Esther Perel Partners with Hinge to Create New Prompts

Hinge has teamed up with renowned psychotherapist and relationship expert Esther Perel to create new prompts for users to engage in conversation.

Perel was involved in creating new “Your World” prompts, including a collection of ten questions designed to help Hinge users share more about themselves in their profiles and hopefully attract better matches.

“[The prompts] are intended to help someone reading them have a bit more imagination about how your world and their world might connect,” Jackie Jantos, Hinge’s president and chief marketing officer, told Fast Company. “Esther contributed what she knows about getting into deeper, more intimate conversation.”

According to Fast Company, Hinge approached Perel and had been in conversation with her for “a number of years” before deciding that the prompts were the best way to implement her strategies for improving communication between users. It was through prompts that Hinge daters were already sharing some personal insights, according to Jantos, and Perel approached creating the prompts with a sense of fun to provide more of an opening for telling stories.

Perel has a roster of celebrity clients and is known for her prowess in helping couples open up to each other through being more vulnerable, so that they have a better understanding of each other and themselves.

For the prompts, Perel focused on friendships, pets, and family, among other personal topics. The friend prompt begins: “In my friend group, I’m the one who…” and for family, the prompt begins: “An award my family would give me…”

Hinge is catering to a Gen Z audience, which gravitates toward the app because of its focus on building communication. According to Fast Company, in 2024 likes on prompt responses were 47 percent more likely to lead to a date (rather than photos).

Hinge’s numbers continue to grow, thanks to Gen Z. The app is a bright star for parent company Match Group who has been struggling with Tinder’s revenue as its userbase continues to decline, particularly paying users. Gen Z is not so interested in endless swiping, they want to be more intentional in communicating with one another, especially over apps. Tinder seems to be launching some AI-driven features that include prompts and other communication tools as this becomes more important.

“Hinge was initially designed for a millennial audience, and we’ve had to continually iterate to bring the app closer to Gen Z’s mentality,” Jantos told Fast Company. “Gen Z is looking for intentioned relationships. I do think they need some support in product experiences that are guiding them toward that.”