Dating apps are swiping left on the features that made them as Gen Z looks for love in real life

Two of the leading dating app companies are reevaluating their products as Gen Z seeks love in the real world. Bumble's CEO Whitney Wolfe Herd acknowledged the shift on an earnings call, stating the company is moving away from "optimizing for swipe speed and velocity" to "something more intentional, fewer, better, and more considered signals."

Match Group, the parent company of Tinder and Hinge, reported a 6% decrease in paying users year-over-year, while Tinder's monthly active users declined 7%. Bumble's paying users fell 16.4% to 3.2 million. The industry's revenue has also decreased for the first time in six years. Gen Z is driving this change, with younger daters frustrated by endless options and unproductive conversations.

Dating apps are responding with better matchmaking, more in-person experiences, and AI. The traditional swiping feature, initially designed to keep users engaged, is now being reconsidered. Some companies are focusing on better matchmaking algorithms, more in-person experiences, and AI. Bumble has ended the requirement for women to initiate heterosexual matches and shortened the reply window, while Tinder is introducing local events like trivia nights and ceramic classes. These changes reflect a shift towards more intentional, face-to-face interactions.