Alfonso Cobo aims to transform how people share recommendations online. The Spanish entrepreneur, who previously sold his social media template app Unfold to Squarespace, has launched Hypelist, which emphasizes trusted recommendations over curated aesthetics.

Identifying a Market Need

During his research, Alfonso noticed a persistent pattern in social media behavior that revealed an opportunity. Despite the existence of specialized apps for travel, books, and movies, users lacked a unified platform for sharing genuine recommendations.

“I saw many people on Instagram Stories asking for recommendations: ‘Hey, I’m traveling to Rome. Does anyone have any [recommendations]?’ Or ‘I’m looking for a movie to watch tonight. Anyone recommend anything?'” Alfonso explains. “We’ll have these recommendations but store them in different places: Notes app, WhatsApp messages, Spreadsheets, etc.”

This fragmentation inspired Alfonso to create a comprehensive solution. “There wasn’t a single place where you could just find everything that you love and the things that make you who you are,” he says. “You would learn more about me and who I am through my Hypelist and the things that have made me who I am – the places I’ve traveled to, the books I’ve read, the music I listen to – the things that make me who I am rather than all my other social networks.”

Redefining Digital Recommendations

Hypelist addresses growing consumer skepticism toward traditional recommendation platforms. “People are losing trust in Google and the search engines traditionally used when looking for recommendations,” Alfonso notes. “Everyone I talk to no longer uses Google to find recommendations because it’s full of ads, sponsored content, and AI-generated content. Nowadays, people trust their friends and the creators they follow online.”

The platform introduces three key AI-powered features that combine social connections with personalized discovery:

1. An AI chat helper that provides personalized recommendations based on user preferences
2. A “List Assistant” that suggests additional items based on existing lists
3. A “More Like This” feature that helps users discover similar content they might enjoy

“We build a powerful search engine, but we’ve also been building a cool AI assistant chat that allows you to ask anything, and the results will be based on your taste,” Alfonso explains. “You can ask, ‘Hey, what movie should I watch tonight?’ or ‘Hey, what book should I pick up next?’ and we’ll give you the best results catered to your taste, which is something that no other AI models do.”

Unlike competitors focusing primarily on AI, Hypelist utilizes a more balanced approach. “This year, there have been many new AI-driven products, but many times, they make the AI feature the product itself,” Alfonso says. For me, AI is only an additional feature that helps you with your discovery ability. It’s not the main core functionality of the product.”

Strengthening User Privacy and Trust

Hypelist prioritizes data protection and transparency in an industry often criticized for handling user information. “We use the most modern encryption measures to ensure data is always protected, but we also make sure we’re super transparent with how we collect data,” Alfonso emphasizes.

The platform provides users with complete control over their data and AI preferences. “Within the app, users will be able to easily find out our AI philosophy and where we stand and how we use their preferences and their taste for us to give those personalized results,” he continues. “But also, they can easily opt out if they’re unhappy. They can tap ‘Personalized’ or ‘Generic’ results in settings. And if they tap ‘Generic,’ we won’t share any data with the models.”

This commitment to user privacy extends to the platform’s core business model. “For me, it’s very important not to commercialize user data or taste,” Alfonso states. “That’s why we’re always focusing on ensuring people understand how we’re making money.”

The platform also offers detailed control over content sharing. “In Hypelist, users have the choice of creating public or private lists,” Alfonso explains. “Anything they add to a private list will remain private and won’t be shared with any recommendation models.”

This approach distinguishes Hypelist from traditional social networks and recommendation platforms. “I build products very transparently,” Alfonso emphasizes. “It’s very important for users to understand how their data is utilized. They can also opt out of any AI stuff and not have personalized recommendations if they don’t want them.”

Community Growth and User Engagement

The platform’s focus on genuine sharing has resulted in a 4.9/5 rating in the App Store during beta testing. Alfonso maintains direct involvement with the community, personally handling customer service to gather feedback and adjust development priorities.

This approach has revealed unexpected user behaviors. “It’s very interesting to see how certain communities are starting to grow on Hypelist,” Alfonso notes. “We see a lot of fandoms – for example, Taylor Swift or One Direction fans – people with really strong communities who are creating massive collaboration lists, leaving comments, and creating lists of songs they love. That made us prioritize certain social and music features for these users to enjoy.”

Business Strategy and Vision

While currently focused on user growth with a free product, Hypelist has developed a clear path toward sustainable monetization. “Right now, we’ve been focusing on user growth. The product is free, but we will soon introduce a subscription model called Hypelist Ultra,” Alfonso explains.

The monetization model extends beyond subscriptions, including collaborative opportunities with creators and brands. Alfonso stresses that these partnerships will maintain the platform’s commitment to user privacy and won’t involve user data. 

Instead, the platform aims to create value through direct creator monetization, allowing content creators to share premium recommendations and expertise with their audiences.

“There’s space for a different social network now that’s not necessarily based on physical appearance or how you portray yourself,” Alfonso reflects. “I’m hoping it changes the narrative of what a social network can be. I’m hoping Hypelist becomes your best buddy, helping you make better decisions on where to travel, what to read, what to watch, and all the things that might make you a better person at the end of the day.”