T here are countless software available on the market now for younger individuals in search of adore: Tinder, Bumble, and OkCupid, to name a few. Though their unique rationales vary—Tinder and Bumble tend to be both about the swipe, but on Bumble, girls result in the very first step, sufficient reason for OkCupid possible get a grip on simply how much info you reveal up front—they all has one part of usual: Possible friends evaluate see this site one another considering looks.

But Willow, a fresh software hitting the software shop on Wednesday, try pursuing an alternate means. In place of swiping remaining or correct in line with the basic selfie you see, you’re motivated to resolve a collection of three questions—written by users—that are made to ignite upwards a conversation. What’s most, people choose whenever while they wish to promote photographs together with other customers; to start with, the solutions to these questions are future schedules discover.

The app’s creator Michael Bruch claims Willow leaves the “social” in social networking. Bruch, today 24, ended up being new regarding ny University when he founded the application a year ago. According to him he was seeking to fill a void the guy seen when working with matchmaking applications that centered on swipes in the place of everything fancy.

“You can fit with a number of folks that you think are fantastic looking but you don’t actually know a great deal about all of them until such time you start speaking with all of them,” Bruch tells ENERGY. “If I’m attending spend time with someone I want to know that there is one thing to talk about–that’s what’s crucial that you myself.”

Bruch is wishing that exact same desire for conversation is very important to many various other young people as well. Up until now, Willow provides attained some traction. Over 100,000 people downloaded the beta form of the app that established in August, delivering an average of three emails on a daily basis.

What’s much more, individuals are deploying it for more than only discovering like. “It’s be a little more about social knowledge than strictly internet dating,” Bruch says. “If you just want to get on a posses an informal conversation about games possible, and additionally use they to spark right up an enchanting dialogue with anyone that is around 30 kilometers aside.”

The type of the software launched Wednesday also incorporates a “Discover” function that will help customers search what’s hot and much better sort through questions they’d be interested in responding to.

It’s an interesting method considering the observed shallow nature of today’s millennials—the Me Generation, as TIME’s Joel Stein pronounced in 2013. Today’s matchmaking programs apparently supply within their internal narcissists. Plus it’s simpler to make people straight down according to just their particular face instead of when you’ve started up a conversation. Observe how users reacted to pages without photos, OkCupid one of the biggest online dating sites, hid profile photo briefly in January of 2013 dubbing it “Blind Date Time.” They discovered that her users were greatly predisposed to respond to earliest messages throughout that energy, but the minute the photographs were turned-back on, conversations ended–like they’d “turned throughout the brilliant lighting in the club at midnight,” composed one Chris Rudder, one of the site’s creators.

Even though notably disappointing consequences, some millennials are discovering the force of placing see your face available to choose from for any people to judge is generally intimidating—and sometimes, unsafe. Just one single peek at the jerky messages posted towards Instagram levels Bye Felipe (which aggregates negative communications females become internet based) gives a good feeling of how irritating it may be for many people, but especially for women, trying to browse for the reason that aesthetic area. Anyone are aggressive, fetishizing, and completely harsh.

Apps like Bumble seek to let girls prevent that by placing the efficacy of striking up dialogue in only within their palms. But Willow desires alter the focus totally, from means anyone looks as to what their interests tend to be. “If their visualize just isn’t becoming blasted around, the total amount of harassment and messages you’re getting off the split will be reduced,” Bruch says.

On their exterior, the app’s purpose appears like a cheesy line from a rom-com: a hapless sap complaining they desire individuals would get desire for their particular head rather than their looks. But, Bruch and Willow’s other founders become wishing it’s got created someplace one of the wide variety applications that serve the millennial generation’s existence on the internet.