HoopFrog Inc.
Our story and values
Our Story
Built in Alberta,
for the world
HoopFrog Inc. was founded with a simple conviction: the world doesn't need another app designed to keep you swiping. It needs a platform designed to help you stop.
HoopFrog Inc. was founded in Calgary, Alberta, and is now headquartered in St. Albert. We are a small, focused team committed to craftsmanship over growth-hacking.
HoopFrog is federally incorporated, holds a registered Canadian trademark, and follows the privacy laws of each market we serve, starting with PIPEDA and Alberta's PIPA.
Timeline
HoopFrog Inc. was founded in Calgary, Alberta, and incorporated federally in Canada.
Four early versions of HoopFrog were developed and retired while the product, safety systems and user experience were refined.
HoopFrog Inc. moved its headquarters to St. Albert, Alberta.
HoopFrog v5 launched on the web in seven languages.
DateSteady launched for people dating after 50.
HoopFrog and DateSteady were released on Google Play for Android.
What We Stand For
Principles we don't compromise on
Every product decision at HoopFrog Inc. runs through these filters first.
Privacy by Design
Data is encrypted in transit. Messages, voice notes and backups are also encrypted at rest, and we never sell your data. Biometric consent flows and PIPEDA, GDPR, and UK GDPR alignment are built in, not bolted on.
Radical Honesty
Optional live selfie checks, public 0-100 Trust Scores, and friend vouches give members more to go on when deciding who to trust. We don't create profiles to fill the app.
Canadian Through and Through
Built in Alberta. Serving Canadians first. Our servers and member database are in Canada. Some services we rely on, such as photo safety checks, email and text delivery, and encrypted backups, run outside Canada under contract safeguards. Our privacy policy lists each one. Built to PIPEDA and PIPA.
Long-Term Thinking
We build for retention through value, not addiction. No swiping mechanics, anti-ghosting by design, and a daily time reminder: we want people to find what they are looking for and log off happy.
Safety First, Always
Known-CSAM hash checks, human moderation, continuous scam detection, and direct reporting to child-protection authorities. Safety is an engineering discipline, not a marketing line.
Built for Everyone
Seven languages and a platform designed for real diversity. We design to WCAG 2.1 AA and fix barriers you report. We welcome everyone who's serious about connection.
People & Inclusion
Inclusion, by design
HoopFrog exists to help people connect with dignity. The same belief shapes how we build our team. We are committed to a fair, inclusive and representative workplace, and to treating inclusion as something we design in from the start, not a box we tick.
Belonging
We want every person on our team, and every member on our platform, to feel respected, safe to speak up, and able to thrive.
Fair doors
We hire on merit with structured, skills-based, bias-aware processes. Adjustments are welcome at every stage, just ask.
Respect
A core value, not a poster. It guides how we work together and how we design for our members.
Reflecting our members
We aim for a team that reflects the diversity of the people we serve, at every level as we grow.
Honest and accountable
We hold ourselves to clear commitments, measure how we are doing, and speak openly about our progress and the work still ahead.
We are an early-stage company, so we would rather make honest commitments we keep than claims we cannot. This is where we stand today and what we are building toward.