Peanut, a social networking app for women, launches a new “Peanut Pro” extension designed to give women access to information from trusted experts. The company works with 100 experts from its existing network, including doulas, psychologists, therapists, sex coaches and sleep consultants. Peanut is also launching a new tipping feature that allows experts and creators on the platform to monetize their work.
Founded in 2017, Peanut is an online community designed to connect women at all stages of their lives, from puberty to menopause. The app currently has over 2.5 million users. Peanut provides access to a community of women who are part of the network to share information and provide advice.
The new Pro offering works by connecting experts with women and helping them build their own networks on the Peanut app. The experts will engage with women on the platform through group discussions, live audio content and one-on-one direct messaging. Users of the app can then send tips to the experts during these interactions. In the future, Peanut plans to launch monthly subscriptions that will give members access to exclusive content.
Michelle Kennedy, the founder and CEO of Peanut, told MovieUpdates that the goal of Peanut Pro is to “democratize access to expertise.” Kennedy notes that the expertise can be formal and through a therapist or psychologist. In other cases, the expertise may be led by someone with a public profile who has gathered a wealth of information on a specific topic. The company also aims to remove economic barriers that women may face when trying to access experts.
“We want to break down huge fees into manageable, accessible subscriptions and one-time payments,” Kennedy said. “Not everyone can afford $200 for one-on-one sleep training or sex therapy consultations, so when we instead provide access to short questions and answers or online courses, support is suddenly decentralized. And as we do that, women get with expertise, our Pros, regularly paid, with less invisible labor because their content is valued.”
Looking ahead, Kennedy outlined that the next step for the company is to introduce online courses and content against a paywall through its upcoming monthly membership.
“Many of the women with expertise who already use Peanut to share advice and support have their own online courses. Until now, they couldn’t share it with our audience because of our guidelines for advertising companies and services. Peanut Pro empowers women to share their content and courses with our audience and ultimately monetize their hard work,” she said.
Peanut has added new features and improved its product over the years. Last year, the company launched “Peanut Menopause,” a dedicated space in the app where women can meet others who are in a similar stage of life — whether that’s other premenopausal, menopausal or postmenopausal women. Peanut also added live audio rooms last year as a way for women on its app to have better connections in a more supportive, safer environment than other social audio platforms can provide.
The company has raised $23 million in funding to date. Most recently, Peanut announced the closing of a $12 million Series A funding round in May 2020. The round was led by EQT Ventures, a multi-stage VC firm that invests in companies across Europe and the US.
Kennedy noted that Peanut’s long-term vision is to serve women at every stage of life so that three women in the same family at different stages of femininity can all find community and support on the app. The company plans to introduce more experts to the platform to meet more needs. Peanut is already seeing requests from women for access to information on topics like financial health, legal support, and more.