Bumble Separates Dating App from Its Networking Apps

  • Contributed by:
  • Views: 339

Popular dating app Bumble has decided to nix mixing business with pleasure. It will now enable users of Bumble Bizz and BFF to search for new relationships outside of dating by turning off the app’s dating mode.

Bumble Bizz, the networking platform to help people find new business opportunities, and Bumble BFF, which helps people connect with others seeking friendships, were both launched in 2017. However, they were connected to the original Bumble dating app, so if you were looking for a job or a friend, you also shared your profile with potential dates. This wasn’t ideal for those who were only looking for platonic connections.

Now that Bumble has officially separated these areas, they are looking to expand their user base beyond singles.

"We didn't want to alienate people who just want to come to Bumble for business and friendship," Sara Foster, Head of Creative for Bumble BFF and Bumble Bizz told website POPSUGAR. "Not everyone is comfortable having it on their phone, and we won't deny that."

Besides appealing to a new group of potential app users, Bumble is approaching its original dating app from a broader perspective, focusing on making connections in all areas of life – career, friendships, and romantic - whereas other dating apps like Tinder are focused on market share and new features to enhance the dating-only experience. Bumble is also creating a friendly format for women, so that they can feel empowered to network and make their own connections, no matter what stage they are in life.

Foster noted that many women don’t have the benefit of living in the same place where they grew up, and maintaining life-long friendships with people they met in school. Instead, many women find themselves trying to make friends into their thirties and beyond, and finding the process difficult. If you can find a romantic partner online, why not a friend or a business partner?

Bumble BFF has come with some criticism, with a few reviewers pointing out that the app feels more discouraging and selective than a dating app. Instead of instant bonding, there are also messages that go unanswered and less-then-enthusiastic meet-ups, with people overly-curating their profiles in order to compete with other users.

However, Bumble is working hard to take the stigma out of the online search for human connections, whether it’s through dating, friendships, or work colleagues. To increase awareness and engagement, Bumble recently launched a new “#MorningCommute” video series on LinkedIn, where Bumble employees are filmed talking about their careers and how they landed a job at Bumble.

"I have friends who have gone into business with people they met on Bumble," Foster said to POPSUGAR. "There's a whole network of cool, smart, ambitious girls on BFF who are looking to get their squad together."

For more on this dating app you can read our Bumble review.