While it may seem counterintuitive, a new event app utilizes familiar digital feeds to help screen-weary adults trade endless doomscrolling for local in-person connections.
Developed by St. Petersburg native Maddy O’Connor, NewTree Social has entered the App Store with a simple, yet unique premise: Use the intuitive visual design of social media not to trap users behind a screen, but to get them out the door.
The concept grew out of a personal struggle O’Connor, 29, faced after graduating college and relocating to Washington, D.C., for work. After moving to a new city without an established social circle, she quickly realized how difficult making friends as an adult could be – particularly when workplace culture doesn’t naturally foster outside relationships.
“Sometimes you move to an entirely new place, and you don’t really have an established group of friends,” O’Connor said. “I was scavenging the internet, downloading all of these things, and nothing was really working for me.”
Searching for online solutions led to confusing community platforms, sketchy event listings, or apps limited to single-photo previews that left users wondering what they would encounter, O’Connor explained. Meanwhile, on TikTok, she kept hearing other young professionals voicing the same frustration with adult isolation.
Recognizing a shift toward wellness and a surge in demand for real-world experiences, O’Connor decided to create the tool that she needed. “I identified a problem in my own life, and I knew other people struggled with the same thing,” she said.
To bridge the gap, O’Connor spent the past year bootstrapping NewTree Social. Leveraging her background in graphic design and social media management to design the app’s interface and experience saved between $10,000 and $15,000 in upfront costs, she said.
Unlike conventional social apps centered around algorithmic matchmaking or infinite digital feeds, NewTree focuses strictly on group event discovery. Users swipe through multi-photo galleries of local gatherings across categories such as wellness, fitness, nightlife and arts and culture.
“I kind of wanted it to encompass everything,” O’Connor said. “I’m assuming that it might lean towards wellness, but you never know.”
What sets the platform further apart from its peers is a review-driven ranking system. NewTree integrates that data into its feed algorithm, ensuring top-rated local activities automatically rise to the top.
“I designed it so that it’s very simplistic and easy for people to use,” O’Connor added. “It’s just post the event and go. When you get on my app … you immediately see the best event in your area right off the bat.”
Safety is also a platform pillar, as O’Connor hopes to address a significant cause of anxiety for people who attend events alone. Host profiles undergo a manual vetting process with social media handles, websites and personal details thoroughly verified before approval.
Organizers who pass the verification process can then promote both free and paid events. Users must be at least 18 years old.
“I definitely want it to be more of a curated experience at first,” O’Connor said of her hands-on approach.
The app’s moniker is also intentional. “New Tree” symbolizes fresh starts, branching out and organic growth, O’Connor said.
While she has broader national and international ambitions, O’Connor remains deeply tied to her hometown roots. NewTree Social is currently only available to users in Tampa and St. Petersburg.
O’Connor views St. Petersburg as both a launching pad and inspiration for her platform. “It’s super influenced by St. Pete,” she said.
“If I could put my hometown into one product, it would be this.”
NewTree Social is completely free to use. O’Connor said she has a “pretty strong idea” for a monetization plan, but doesn’t want to make any announcements until the app gains traction.
O’Connor, however, is considering a pilot program that would keep all app services free for initial users in Tampa Bay. She is, at least for now, prioritizing real-world impact over revenue streams.
“My goal is for it to help people,” O’Connor said of the app. “No matter your stage of life, no matter where you come from, I want people to be able to get on my platform and use it to make friends.”
