VOX.COM – Hinge, dubbed the online dating industry's darling, is popular for its user-focused approach and integrity, particularly in large cities. Despite not being the biggest, its user base and revenue are rapidly growing. Launched in 2013, it underwent a significant redesign in 2016, moving away from swiping to encourage more thoughtful engagement with profiles. This redesign, aimed at fostering serious relationships, was termed "transformative" by dating coach Steve Dean. Mark Brooks, an industry consultant, praised Hinge for its genuine approach, stating, "because they have true integrity, and because their product actually works." This sentiment reflects Hinge's effort to distinguish itself in a crowded market by prioritizing quality matches and relationship-building. Match Group bought a 51% stake in Hinge in 2018, and acquired it in its entirety a year later, giving the up-and-comer access to the enormous resources of the dating behemoth. Match, in turn, got "the missing piece in the portfolio," according to Brooks: a dating app aimed squarely at users aged between Tinder and Match.com. Dean recommends the app to his clients because, he says, it does get people out on dates. Despite these efforts, users often express dissatisfaction with the app, critiquing the exhaustive process of maintaining appealing profiles and the randomness of matches. Emily Stykes, a business analyst at New Street Research, doesn't think any of the major apps, including Hinge, have solved the basic problem of relevant matches. But, she notes, they are aware of it. This is where AI could help. The aim is to have the best "personal matchmaker in the world" who knows "everyone out there." Brooks said that the value of a human matchmaker is "pre-date prep and postdate feedback" from both sides of the match. "That's also when dating apps should get to know their customers, based on the feedback," he said. "That's what would feed a truly informed AI." In some ways, we're already there. Apps are implementing AI to help users with the labor of impression management: Tinder, for instance, has been testing a feature that uses AI to identify your best photos.
Month: December 2023
Justin McLeod: AI Is ‘Really Going to Change the Game’ for Dating Apps
FINANCIAL TIMES – Justin McLeod founded Hinge to create a fun, user-centric dating experience, which later evolved to emphasize long-term relationships. Post-acquisition by Match Group, Hinge expanded significantly while maintaining its focus on meaningful connections. He acknowledges early mistakes, particularly losing focus on customer needs, and has since committed to continuously improving the app based on user feedback and interactions. To address dating app burnout, Hinge focuses on quality over quantity and is integrating AI to enhance matchmaking. Hinge views user churn positively, seeing it as a sign of successful matchmaking, and aims to attract new users through word-of-mouth. Future developments include making AI matchmaking more transparent and understandable, adapting to changes in dating behavior post-pandemic, and emphasizing the importance of authentic and unique profiles. McLeod sees AI as the next significant disruptor in dating technology, prioritizing its integration over other hardware innovations. Lastly, Hinge aims to accommodate various relationship types and preferences.
BikerKiss.com: a New Dating Platform for Outdoor Cycling Enthusiasts
PRESS RELEASE – BikerKiss.com is a new dating platform catering to outdoor cycling enthusiasts who have a passion for motorcycles, bicycles, motorbikes, and e-bikes. On BikerKiss, people can organize cycling events. Features include: 1v1 Chat Room, dating preference filters, selfie validation, block & report.
Tinder Launches First Ever Brand Film in the UK
THE DRUM – Tinder's first UK brand film aims to showcase the app as a means for various types of relationships, not just casual ones. It tells the story of Ava navigating different connections in London, emphasizing the potential for meaningful interactions through the platform. The film is part of Tinder's broader effort to align with real user experiences and the diverse journey of modern dating.
Bumble Supports 2023 National Conference on Domestic Violence
Dateability: a Dating App for the Disabled and Chronically Ill Community
BUSINESS INSIDER – After facing rejection and discrimination on traditional dating apps due to her invisible disabilities, Jacqueline Child and her sister Alexa co-founded Dateability, a free dating app for the disabled and chronically ill community. Launched in 2021, the app claims ~11K users and aims to remove the pressure and stigma around disclosing disabilities by allowing users to share their conditions openly and neutrally.
Video: Amanda Bradford’s Journey: Creating ‘The League’ for Elite Singles
FORTUNE – How Amanda Bradford, The League founder, went from $200K in debt to making her first million with a dating app for the young, ambitious, and wealthy.
Seeking Depth in Digital Dating: the Rise of ‘Date-Me Docs’
Aisle Promotes Slow Dating With Its Latest Campaign ‘Love Doesn’t Have to Hurt’
Ashley Madison Report: Decoding Gen Z
ASHLEY.DATE – The 'Decoding Gen Z' report by Ashley Madison delves into the complex attitudes of Generation Z towards sex, non-monogamy, and discretion. This generation, born between the mid-1990s and early 2010s, has been characterized by various contradictions, being both progressive and conservative in different aspects. In 2022, a significant number of Gen Z individuals, particularly in the U.S., joined Ashley Madison, despite many not being married. The report reveals that Gen Z is more open to non-monogamous relationships compared to previous generations. According to the survey, 57% of Gen Z Americans are willing to consider non-monogamous relationships, and 59% of Gen Z Ashley Madison members prefer open or polyamorous relationships.