Governance

Important Notice

Ruck Social LTD is currently a privately-held limited company.

At present, Ruck is governed solely by its founders, and the Ruck Stewardship Trust (RST) described below has not yet been formally incorporated. The governance model outlined here represents our intended final structure, designed to safeguard Ruck’s long-term independence, ethics, and commitment to the LGBT+ community.

The reason this structure has not yet been fully implemented is that, during the early stages of development and launch, it is essential to maintain operational flexibility. This allows us to respond quickly to the needs of users and build the foundations of a sustainable platform. Creating and registering a stewardship trust is a complex and costly legal process that must be done carefully and at the right moment to ensure it provides genuine, lasting protection.

Our commitment is clear: as Ruck grows towards a sustainable, scalable future, the Ruck Stewardship Trust will be incorporated, and control of Ruck Social LTD will be formally transferred to it, in accordance with the Charter set out below. This will enshrine our founding principles in law and ensure that Ruck’s users (not investors, advertisers, or shareholders) remain our ultimate priority, forever.

We believe in transparency at every stage. We will publish regular updates on our progress towards this transition.

Our Governance Model

At Ruck, we’re building something that puts people over profit, permanently. That’s why we’ve created a structure that guarantees our core values and protects the integrity of our app, even as we grow.

Ruck Social LTD is the operating company that develops and maintains the Ruck dating app. It is responsible for the technology, staff, partnerships, and revenue model. However, Ruck Social LTD is majority-owned by an independent, non-profit trust called the Ruck Stewardship Trust.

The Trust exists solely to uphold the founding principles of Ruck: to create a safe, inclusive, and ethical space for LGBT+ people to connect. It is governed by a board of independent stewards who do not benefit financially from the app’s profits. Their job is to protect user rights, ensure ethical monetization, and prevent commercial or investor interests from eroding the core experience of the platform.

Key Principles of Our Governance Model

Permanent independence: The Trust holds a controlling share of Ruck Social LTD, ensuring it cannot be sold, restructured, or manipulated without the stewards’ approval.

Separation of power: The for-profit company runs the app and earns revenue, but the Trust can veto decisions that violate our values or Charter.

Sustainable profits: While Ruck Social LTD is a business and must generate revenue, it does so transparently, fairly, and always in service to users, not at their expense.

Global ethics: Our governance model is designed to be applicable and respectful internationally. Our privacy, moderation, and revenue decisions account for regional legal and cultural contexts.

No sale of user data. Ever: We do not, and will never, sell or monetize personal data. This is hard-baked into our governance documents.

Our Charter

The following principles are embedded in the legal and ethical framework of the Ruck Stewardship Trust and guide the long-term stewardship of Ruck Social:

1. Purpose

The purpose of the Trust is to protect the core values of the Ruck app and ensure it remains a safe, ethical, and inclusive space for LGBT+ individuals to connect, without exploitation or enshittification.

2. Stewardship

The Trust is governed by a board of stewards appointed for their commitment to ethical tech, LGBT+ rights, and digital governance. They must be independent of any commercial or investor interests.

3. Ownership and Veto Rights

The Trust holds a controlling (majority) shareholding in Ruck Social LTD. This gives the Trust the right to:

  • Approve or reject any sale, merger, or restructuring of the company.

  • Veto changes to monetization models that violate user protections.

  • Enforce compliance with this Charter through formal review.

4. Core User Protections

The following features and principles are protected in perpetuity:

  • Essential communication features (e.g. messaging, profile browsing) must always be free.

  • No targeted ads based on sexual orientation, gender identity, or sensitive data.

  • Users can use the app anonymously without linking other social profiles.

  • Data collection is minimal, transparent, and never sold or repurposed.

5. Monetization Principles

  • Ads (if present) must be clearly marked, relevant, and non-invasive.

  • A fair, affordable premium tier can be offered to support sustainability.

  • Premium tiers must not introduce pay-to-win dynamics or limit essential access.

6. Transparency & Accountability

  • Annual public reports will be published on our financials, data usage, and Trust activity.

  • The Trust will maintain an open feedback mechanism and conduct regular user consultations.

  • Stewards will be rotated periodically to avoid concentration of influence.

7. Ethical Exit Clauses

In the event that Ruck Social LTD is ever wound down, the Trust must ensure that:

  • User data is deleted or handed over safely to a stewarded successor.

  • No sale of the app or its assets can occur without full transparency and user consultation.

To read our full legal Charter, which details the governance framework Ruck is committed to implementing, see Charter of the Ruck Stewardship Trust