if(we)

The company's portfolio was diverse, centered on connecting people. Tagged, its flagship product, was designed as a social discovery network for dating and making new acquaintances, incorporating social games to encourage interaction. Another significant platform was hi5, once a top-tier social network, which if(we) acquired in December 2011 and integrated with Tagged's features while maintaining it as a separate site. The company also developed other applications, including Nod, an iOS messaging app with customizable avatars, and Swoon, an Android-based dating app with a swipe-style interface.

The business model focused on a freemium approach, where basic social networking was free, and revenue was generated through advertising, subscriptions for premium features (VIP access), and in-app purchases like virtual gifts or currency for games. This model proved successful, with the company reporting $44 million in total revenue for 2016. In March 2017, if(we) was acquired by MeetMe (now The Meet Group) for $60 million in cash. The acquisition was a strategic move by The Meet Group to expand its global portfolio of mobile social discovery platforms, adding if(we)'s 10.6 million mobile monthly active users to its own. Following this acquisition, The Meet Group itself was later acquired in 2020 by ParshipMeet Group, a major player in the online dating market.