Nextdoor, a neighbourhood network used by one in four UK households, has released the most significant redesign of its core product to date. The refreshed Nextdoor focuses on three key features – News, Alerts and Faves – and offers new opportunities for advertisers to connect with real, verified neighbours, combining national reach with local relevance.
New Digital Age spoke to Sarah Leary, Co-founder and CMO at Nextdoor to find out more…
How does Nextdoor differ from other social networks?
Nextdoor isn’t just a social network in the traditional sense – it’s a community platform tied to real-life places and people. It’s about giving neighbours the information they need to get the most out of where they live and helping them connect beyond the screen. We’re not trying to keep people trapped online; we want them to discover real-life activities and feel truly at home in their neighbourhoods.
There’s a massive trend globally where a local focus has become central to how people want to engage with the world. Even big brands are looking for ways to build authentic connections and present themselves as intimate and community-focused, rather than just as global giants. This shift really picked up steam after the pandemic, and we see it reflected in how people use Nextdoor to connect with their neighbourhoods and with each other in meaningful, local ways.
This is my baby. I feel deeply attached to Nextdoor because we founded it on the belief that neighbourhoods matter, a belief that’s only grown stronger over the years. After spending time investing and advising other startups, I realised there aren’t many businesses out there with 100 million verified users already in place. That’s an incredible foundation for building a meaningful business that can have a real impact in people’s lives.
What does the new redesign add to the Nextdoor proposition for users?
Working from home has fundamentally changed how people think about local life. Years ago, I’d never have been home in the middle of the day. Now, I find myself heading out to grab lunch, coffee, or have meetings in my own neighbourhood. People are spending more time where they live, and they’re making different decisions about where to put down roots. Neighbourhoods have become even more central to daily life—and that makes our mission at Nextdoor more important than ever.
We heard from our users that Nextdoor had drifted away from its hyper-local roots. People wanted more relevant, time-sensitive information specific to their neighbourhoods. They also wanted better organisation within the app, so they could easily find what they needed when they needed it. That was our cue to step back, rethink, and rebuild a platform that truly serves as a daily utility in people’s lives.
How have you tackled the issues your users’ raised?
People still crave information about what’s happening in their local community, despite the decline of local newspapers. That’s why we’re partnering with thousands of local publishers to bring hyper-local news into the Nextdoor feed. But it’s not just about broadcasting news—it’s about sparking conversations. We’ve set things up so neighbours can discuss what’s happening, and even the reporters themselves can join in, creating a whole new dynamic for community dialogue.
Nextdoor has always been a place where neighbours come together during emergencies. But traditionally, we relied on neighbours posting about events after they’d already happened. Now, through partnerships with alert services, we’re delivering real-time and even preemptive alerts about things like power outages, weather events, or traffic disruptions. It’s a subtle but important shift that lets people better plan their days and stay safe.
Recommendations have always been a core part of Nextdoor, whether it’s the best local coffee shop, a trusted plumber, or a favourite hiking trail. Now, we’re using AI to make all that neighbour-generated knowledge even more accessible. Imagine asking a question and instantly getting a summary based on hundreds of local opinions. It’s going to feel a little bit magical for users, and we’re excited to roll it out across more regions soon.
What are the opportunities for advertisers associated with Nextdoor and why are they timely in 2025?
We’ve redesigned the platform to make it easier to navigate, with everything about your neighbourhood front and centre, and tools for individual users clearly organised. Advertisers have told us they want to be associated with a platform that not only looks great but also feels relevant and trustworthy. The combination of our new design, hyper-local focus, and advanced targeting capabilities is helping Nextdoor become a platform where brands can engage customers with authenticity and local relevance.
What does success look like for Nextdoor over the next couple of years?
For us, success is all about leading with the user experience. We’re focused on becoming part of people’s daily routines, whether it’s checking local news, staying safe with timely alerts, or discovering great local businesses. If we do that well, the audience will grow, and so will the opportunities for advertisers. Particularly in the UK, we’re excited to expand our local news partnerships, welcoming even more local outlets into the fold to help neighbours stay connected and informed.
