introductioN

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:

  • $57.9B industry ready for innovation and a true authority in wedding planning.
  • 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 video masterclass series introduced in 2022 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
  • Lead with value

How We Do It

  • Real Wedding Inspiration
  • Expert Wedding Planning Advice
  • Premium Video Masterclass Series coupled with 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

key partnerships

Market

Incumbents like the TKWW (The Knot and WeddingWire) and Zola have raised a combined $571.9m in capital investing in infrastructure for marketplace and ecommerce. The pressures to return investor capital has caused them to focus on short term revenue at the expense of customer experience. This is misaligned from what the customer wants.

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 allows us to strategically partner and deeply integrate with key partners and retailers.

B2B - Strategic Integrations:

We partner with best-in-class brands and retailers in categories such as Registry, Stationery, Wedding Attire, Financial Services, Travel and more, 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.

Team

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
EVP
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.

why invest

  • This $57.9B industry is primed for disruption and innovation, plus a true authority helping modern couples with what they actually need.
  • 2022-2023 is set to be the largest wedding season on record with 2.5M+ weddings projected per year.
  • Loverly has the brand equity and voice to be the most relevant and trusted wedding planner and wedding planning platform.
  • Loverly has established partnerships with key brands and retailers.

In a recent article on Crunchbase, they discuss the disproportionate amount of funding in 2022 going into the wedding industry based on the explosion in demand and previous years. That’s why Loverly’s mission is to use these funds to continue to provide key wedding planning advice, tools, and guidance to all couples on their wedding planning journey.

Frequently asked questions

What is Loverly?
Loverly is the authority in wedding planning. We foster an engaged and inclusive community of modern couples navigating where and how to begin their wedding planning journeys. Every couple is unique and every love story is special and our goal is to provide the tools, resources, content, and inspiration for couples to design their dream day!
How big is the Loverly team?
We currently have 10+ team members and our group is quickly growing. Check out our Careers Opportunities Section if you are interested in working at Loverly.
Does Loverly have any partners?
Loverly has a handful of strategic partnerships that allow us to offer a 360-degree, connected experience for our couples to design and execute the wedding of their dreams. These larger partnerships, for example Bed, Bath & Beyond in the Registry category and Minted in the wedding Stationery category, include content creation, distribution and platform integration. Loverly also partners with brands in various wedding categories such as Ring Design, Ring Insurance, Financial Planning, Apparel, Travel and more.
How is Loverly different from other brands in the wedding industry?
Loverly is the authority in wedding planning. Our goal is to always provide the most relevant, trusted, and sought after content step-by-step in couples’ wedding planning process. We lead with value through our content which allows us to then suggest key retailers when it comes time for couples to make transactional decisions.
Why invest now?
We are entering the largest wedding season on record and Loverly is ready to scale our marketing and product efforts. This raise will allow us to strategically move fast and more swiftly in executing on our business roadmap.

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%

Terms

This number includes all funds raised by the Company in this round on Netcapital. This is an offering of Common Stock, under registration exemption 4(a)(6), in Loverly, Inc.. This offering must reach its target of at least $10,000 by its offering deadline of September 15, 2022 at 10:59pm ET. If this offering does not reach its target by the offering deadline, then your money will be refunded.

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:

11,113,445 shares
×
$2.25 per share
$25,005,251implied valuation

Financials

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

CPA review letter

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

Updates

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