Love Lab Looks To Add Trust To Online Dating Apps

Tired of swiping left and right with people you're not quite sure about? A new, Los Angeles-based startup, LoveLab, launched Wednesday, saying it is looking to bring a level of trust into the online dating app scene. The new startup--backed by longtime area startup veteran Jon Kraft, and run by TV stars Steven and JoAnn Ward (Master Matchmakers, VH-1)--said it is looking to help online daters gain a level of trust in online profiles, and to help conquer the issue of daters "seriously misrepresenting" themselves on their profile. The trust levels range from simple things like email and social network verification, to a full criminal background check. The company said its advisors include Scott Eagle, the former CEO of, as well as Kraft, who was the founding CEO at Pandora, among other ventures.