Dating Services

Dating app Hinge posted some advice on its blog to guide users heading into the busiest season for dating apps, from New Year’s Day until Valentine’s Day.

Hinge advises users to embrace a concept called “Dating Forward,” which means to focus on intentional actions to create the love life you want. Hinge’s Director of Relationship Science, Logan Ury said in the post to give your profile a refresh, which includes updated photos, trying out a new prompt on its app, and including your dating intentions so there’s clarity about what you want in a relationship.

There are also other tips Ury offers for searching on dating apps, such as looking for potential in matches and agreeing to message and meet for a date to see where it goes before discounting them because they don’t match your ideal.

Match Group is refocusing the strategy for its most popular dating app Tinder, the company announced this week. It faces increasing pressure from activist investors to improve its financial forecast.

Match Group said in its recent investor day meeting that it plans to “prioritize improving user experience over monetization,” According to Bloomberg. The idea is if Tinder moves away from its reputation as a hookup app it can reverse the continued decline in paying users.

The company also shared that revenue will be flat or in decline through 2026, but will start to turn around in 2027 with slow, single-digit growth, according to Bloomberg. Shares in Match Group fell during the meeting as these proclamations were made.

Tinder released its annual Year in Swipe study, and while the company has struggled in recent months to attract new paying users, many are still turning to the app to find serious relationships, not just hookups.

“Looking for…” was Tinder’s top bio mention in 2024 according to its global data. The company also found that a majority of singles – 53 percent of men and 68 percent of women – want a romantic relationship. But they are doing more than posting this desire in their bios. Nearly 20 percent of 18-to-30-year-old daters said they are creating vision boards to manifest their ideal relationship in 2025 (assisted by Tinder’s new interactive vision board tool that can be shared with friends and family).

Tinder CMO Melissa Hobley told Mashable: "I'm seeing — I think a lot of people seeing this growing frequency of people say, 'Do not talk to me if you're not looking for something serious.'"

The CFO and CMO of Bumble have announced their departures for early 2025, a shakeup for the dating app company.

According to Seeking Alpha, Bumble’s Chief Financial Officer Anu Subramanian will continue in her role until March and Chief Marketing Officer Selby Drummond will leave in January. The company has started a search process to replace Subramanian, who joined the company in 2020 and led it through its initial public offering.

According to Tip Ranks, the moves caused the share price for Bumble to increase, but overall the stock has declined almost 40% just in the last year.

Hailey Welch, the “Hawk Tuah” girl who rose to fame from a viral video moment has now launched a new dating app dubbed Pookie Tools.

Pookie Tools is AI-based and acts like a virtual wingman, offering everything from conversation prompts to outfit recommendations to profile enhancement tips.

The app targets the Gen Z market with some of Welch’s “cheat codes,” as the description in the app store reads. The cheat codes include a “Conversation Assistant” and “Text Responder” that offer personalized prompts to keep conversations going and an “Astrological Insights” feature that helps determine a match’s compatibility based on zodiac signs.

The share price of Match Group Inc. dropped after a disappointing third quarter earnings report, signaling that consumer interest in paying for dating app subscriptions continues to wane.

According to Business Insider, Match Group shares dropped more than 18 percent after the company reported that paying users on its most popular app Tinder fell 4 percent in the third quarter from the same time period last year, to $9.9 million. The revenue decline for Tinder has been continuous the past few quarters, and Match Group says it expects this slowdown to continue in the fourth quarter.

Hinge continues to be the star of Match Group’s offerings, growing 36 percent year-over-year, though its userbase is still a fraction of Tinder’s.