Category: Outlets – Financial Times

Hinge’s Algorithm Doesn’t Judge on Attractiveness

Posted on March 10, 2026
Hinge Jackie Jantos

FINANCIAL TIMES – Since 2021, Hinge’s MAU have doubled from 4.8M to 11.8M (Sensor Tower), while Tinder went from 65M to 51M. Jackie Jantos played a pivotal role, as Hinge’s CMO for 4 years before becoming CEO in December. “Prompts” – short notes that users write on profiles to share their interests and spark conversation – and emphasis on chat over simply responding to photos boosted its success. Does the algorithm rate users’ attractiveness? “No,” Jantos says. “We are trying to find who you might like and who might like you. The algorithm has the information around the individuals who you’ve liked and it also sees signals around content that you’ve liked.” Revenue per payer on Hinge was $31.97/month in 2025. Paying users increased to 1.8M at the end of 2025. Jantos says maintaining the “free experience”, which gives users eight likes a day, was “sacred.”

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Dating Apps Shift Focus to Friendship Amid Growth Challenges

Posted on September 30, 2024

Bumble For Friends logoFINANCIAL TIMES – Bumble, Match Group, and Muzz are expanding into friendship and community-building to boost growth as dating app usage slows post-pandemic. Bumble is scaling its BFF app and recently acquired Geneva, a community-building product. Match launched Yuzu, allowing users to toggle between social and dating modes. Muzz introduced Muzz Social, connecting users by location and interests.

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Dating Apps Develop AI ‘Wingmen’ to Generate Better Chat-up Lines

Posted on September 2, 2024

Dating apps picFINANCIAL TIMES – Dating apps like Tinder, Hinge, Bumble, and Grindr are developing AI tools to assist users in improving their interactions. For example, Tinder is testing an AI feature to help users build profiles by selecting the best photos, and Hinge plans to launch a chatbot offering feedback on user-generated prompts. Grindr's "Grindr Wingman" generates conversation prompts based on users' profiles and chat history to reduce dating fatigue. Match Group added it is investing in recruiting AI talent as a "game-changing" priority for its flagship dating products. Engineers from Hyperconnect, the South Korean social media company it acquired in 2021, would be redirected to build AI tools at Tinder and Hinge.

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Niche Dating Apps Thrive as Mainstream Rivals Struggle

Posted on July 29, 2024

Archer logoFINANCIAL TIMES – Targeted dating apps are gaining traction as mainstream rivals like Tinder and Bumble face user declines. Apps like Grindr and Feeld attract specific communities, such as gay men and those interested in non-monogamy. Grindr's shares have doubled in 2023, contrasting with declining shares of Match Group and Bumble. Feeld has seen a 10% increase in users exploring open relationships and polyamory. These niche apps benefit from a deep understanding of their communities, leading to higher user loyalty and monetization opportunities. Match Group is shifting focus to niche products like Archer, for gay and bisexual men, and other demographically tailored apps to offset declines in mainstream platforms.

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Young Women Falling out of Love With Dating Apps

Posted on May 27, 2024

Young woman on tinderFINANCIAL TIMES – Dating apps like Tinder and Bumble are enhancing features and rebranding to attract more Gen Z women, addressing concerns of burnout and safety. Female users report burnout, unsolicited content, and threats, prompting improved content moderation and verification. Market shares of Match Group and Bumble have significantly dropped. New features include Bumble's "opening moves" and Tinder's AI photo selection. Bumble faced backlash for ads mocking celibacy. Both apps see a decline in active users, highlighting the challenge of engaging young women, a crucial demographic for their success.

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Grindr CEO Urges Caution Over Giving out Personal Data on the App

Posted on April 29, 2024

GrindrFINANCIAL TIMES – Grindr's CEO, George Arison, has advised users to be careful with their personal information on the app, especially after a UK political scandal where Tory MP William Wragg was caught in a honeytrap after sharing private images. Arison emphasized the importance of discretion, noting that while Grindr offers features like expiring photos to protect privacy, users must manage their own safety. This warning comes amid a lawsuit accusing Grindr of improperly sharing sensitive data, including HIV status. Arison reassured that Grindr avoids sharing user details for advertising, affecting revenue but ensuring safety.

by Cristina Criddle & Hannah Murphy
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Dating App Score Is Matching Users Through Credit Scores

Posted on February 12, 2024

ScoreFINANCIAL TIMES – Score is a new dating app launching in the US that matches users based on their credit scores. To join, individuals must pass an Equifax credit check, with only scores above 675 accepted. The app doesn't display exact credit scores but ensures all users meet this financial criterion. Rejected applicants receive tips to improve their credit. Score aims to promote financial stability as a key factor in dating, reflecting a trend among younger generations who value financial responsibility in potential partners.

by Claer Barrett
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Dating Apps Test Just How Much Users Will Pay for Love

Posted on January 9, 2024

Tinder selectFINANCIAL TIMES – In an increasingly crowded market and battling a slowdown in growth, apps like Tinder are looking at more expensive tiers of service and added perks in order to increase revenue, putting to the test just how much people will pay to find a partner. In Sep, Tinder introduced a controversial $499 a month Select subscription, available to just 1% of the app's users. It promised "unrivalled access to the absolute best of Tinder" for its most "sought-after profiles". Hinge introduced subscription tiers Hinge Plus and Hinge X, with varying prices and features like enhanced profile exposure and unlimited likes. Hinge reported a significant boost in its annual revenue per payer and a 44% increase in total revenue to $107M in Q3. Bumble is also under pressure after CEO Whitney Wolfe Herd announced in Nov she was leaving. Its shares are currently down 80% over the past five years.

by Euan Healy
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Justin McLeod: AI Is ‘Really Going to Change the Game’ for Dating Apps

Posted on December 28, 2023

HingeFINANCIAL 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.

by Cristina Criddle
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Tinder and the Old-fashioned Art of Matchmaking

Posted on October 30, 2023

Tinder Matchmaker feature1FINANCIAL TIMES – Tinder's 'Matchmaker' enables parents and friends to recommend dates and bring "your circle of trust into your dating journey". Mark Brooks, a consultant to dating apps [Courtland Brooks], says "Indian apps have been doing this for years." Matrimonial sites such as Shaadi.com let users say if their profile was created by themselves, a sibling, friend or parent. For those in the west, Brooks says, matchmaking features can be "amusing", even "transformative". We can be delusional about ourselves and our interests – notably our athleticism. "Some people really need a little reality check . . . Friends or family can spot potential red flags in profiles."

Colleen Sinclair, Professor at Louisiana State Uni., conducted an experiment to see if Americans would take advice regarding online dates. "Friends tend to be the primary source of relationship advice. Ultimately when you have lots of choices we like things that help us narrow them down. Whenever we're in a situation which [has] no script, our instinct is to go to others for help."

A recent Stanford University study found a large % of Tinder users were not looking for dates, with almost two-thirds already in a relationship. One of the authors said many "reported using the app for social connectedness, entertainment and distraction". As a parent, the prospect of checking out an offspring’s dating life is tantalising. Interfering might not ruin a budding relationship, but this constant presence does little to cultivate independence.

by Emma Jacobs
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