Tinder Founder Funds New Sex Tips App Lover

A post-Valentine's day launch for a new Tinder-backed sex tips app allows lovers to improve their sex life.

Aptly called "Lover," the app "personalizes a journey to sexual wellness." It offers a sexual personality quiz for users to assess how they compare to their partners. The app also provides carnal knowledge tutorials and ways to figure out what unique "turn-ons" lovers may have to improve their most intimate moments.

Lover's primary backer is Sean Rad, founder and former CEO of popular dating app Tinder. Rad invested $5 million in seed round along with other investors to the sex tips app, TechCrunch reported.

The Lover team is comprised of the app creator Dr. Britney Blaier, who is a licensed clinical psychologist and is also a board-certified in sexual medicine, and co-founder Nickle Pendle, who started Eve Sleep. The startup's CEO is Jas Bagniewski, founder of City Deal and manager of e-commerce company Zalando in the UK.

The app was created to help lovers who struggle with their sex life or those who want to improve it. It aims to function as a sexual counselor for lovers that's free from the awkward and sometimes embarrassing visits to therapists and other medical professionals.

"It is strange that there are such taboos around sex when it is something we all do…whether we enjoy ourselves or not. We think it is time to start the conversation around this important aspect of our health," said Dr. Blair.

"We believe Lover can help build confidence, facilitate communication, improve partner connection and just raise consciousness about sex and sexuality."

Still, the app's main competitor is with some of the web's supply of free resources on the topic, and one of which is porn. And, there is also a plethora of people who rely on podcasts, blogs, and videos that provide tips and more information about sex. But the startup's selling point is with Dr. Blair, the app offers more credibility.

Nonetheless, the challenge for the company is to make the $9.99 per month or $59.99 per year justifiable for users who will want to download the app on their iOS devices. Mashable commented about the app and stated how it is "too limited for the price point right now."