A dating app for those outside the cities is launching in New Zealand, aiming to make it easier for people in rural communities to meet someone new.
Howdy, created by 24-year-old farmer and university student Mia Ryan, has already grown to more than 30,000 users since launching in Australia in March 2024.
The platform is now opening to New Zealanders for the first time.
Ryan, who grew up in regional Australia, knows how tough it can be to meet someone new in remote areas, and wanted the app to help with the mental health challenges that often come with the isolation of living rurally.
“Rural life can mean having neighbours who are hundreds of kilometres away and, if you are in a small town, chances are you know everyone already,” Ryan said.
“I want everyone to feel connected, whether romantically or platonically. Living in rural or regional areas shouldn’t mean being lonely.”
Ryan said Howdy “opens up a much wider pool than the local rugby club”.
“Not every match will be just down the road. In fact, most won’t be. But that’s part of the appeal,” she said.
Users can set their radius locally or expand it across New Zealand and Australia, opening up opportunities to connect long-distance.
Unlike traditional dating apps, Howdy is built around scrolling rather than swiping, encouraging users to slow down and read profiles properly, and get a feel for who someone actually is.
“I wouldn’t want someone to make snap judgments about me based solely on my profile picture,” Ryan said.
“I encourage everyone to give each other a chance.”
The platform already has a broad mix of rural users in Australia, including farmers, tradies, teachers, nurses and others who might not otherwise cross paths.
Howdy has also partnered with New Zealand Young Farmers, who share a focus on making rural life feel more connected.
New Zealand Young Farmers CEO Cheyne Gillooly said anything that helps bring young people in rural areas together is a win.
“Rural life can be pretty spread out, which is great for lifestyle but not always for connection,” Gillooly said.
“It’s awesome to see something that helps people meet beyond their usual circles and find others who really get the lifestyle.”
While the app is already helping to spark long-distance relationships, Ryan is quick to point out it’s not all about finding “the one”; sometimes it’s just about having someone new to talk to.
“I genuinely believe I’m filling a crucial gap in the rural and regional market by offering a straightforward platform for like-minded people to connect,” she said.
“Howdy is not just about romance; it’s about combating loneliness when you live out in the middle of nowhere.”
To mark the New Zealand launch, anyone who signs up during June will get their first 30 days free.
Howdy is available now on the Apple and Google app stores.