Cupla Impact Report 2025
Insights from our Annual Relationship Survey
Cupla is on a mission to empower couples to spend more quality time with one another.
Critical to ensuring we achieve our mission, is collecting meaningful and actionable feedback from our valued users. Our Annual Relationship Survey is an opportunity for users to tell us about their romantic relationship, how they tend to use Cupla, and how using Cupla has affected their relationship.
Our 2025 Impact Report collates feedback from over 2100 users giving us incredible insights into relationships around the globe.
Key Takeouts:
76.3% of users reported that Cupla improved their communication, making it the top-rated benefit. Effective communication is a critical predictor of relationship satisfaction, helping couples navigate challenges and resolve conflicts (Ruffieux et al., 2014).
63.5% of users agreed that Cupla helped them spend more quality time together. In modern relationships, couples spend less time together than previous generations due to work, social obligations, and digital distractions (Finkel et al., 2014). Quality time is positively linked to relationship commitment, closeness, and overall happiness (Wilcox & Dew, 2012).
Frequent app usage yields greater relationship gains; users who accessed Cupla 5+ times per week experienced greater benefits in stress reduction, communication, and closeness. The optimal usage time was found to be 20-30 minutes per week. More frequent use results in greater relationship improvements over time.
Comparing couples relationship satisfaction over time:
Does using the app promote happier and healthier relationships?
Overall, we found that using Cupla more frequently, for longer periods, and planning more shared events and dates was linked to greater relationship satisfaction. However, it is important to note that this link could go bothways—while app usage may enhance satisfaction, it is also possible that couples who are already more satisfied are more inclined to use the app.
We can look at users’ relationship quality over time to help inform this ‘chicken and the egg’ dilemma. Specifically, we analyzed how app usage in 2024 influenced relationship quality while accounting for users’ relationship quality in 2023. This approach allowed us to assess how using the app contributed to relative increases in relationship quality, beyond what might naturally occur (i.e., the fact that a highly satisfied couple in 2023 is likely to be highly satisfied in 2024). For instance, in these analyses, we assessed whether using Cupla predicted a couple’s closeness (or other aspect of relationship quality) in 2024, beyond their closeness levels in 2023.
Data from 95 users revealed that more frequent Cupla use was linked to meaningful (residual) increases in several aspects of relationship quality, even after considering 2023 levels. These findings suggest that Cupla may actively fosters relationship growth rather than simply maintaining existing levels.
