Wedding Planning: Reimagined

Loverly is the go-to DIY wedding planning platform for modern couples, guiding them from “Yes” to “I Do” with real wedding inspiration, expert wedding planning advice, and free wedding planning tools.

Each month, Loverly reaches over 20M couples. We recently tested interest in our paid premium product, "the I Do Crew," and 47% of our new registrants expressed interest. That product launched April of 2022 and this raise will help us convert our community into paid customers with speed and scale.

Loverly is a fast-growing and trusted digital platform for wedding planning.

Our inclusive, innovative, and integrated content spans key wedding planning categories and lifestyle topics that are relevant and important to today’s newlyweds.

Why Loverly: Deal Highlights

As the world of weddings emerges post-covid, Loverly is on a mission to reimagine wedding planning. Founded by wedding industry insider, Kellee Khalil, and with a best-in-class team of brand strategists, content creators, engineers, and data scientists, Loverly is redefining how modern couples plan their special day:

  • 2022-2023 is set to be the largest wedding season on record with 2.5M+ weddings projected per year.
  • Founder Kellee Khalil is author of a best-selling wedding planning book.
  • Average monthly reach of over 20M across brand channels.
  • Robust database of over 18k+ listings of local wedding service providers.
  • Innovative suite of DIY wedding planning tools built on our proprietary technology, engineered to support the end-to-end wedding planning process.
  • Premium membership introduced in 2022. The “I Do Crew” is a guided video series featuring wedding industry insiders, taking couples through the entire wedding planning process step-by-step.
  • Exclusive partnerships with industry-leading retailers including registry, stationery and wedding website, offering a full-service 360-degree experience.

The Problem: 70% of People Plan Their Wedding Completely on Their Own

Wedding planning is overwhelming, time-consuming, and expensive. The average couple will spend nearly 300 hours orchestrating the single most important event in their lives thus far.

With the average cost of a wedding in the US at $30,000 and the cost to hire a wedding planner at $3,500, this service is a luxury that only 30% of the annual 2.5M couples afford.

The other 70% of couples are left alone to plan the most important day of their life while feeling overwhelmed, frustrated, and anxious.

With the wedding industry being either full-service or no-service, Loverly bridges that gap with tools, inspiration, and guidance to empower modern couples.

Our Solution: Accessible and Affordable Wedding Planning

With Loverly, couples have a premium, end-to-end, and completely virtual wedding planner. By providing tools and resources to educate and empower couples planning their wedding, we guide couples from “Yes” to “I Do” with ease, joy, and love.

Our goal is to make the wedding planning journey less stressful and more fun with our on-demand, affordable, and transparent all-in-one platform.

What We Do

  • Foster an engaging and inclusive community
  • Resonate with Millennial and GenZ couples
  • Build our brand on inspiration and trust
  • Make wedding planning easier and stress-free

How We Do It

  • Real wedding inspiration
  • Expert wedding planning advice
  • Premium service - “The I Do Crew” (launched April 2022): wedding planning master class, wedding CRM, interactive worksheets, downloads, and guides, curated products and brand recommendations, promotional discounts and savings
  • Free planning tools: guest list manager, vision boards, personalized checklist, wedding style quiz

Our Approach

Loverly partners with best-in-class vendors to create a nimble platform that can constantly adapt to the needs of couples today, offering them the latest and best options for their special day.

Our Partners


Incumbents like the TKWW (The Knot and WeddingWire) and Zola have raised a combined $571.9M in capital investing in infrastructure for marketplace and e-commerce. We believe that pressures to return investor capital has caused them to focus on short term revenue at the expense of customer experience.  It is our opinion that this is misaligned from what the customer wants.

Loverly is disrupting the $57.9B wedding industry with their proprietary wedding planning platform and partnerships with best-in-class retailers.
IBIS World

Business Model

Because we have established a brand built on trustworthy, innovative, and relevant content, we acquire couples extremely early in their wedding planning process (sometimes even before they are engaged!). This extensive and valuable reach gives us two complementary revenue streams:

B2B - Strategic Integrations:

Our first revenue stream is based on strategic and deeply integrated partners in wedding categories, such as registry, stationery, and wedding attire. We partner with best-in-class brands and retailers to create a 360-experience during the wedding planning process and align our areas of expertise - Loverly leading in content and customer acquisition at the earliest stages, and the respective retailer for their quality goods and services. Our partnership revenues are usually aligned against content production and deliverables, reach, and actions such as an opt-in and/or conversion.

D2C - Premium Membership, "the I Do Crew":

Our second monetization stream is our premium direct-to-consumer SaaS offering. Loverly couples can upgrade and join our premium membership, the “I Do Crew.” These members unlock our wedding planning CRM, inclusive of a 16-course masterclass. Plans start at $78 per-quarter or a $249 one-time fee. We also drive revenue from affiliate marketing links strategically placed through these courses and the overall platform experience.


Kellee Khalil
Founder & CEO
After graduating from the University of Southern California with a BA in Business and a specialty in Entrepreneurship, Kellee has spent the past 18+ years in sales, marketing, and brand leadership positions. Kellee's been at the forefront of product development and emerging technology, operating and advising early-stage startups in the DTC and B2B spaces. Over the last 10 years, Kellee has helped raise a total of $32 million in capital and generate $60m+ in revenue across a multitude of companies. Kellee is a wedding industry insider with a top-selling wedding planning book on Amazon and is a featured go-to on-air expert for wedding trends and wedding business insights. 

Kellee has spent the past 5+ years contributing as a Board member to Translator, Inc, an ESG and DEI platform where she helped programming for Fortune 500 companies. She also served as the CMO at EnergyX, a direct lithium extraction company.
Paige Britt
Paige graduated from Stanford University and began her career on Wall Street. After her time at Credit Suisse, Paige applied her finance background to her entrepreneurial roots, joining a marketing technology firm that was later acquired by Oracle. Fresh off the acquisition, Paige joined the leadership team at the fastest growing travel & tourism brand capitalizing on the emergence and rise of social media for modern consumers. Under Paige's leadership, the brand won countless AOR accounts for tourism boards and hospitality brands. Since joining Loverly, Paige has spearheaded the brand's strategic partnerships, growth initiatives, and overall finance and business operations.
Carly Johnson
VP, Brand Marketing
With a BA in Mass Communication, Media Studies and Marketing from the University of Arizona, Carly began her career at the non-profit organization Stand Up To Cancer connecting brands and major donors through marketing initiatives that helped raise significant funds for translational cancer research. Carly went on to become a Brand Director at Clique Brands, most known for their digital breakout brand and media publication, Who What Wear. She then joined Create & Cultivate where she spearheaded all marketing efforts for the company’s content, community and events. Carly’s expertise includes brand development, content strategy, social media marketing and performance marketing. Her years of experience span influencer marketing, events and activations, podcast, licensing opportunities, brand merchandising, and innovative partnerships with brands such as Amazon, Mastercard, Target, Apple, Disney, Major League Baseball, and Facebook.

Use of Proceeds

If the offering's maximum amount of $1,000,001 is raised:

UseValue% of Proceeds
Marketing/Paid Media$300,00030.0%
Professional Services $50,0005.0%
Development $180,00018.0%
Team Resources & Staff$250,00025.0%
Content Production $100,00010.0%
General and Administrative$71,0017.1%
Intermediary fees$49,0004.9%


This is an offering of Common Stock, under registration exemption 4(a)(6), in Loverly, Inc.. This offering must raise at least $10,000 by July 20, 2022 at 11:59pm ET. If this offering doesn’t reach its target, then your money will be refunded. Loverly may issue additional securities to raise up to $1,000,001, the offering’s maximum.

If the offering is successful at raising the maximum amount, then the company’s implied valuation after the offering (sometimes called its post-money valuation) will be:

$2.25 per share
$25,005,251implied valuation


These financial statements have been reviewed by an independent Certified Public Accountant.

SEC Filings

The Offering Statement is a formal description of the company and this transaction. It’s filed with the SEC to comply with the requirements of exemption 4(a)(6) of the Securities Act of 1933.

We’re also required to share links to each of the SEC filings related to this offering with investors.

Understand the Risks

Be sure to understand the risks of this type of investment. No regulatory body (not the SEC, not any state regulator) has passed upon the merits of or given its approval to the securities, the terms of the offering, or the accuracy or completeness of any offering materials or information posted herein. That’s typical for Regulation CF offerings like this one.

Neither Netcapital nor any of its directors, officers, employees, representatives, affiliates, or agents shall have any liability whatsoever arising from any error or incompleteness of fact or opinion in, or lack of care in the preparation or publication of, the materials and communication herein or the terms or valuation of any securities offering.

The information contained herein includes forward-looking statements. These statements relate to future events or to future financial performance, and involve known and unknown risks, uncertainties, and other factors, that may cause actual results to be materially different from any future results, levels of activity, performance, or achievements expressed or implied by these forward-looking statements. You should not place undue reliance on forward-looking statements since they involve known and unknown risks, uncertainties, and other factors, which are, in some cases, beyond the company’s control and which could, and likely will, materially affect actual results, levels of activity, performance, or achievements. Any forward-looking statement reflects the current views with respect to future events and is subject to these and other risks, uncertainties, and assumptions relating to operations, results of operations, growth strategy, and liquidity. No obligation exists to publicly update or revise these forward-looking statements for any reason, or to update the reasons actual results could differ materially from those anticipated in these forward-looking statements, even if new information becomes available in the future.

More Info


  • Jun 20, 2022
    Loverly is now on TIKTOK! Follow along for all...

    Loverly is now on TIKTOK! Follow along for all the latest #weddinginspiration and tips!

  • Jun 20, 2022
    Loverly announces our NEWEST investor, Shark...

    Loverly announces our NEWEST investor, Shark Tank’s Daymond John!

  • May 26, 2022
  • May 20, 2022
    Primary offering of 444,445 shares at $2.25
  • May 20, 2022

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