After All the Hookups, Tinder Wants to Redefine the Relationship
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The dating app needs more women and Gen-Z users to swipe right in order to revive growth. Success is far from guaranteed.
Tinder is in a rut. Match Group Inc., parent company of the decade-old casual-dating juggernaut, was one of the worst performers on the S&P 500 last year, plunging almost 70% as investors fretted that the app is losing its mojo. Tinder contributes more than half of Match's revenue, but downloads have declined since 2020 and paid user growth has slowed. Attracting and retaining Gen Z and women is a top priority for Match's new Chief Executive Officer Bernard Kim, who ousted Tinder's management team after taking over in June. He brings bags of experience from his previous role at mobile-gaming company Zynga, but his efforts to reinvigorate the brand may...