Guardian Flame launches personal safety app to bring accountability to dating
The digital revolution has transformed the search for human connection into a seamless experience of swiping and matching, yet this convenience has often come at a significant cost to personal safety. While traditional dating platforms have mastered the art of the algorithm to pair potential partners, they have largely struggled to address the lack of accountability that exists once users move from the screen to the real world. Andrew Steele, a Palmerston North-based entrepreneur and former soldier, is determined to change that dynamic with Guardian Flame, a dedicated personal safety layer designed to provide transparency in an often opaque industry.
The genesis of Guardian Flame was not found in a boardroom, but during a moment of profound reflection. While watching a documentary about the tragic death of Grace Millane, Steele and his partner were struck by a haunting detail. During the subsequent trial, numerous women came forward to describe the atrocious and violent behaviour they had experienced with the same individual on previous dates. They discussed the reality that if a system had existed to aggregate these behavioural insights, the outcome might have been entirely different.
His partner’s perspective on the inherent dangers of dating app culture confirmed his instincts, leading him to realise that a user-driven database was essential for modern safety. Regarding the platform’s core function, Steele explains, “It’s almost like Google reviews, but for people dating”.
Steele makes for a unique tech founder on paper, having spent nine years in the British Army with tours of duty in Afghanistan. Laser-beam focus and the ability to operate under high-pressure environments are two traits honed in the military that support Steele’s entrepreneurial endeavours. Since relocating to New Zealand, he has immersed himself in the Manawatu investment community, navigating the complex journey from a raw idea to a fully functional application.
At its core, Guardian Flame addresses the revolving door problem of modern dating apps, where individuals can engage in predatory or abusive behaviour, have their profiles deleted, and simply reappear under a new persona. To combat this, Steele integrated a rigorous third-party verification service. Every user must provide official identification to prove they are a real person, and a profile can only be linked to a single identity. This creates a foundational level of trust that is often missing from major platforms. Once verified, users can generate a pre-date check link to send to their prospective dates, encouraging both parties to engage through a lens of transparency before they ever meet in person.
The platform operates through a sophisticated algorithm that processes user feedback based on real-time behaviours. After a date, users can select from various dropdown criteria to report on the behaviours they witnessed. This data is then translated into a risk score, making it searchable for others in the future.
Steele is acutely aware of the weight of responsibility that comes with building such a service, particularly as a male founder addressing issues that statistically affect women more frequently. His board, comprising three women and two men, ensures the platform remains balanced and sensitive to its users’ needs. Regarding his role in the project, Steele is direct, “I think it needed to be created; it doesn’t make any difference whether it came from a man or a woman”.
Upon its debut in late April, the app shot to the number one position in the dating category on app stores across multiple jurisdictions, validating Steele’s belief that there was a massive, unaddressed gap in the market.
The rapid traction has been rewarding for a founder who initially faced rejection from investors before proving the concept’s value through networking and persistence, resulting in funding from an influential New Zealand angel investor. The success of the soft launch has now paved the way for a full-scale rollout across New Zealand and Australia.
Guardian Flame is currently setting its sights on the Australian tertiary sector, where new legislation has been introduced to reduce gender-based violence on university campuses. Steele believes the tool will be highly beneficial for students and faculty alike, providing an extra layer of protection in social environments. This expansion requires a deep commitment to regulatory compliance, and the team has worked extensively with legal experts to ensure they meet the highest standards of international privacy laws and acts such as New Zealand’s Harmful Digital Communications Act.
Despite the rapid rise of the company, Steele remains grounded in the pro-social mission. He acknowledges that the journey of a founder is often one of immense pressure, but his history of navigating high-octane situations has prepared him for the long haul. “I’ve put a lot of time, effort and energy into trying to do something thoroughly pro-social and I hope it gets utilised for what it’s been built for,” he explains.
“I’m looking forward to the time when people reflect and say, ‘Do you remember when we used to meet with complete strangers and had no idea who we were meeting?’”
With the startup also being selected for the most recent cohort of the Ministry of Awesome Founder Catalyst accelerator programme, the foundations for a safer, more transparent dating future are being laid for daters globally, starting right here in New Zealand.
Interview by Sam Collins
