Genuine was founded by social media pioneer Daniel Morrison.

Daniel was inventor and co-founder of early social network ITtoolbox, launched in 1998. In 2007 the company was named one of “20 Companies Disrupting the Information Landscape” by Industry analyst Outsell Inc., alongside YouTube, Facebook, and Zillow. The company was acquired that same year.

In 2014 Morrison founded Genuine Social to improve social technology for deeper and more authentic friendships.

The company has interviewed over 600 digital natives (13 – 29) in its offices in focus group format, launched nine apps, and received over a dozen patents on inventions that have been used by 10s of millions of users globally.