Netlog

Overview

Founded in Ghent in 2003 by Lorenz Bogaert and Toon Coppens, Netlog was a European social networking platform that preceded Facebook's European expansion and reached tens of millions of users at its peak. The platform targeted a young, primarily European audience and competed in an era when regional social networks were still viable against American incumbents.

Netlog ultimately could not sustain competition against Facebook's global scale and shut down. However, its lasting contribution to the Belgian tech ecosystem extends far beyond its own commercial outcome. The company produced an alumni network that went on to found and lead some of Belgium's most important technology companies, including Showpad, In The Pocket, and Teamleader.

The concentration of founding talent, technical experience, and investor relationships generated by Netlog's early years helped establish Ghent as Belgium's most productive startup city outside Brussels. It remains the clearest example in Belgian tech history of how a single company, even one that fails, can seed an entire regional ecosystem.

Media & appearances

• WintercircusYouTube2026-03-05
  Bart De Wever in het Wintercircus: over technologie, durf en de toekomst van BelgiëThe Ghent 'Netlog mafia' cited as a rare European example of success breeding more success.
• Ben's MentorsYouTube2026-02-04
  Louis Jonckheere: Zo Bouw Je Een Bedrijf Dat Voorbij €100 Miljoen Groeit!Where Jonckheere started via a Vlerick internship arranged by Cedric De Vleeschauwer and got his first job in business development from Lorenz Bogaert.
• Ben's MentorsYouTube2026-01-07
  Startup Legende Lorenz Bogaert over Bedrijven Starten, Groeien en VerkopenBogaert's social network that grew to hundreds of millions of users across Europe, adding up to 10 million users a month, but missed its exit window during the financial crisis.
• The HarbourYouTube2025-11-20
  BORIS BOGAERT (PITCHDRIVE) - from entrepreneur to vc investorBelgian social network where Boris led the commercial team 2007-2010; became the biggest site in Belgium, Italy and Turkey with tens of millions of members, later pivoted to Twoo and was sold; origin of the 'Netlog mafia'.
• SuperNovaYouTube2025-11-19
  From Netlog to a dating platform: The pivot that built an empire | Polestar Conversations Ep. 3Social networking site Bogaert founded that hit difficulties and was pivoted into a dating platform using its users, technology and team.
• Ben's MentorsYouTube2025-10-29
  Waarom de Meeste Start-Ups Falen en hoe jij Kan Groeien!Belgian social network with 100 million users in 2010 that raised €6M while Facebook raised $4B, pivoted to dating and sold for €26-28M.
• VirtualYouTube2025-09-24
  Virtual S02#3 - De AI-bubbel zal barsten, maar creëert meteen ook de nieuwe Microsoft.Emerged in the slipstream of Tele Atlas and spawned many other Ghent startups. Emerged after Tele Atlas and spawned many other Ghent startups. Additional recording: Virtual.
• SuperNovaYouTube2025-07-30
  SuperHeroes at SuperNova Ep. 8 | Lorenz Bogaert - StarAppsBogaert's social network formed in 2006, once one of Europe's largest, hit hard by the 2008 financial crisis and later pivoted to dating.
• Johan de WitYouTube2025-06-27
  De SaaS founder mindset: resilience, eenvoud en loslaten - Lorenz Bogaert, StarAppsBogaert's European social network with tens of millions of users; a sale to a Dutch company fell through during the financial crisis, pushing the team into survival mode and toward dating.

Stated facts & numbers

• Netlog took about 8 years before raising funding from top VCs including Index Ventures, LocalGlobe (Saul Klein) and Atomico.Ben's Mentors 2026-01-070:08:38
• Netlog grew to tens of millions of users, in some months adding 10 million new users.Ben's Mentors 2026-01-070:09:38
• Netlog's predecessor was already profitable at roughly €500,000 per month in (mostly ad-driven) revenue when it raised approximately 7 million.Ben's Mentors 2026-01-070:55:33
• Netlog had 100 million users in 2010, raised €6M from Index Ventures, while Facebook raised ~$4B; Netlog pivoted to dating and sold for €26-28MBen's Mentors 2025-10-291:20:33
• Netlog went through roughly five years of bootstrapping with very slow financial growth before raising investment.BlackBird Business Events 2024-08-090:09:14
• Netlog had around 50 million users at its peak.BlackBird Business Events 2024-08-090:15:23
• Twoo reached 200 million users, larger than Netlog, with only a small fraction paying — enough for a viable business.BlackBird Business Events 2024-08-090:22:05
• Twoo/Netlog was sold to Meetic (Match Group's European arm) in 2011-2012.BlackBird Business Events 2024-08-090:21:02