Bumble, a dating app that allows women to make the first move, is introducing a new feature called “opening moves” that allows men to respond to prompts set by female users to initiate conversations. This feature marks a departure from the app’s original premise that women must always start conversations with their matches. The change is part of a larger relaunch of the app led by new CEO Lidiane Jones, who took over from founder Whitney Wolfe Herd earlier this year. Jones believes that the update will help Bumble adapt to the evolving needs of users who are seeking more authentic human connections.
Jones sees the redesign as a way to help the platform meet the increasing demand for authentic connections in the online dating world. The new feature, along with updated dating intentions badges and photo requirements, aims to empower women while also allowing for more variety in user interactions. Bumble is also focusing on highlighting common interests in potential matches’ profiles to facilitate more meaningful connections between users. These changes could play a crucial role in returning Bumble to profitability following a significant financial loss and drop in share price after its initial public offering in 2021.
Bumble, which also owns dating apps Badoo and Fruitz, is expected to report a significant profit increase in the first quarter of this year compared to the previous year. Wall Street analysts predict a $12 million profit for the company, up from a $2.3 million loss in the same quarter last year. The number of paying users on the platform is also projected to increase by 14% to over 3.9 million. This financial growth will allow Bumble to invest in further growth and continue delivering profitability for its shareholders. Jones believes that the company is at a strategic inflection point where they can balance growth and profitability to achieve their goals.
Overall, Bumble’s introduction of the “opening moves” feature and other updates signal a shift in the app’s approach to online dating. By allowing for more flexibility in how matches can initiate conversations and emphasizing common interests, Bumble aims to provide a more personalized and engaging experience for its users. These changes come at a time when singles are seeking more meaningful connections and alternatives to traditional online dating platforms. Jones and the Bumble team are confident that the app’s relaunch will help it stay relevant and competitive in the evolving dating landscape, while also driving financial growth and profitability for the company and its shareholders.
