United Online, owner of Memory Lane Inc, has acquired schoolFeed, a online high school network, to help develop its Classmates business in the USA and its StayFriends brand internationally. schoolFeed has over 19 million members and has been growing by approximately 100,000 new registrations per day on average over the past three months. schoolFeed’s CEO and co-founder Lance Tokuda and team members joined Memory Lane upon the closing.
schoolFeed is a free app that enables users to find and connect with their high school friends and acquaintances, and offers an online yearbook and class directory with news feed, interest groups, online games and virtual currency. Currently, users join schoolFeed through its Facebook app which can then populate their schoolFeed profile using information and images from the new member’s Facebook profile. schoolFeed was launched in 2011 by Tokuda who co-founded RockYou, one of the earliest successful Facebook app developers. RockYou’s portfolio of popular apps includes Superwall, Birthday Cards, Slideshows and Zoo World.
“We expect the acquisition of schoolFeed by Memory Lane to solidify our Classmates service as the premier high school social media platform in the U.S.,” said Mark R. Goldston, Chairman, President and Chief Executive Officer of United Online. “We anticipate that the addition of schoolFeed’s installed base of 19 million registered members, together with its daily registrations, will create an opportunity for Classmates to have a leading position on Facebook. It should also provide an opportunity for both schoolFeed members and Classmates.com members to reconnect and interact with an even larger number of people from their high schools. In addition, we add the proven talent of Lance Tokuda and his team to enhance the Classmates.com user experience.”
Classmates has over 55 million registered consumer accounts and class directories covering over 25,000 high schools.
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