Bumble teases a swipe-free future as it doubles down on IRL meetups
Bumble says it’s moving beyond swiping and deeper into real-world social experiences as it courts Gen Z users.
Bumble is shifting its focus away from swiping and towards real-world connections as it looks to attract Gen Z users who are seeking more authentic ways to meet people. The company unveiled its new app, Plans, designed to facilitate low-pressure, group meetups where users can develop friendships that could potentially evolve into romantic relationships.
During its second-quarter earnings call, Bumble CEO Whitney Wolfe Heard revealed that early tests for Plans showed promising results, indicating a significant change in the company's approach to online dating. Wolfe Heard explained that group socializing is a preferred method of meeting for Gen Z and that Bumble aims to act as a natural bridge from meeting to socializing to dating.
Plans allows users to join small group events such as drinks and dinners at local venues, with the potential for deeper connections to form. The company is also moving away from the traditional swipe model altogether, with plans to introduce an alternative interaction model that emphasizes more deliberate, considered signals. While Bumble is making strides in this new direction, the company is still in a turnaround phase, with a 15.2% decrease in revenue year-over-year and a decline in paying customers.
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