In 2010, Jenna McGuire, Michael Posada, and Kathy Armstrong are thirty-somethings who developed a service called The Love Formula in Ann Arbor, Michigan. The Love Formula achieved one of the rarest things possible: no user complaints. The media took that to mean it had a "100% success rate," but the team winced whenever it was pitched that way, fearing backlash. They were just glad they were helping people find happiness and being able to work with their best friends. Each of the friends uses the service to find their own matches and comes to terms with the technology in different ways. Jenna, who becomes the face of The Love Formula, struggles because she's approaching her 100th date without finding a perfect match. She balances feeling like a fraud selling a service that doesn't work for her, while also trying to find a happy relationship. The Love Formula is written in a tongue and cheek style that embraces the romantic comedies it references and is influenced by.