Online Dating Vertical Launch -Identity Verification for Veriff

Role

Marketing Manager / Writer / Strategist

Company

Veriff

Deliverable

End-to-end product marketing launch targeting online dating platforms

The Challenge

With the rise of trust & safety issues in the online dating space — catfishing, bots, and underage users — Veriff identified dating platforms as a high-potential growth vertical. The challenge was to position our identity verification solutions specifically for this market, speak directly to the unique pain points, and drive qualified leads through a tailored landing page experience.

Veriff logo with stylized 'V' and 'N' in teal.
Illustration of a woman sitting on the floor using her phone, with a large smartphone screen showing a dating app profile and icons for like, dislike, and chat. Additional icons and graphics include a potted plant, a virtual ID card, and symbols indicating age and identity.

Strategy & Approach

Audience definition: Researched and defined ICP (product managers, trust & safety leads, CTOs at dating platforms)

Messaging framework: Built benefit-led messaging aligned to dating-specific pain points: safety, user trust, advertiser satisfaction

Positioning: Framed Veriff as a trust enabler, not just a security tool

Content plan: Developed messaging architecture and page copy for each pain point and corresponding product (e.g., Age Estimation, Biometric Auth)

Cross-team collaboration: Partnered with Product, Design, and Growth to ensure accuracy, compliance, and CRO best practices

Screenshot of a verification app showing a driver's license for Daniel Jones, with approval for Amy Jacobsen, and a thank you message from Veriff indicating successful verification data submission.

The Execution

  • Wrote marketing brief based on multi-prong research that launch was based on

  • Wrote all page copy and value props for the landing page

  • Developed headline structure, messaging flow, and CTA placements

  • Created supporting copy for product cards, trust badges, and legal disclaimers

  • Coordinated with design/dev teams to implement SDK/API messaging

  • Contributed to the gated report CTA and form field logic for lead capture

Visit The Page

The Results

A six-step infographic about Veriff security practices, including cracking down on catfishing, preventing spam or scam users, keeping underage users out, eliminating bots and fake profiles, stopping multi-accounting, and being inclusive for users.
Webpage titled 'How is VerIFF helping online dating platforms?' with four columns describing trust development, preventing underage users, safeguarding users, and retaining users and attracting advertisers.
Web page displaying recommended biometric verification products, including age estimation, age validation, biometric authentication, and identity verification solutions, with an example of a digital driver's license verification on the right.