app. He’s currently a senior product manager at Indeed, the job listings website, and he moved back to Seattle from Austin during the pandemic to work remotely. Working with two developer friends, Avy is self funding Limit App and launched on iOS and Android last month.
New approach for social: Avy was on Instagram and Facebook and assorted dating apps, but he saw the opportunity to approach social differently. When Facebook launched, it was only available on college campuses and access was limited to those who attended a certain college. In his view, Facebook became too big, and ultimately a subpar experience, because it tried to cater to everyone.
How it works: Limit App guarantees no fake accounts so that the olds don’t mix with the youngs. It uses a secure ID and age verification process, and when a user turns 26, that’s the end of the road on the app. That user has 30 days to download any content worth saving before losing access to Limit. The app is free with no fees or ads.
Beyond age 25: Avy isn’t too bent out of shape about luring users, getting them attached to his product and then casting them off. He’s adamant that Limit will never broaden the 18-25 range on this particular product. He says there are plenty of other platforms where users can head for that next phase of life. And Avy does admit that Limit is already thinking about future products — like Limit 26-35 and so on to appeal to the changing interests of changing demos.
Aged out of his own product: “It is a funny question I get — ‘you can’t even use your app?’” Avy said. “I’m 29. So, it’s not built for me. But you can always build things for other people, right?”
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