Dating apps are swiping left on the features that made them as Gen Z looks for love in real life
Two of the biggest names in American online dating are rethinking the product that built their businesses. Bumble founder and CEO Whitney Wolfe Herd summed up the shift on an Aug. 5 earnings call, saying the company is moving away from “optimizing for swipe speed and velocity” toward “something more intentional, fewer, better, and more considered signals.” A day earlier, Match Group CEO Spencer Rascoff said Tinder’s Events tab, an in-app feature that shows users local activities they can attend together, had expanded to 10 U.S. and European cities since March, with plans to reach 75 by year’s end. The rethink comes as the industry’s core numbers soften. Match Group, which owns Tinder and Hinge, ended the second quarter with 13.3 million paying users, down 6% from a year earlier, while Tinder’s monthly active users fell 7%. Bumble’s paying users dropped 16.4% to 3.2 million. Both companies are charging more per subscriber to off...