Secret, the Android and iOS app that allowed users to share their most scandalous secrets under the veil of anonymity, is no more. Co-founder and CEO David Byttow recently announced via Twitter that he has decided to shut the company down.
Apps have been pulled from their respective app stores and the team is taking steps to permanently delete all content and data ASAP.
Byttow elaborated on the decision in a post on Medium, saying this has been the hardest decision of his life and it saddens him deeply but the app no longer represents the vision he had when he started the company. By his own account, the app was used by more than 15 million people as a vehicle for honest, open communication and creative expression.
Byttow added that the majority of the Secret team has already moved on to other opportunities and he will spend most of his time helping the remaining team members find their next home. Co-founder Chrys Bader left earlier this year following the app's redesign.
Secret as a company still has a large amount of invested capital. Instead of trying to pivot, the executive said he believes the right thing to do is to return the money.
Interestingly enough, Byttow said he plans to publish postmortems over time in hopes that others can learn from his company's unique mistakes and challenges over the past 16 months. No word yet on what his next move will be.