Genuine was founded by social media entrepreneur Daniel Morrison.

Daniel was inventor and co-founder of early social network ITtoolbox, launched in 1998. In 2007 the company was named One of 20 Companies Disrupting the Information Landscape by Industry analyst Outsell Inc., alongside YouTube, Facebook, and Zillow, for helping invent one of the first online media models built on user sharing. The company was acquired that same year, sidelining Morrison from the social media industry for a five year non-compete period.

In 2014 Morrison founded Genuine Social to tap unrecognized value and address negative social problems he felt the leading platforms had settled into, by inventing completely novel features to improve online sharing. Since then, the company has interviewed over 500 high school and college students in its offices in focus group format, launched eight apps, and received over a dozen patents on inventions that have gone on to be used by 10s of millions of users globally. Genuine: Find Your Realest is the company’s latest invention, now available by exclusive invite only.