About GoodFriends

I didn't start with an app.
I started by listening.

Meeting people isn't the same as making friends.

I knew that from my own life. I'd gone to Meetups, joined groups, taken classes, tried apps — and met plenty of women I genuinely liked. What I couldn't understand was why it was still so hard for those promising encounters to turn into actual friendships.

So I started asking other women.

More than 50 conversations later,
I knew it wasn't just me.

I'm a UX designer by training. A big part of my work has been talking with people, understanding what they're really experiencing, and looking for the patterns underneath it.

Since starting GoodFriends, I've interviewed more than 50 women about friendship.

Again and again, I heard versions of the same thing:

What women told us

In their own words

"As soon as I make a friend, they move away. I make a new one, they move away."

On why it's so hardRecently Relocated, Alameda

"The apps felt like a big bummer — I got rejected the same way you would on a dating app."

On what didn't workEmpty Nester, San Rafael

"I want someone who really feels you. It doesn't have to be romantic — I just want that closeness."

On what she's cravingWorking Mom, San Francisco

"I'd love friends with grandkids and a spouse — so I don't feel weird talking about my life."

On wanting to be understoodNewly Retired, Lafayette

"Match me on schedules. I'm gone a lot — who else is actually free when I am?"

On what matters in a matchSelf-Employed, Corte Madera

"People want to meet up, but nobody knows how to arrange it."

On the missing pieceRaising Teens, Noe Valley

They wanted more friendship in their lives. They were making an effort. They met women they liked.

The hard part was what came next.

Finding people nearby whose lives actually fit together. Seeing someone again. Making the next plan. Spending enough time together to find out whether a real friendship might grow.

That's why I built GoodFriends.

GoodFriends is designed around something simple: friendship needs more than an introduction.

It needs compatible people, shared time, another reason to get together, and enough chances to move beyond the first conversation.

So GoodFriends combines thoughtful matching with repeated opportunities to connect — online and in real life — and helps make that next step easier.

Maybe you want more women to do things with. Maybe you'd love a few closer friendships. Maybe you want both.

There's room for all of that.

What I believe now

Women already know a great deal about being good friends.

What's usually missing isn't another lesson — it's finding other women who have room in their lives for friendship, want to keep showing up, and are willing to give a new friendship the time and space it needs to grow.

GoodFriends is built on those beliefs. It isn't a report from someone who figured it all out. It's part of my own journey — and I'd love for it to be part of yours too.

Janine KubertJanine KubertFounder, GoodFriends
Women hiking together on a trail

Let's build a community
of GoodFriends.

Come be part of it. Tell us a little about the friendships you're hoping for, and we'll help you find women nearby who want the same.

Create Your Friendship Profile

Takes about 5–7 minutesFree during our Bay Area pilot