Match Group Acquires Exclusive Dating App The League
Contributed by: kellyseal on Wednesday, July 20 2022 @ 09:30 am
Last modified on Wednesday, July 20 2022 @ 09:48 am
Match Group has acquired The League, a dating app known for its exclusivity because you have to apply to join.
The news about the members-only dating app was disclosed by a Tinder spokesperson to Tech Crunch[*1] . The League has become popular among ambitious, career-focused people looking for a more exclusive dating app experience, and as a result the app grew a long waiting list with people vying for a place. The terms of the deal were not disclosed.
Match Group’s new CEO Bernard Kim sent an email to employees, sharing the news: “We have just closed our acquisition of The League, a premium, niche dating app with a curated member base focused on matching career-oriented users looking for a serious relationship,” Kim wrote.
The League will join Match Group’s roster of popular dating apps, including Tinder, Hinge, Match, OkCupid, Plenty of Fish, Our Time, Stir and more.
The application process includes submitting social media profiles, and most people are waitlisted until they undergo a review process and screening algorithm, which could take months. The League says this is to effectively match users with “similar career goals and ambitions,” according to Tech Crunch.
Once you are accepted on the app, you can join for free with basic access, or choose a paid membership that can be much pricier than other apps – (once again tapping into the exclusivity of those who can afford to be dating on the app). If a user decides on a paid membership, they can choose to become a Member, Owner or Investor, which cost $199.99, $399.99 and $999.99 per month, respectively.
Once in, you have access to a Concierge to let you know what’s happening, and you can view others’ “League Scores.” The Score is a number derived from a user’s interactions on the app – from how nice a person is to the Concierge to how often they log in, if they respond to people’s messages, and how often they select a match. The score also tallies if anyone has reported a profile for any rude or “flaky” behavior.
The League has been scrutinized since its launch in 2014, with some critics viewing it as elitist. Refinery 29 described it as: “... [The League] basically works as the Soho House of dating. Aimed at local elites hoping to land a power-couple-like situation...” And Forbes headlined its article about the app as follows: “Are You ‘Kind of a Big Deal?’ Dating App for Elites Will Protect Your Personal Brand.”
CEO Amanda Bradford has defended the app according to Tech Crunch, noting that anyone can apply to join regardless of their income, background, profession or education, although it retains its elitist reputation.
Match Group hasn’t announced any changes to the app itself or to the organizational structure.