The social network developed in Europe is betting that people will pay a small membership fee for a platform designed around friends, not profiling, surveillance advertising and endless scrolling.

LUXEMBOURG, 15 October 2026 — Luxembourg social network Monnett today launched Memberships, putting subscriptions at the centre of its business model as it moves out of beta.

The idea is simple: if a social network makes money from advertising, it needs to know as much as possible about the people using it.

What you watch. What you search for. What you stop scrolling on. Where you go. What you click. Who you interact with. What you might buy next.

Over time, social media has built an enormous data layer around people’s everyday lives, largely to make advertising more effective.

Monnett wants to build something different.

The platform, which passed 100,000 registrations this summer and reached a record of more than 43,000 weekly active people, is building its business around paid Memberships instead.

“I don’t think the problem with social media is that people don’t want social media anymore. I think people miss what social media used to be,” said Christos Floros, founder of Monnett.

“We want to see our friends. We want to share what we’re doing. We want to meet people, make plans and discover what is happening around us. Somewhere along the way, that became secondary to keeping us watching content for as long as possible.”

Monnett Memberships introduced in October 2026 © Monnett Social

A different incentive

Most large social platforms are free because advertisers ultimately fund them.

That model has produced some extraordinary products, but it also creates a basic incentive: more attention means more advertising inventory, more behavioural data and, ultimately, more revenue.

Monnett is trying to break that link.

With Memberships, the company makes money when people decide the social network itself is worth paying for. It does not need someone to spend another hour scrolling in order for the business model to work.

“I don’t want our engineers asking how we can get another twenty minutes of somebody’s day,” Floros said. “I want them asking whether that person saw their friends, whether they found something worth doing, whether they had a conversation, and whether the product was useful enough that they want to come back tomorrow.”

“That difference sounds small. Economically, socially, for our brains, it changes everything.”

Monnett’s ambition is to become an intentional social network, somewhere people open with a purpose and leave when that purpose is fulfilled.

Friends sit at the centre of the experience. People can share their everyday lives, follow people they care about, discover people nearby, meet someone new, make plans with friends and find places around them.

The company does not want success to mean maximising time spent inside the app.

Discover page and Discover settings allow people to customize their experience on Monnett © Monnett Social

Social media with people at the centre

Monnett was built in Luxembourg and has grown to more than 100,000 registered people, with Germany currently its largest market and Luxembourg its strongest market by penetration.

The company is now expanding its team in Luxembourg and plans to focus its next stage of growth across the Benelux and neighbouring European markets.

Memberships launch today as Monnett begins its transition from beta into the first full version of the platform.

For Floros, the launch is less about adding a paid tier than proving a broader point.

“The internet does not have to know everything about you to connect you with your friends.”

“Social networks can make money without turning our lives into advertising data. That is what we are trying to prove.”

About Monnett

Monnett is a social network built in Luxembourg for sharing everyday life with friends and discovering people and places around you. Its goal is simple: put people back at the heart of social media. Monnett has surpassed 100,000 registrations and recorded more than 43,000 weekly active people at its highest point. Memberships launched on 15 October 2026 as the company begins building a subscription-led alternative to surveillance advertising.

Press enquiries:

Anna SMARUJ
media@monnett.social