{
  "id": 15744835,
  "title": "How Tinder is trying to woo single Brits back to swiping",
  "url": "https://urgent.news/2026/10/20/how-tinder-is-trying-to-woo-single-brits-back-to-swiping",
  "topic": "business",
  "section": "Business",
  "published": "2026-10-20T11:46:55.000Z",
  "source": {
    "name": "City AM",
    "slug": "city-am",
    "url": "https://www.cityam.com/how-tinder-is-trying-to-woo-single-brits-back-to-swiping/"
  },
  "original_language": "en",
  "account": "Tinder's parent company, Match Group, has recognized that it has struggled to keep up with shifting dating trends and is now attempting to win back single Brits by encouraging face-to-face interactions. Chine Mmegwa, Match Group's head of strategy and corporate development, admitted that the company had been static for too long, and they are now evolving to meet users' needs. The company's latest study surveyed 3,000 British singles and found that 61 percent prefer meeting people in person, despite 43 percent stating most socializing currently occurs on screens. To attract these singles, Tinder has introduced group activities and double dates across more than 50 cities worldwide. The shift is particularly crucial as dating apps face pressure to revive subscriber growth and prove the value of premium memberships. Mmegwa emphasized that the company must demonstrate the worth of subscriptions, acknowledging that some users may not require them. Trust is a significant concern, with 67 percent of British women worrying about safety before a first date compared to 31 percent of men. Tinder has reduced fake account interactions by 60 percent through facial verification technology, but tougher identity checks could deter some users. Match Group's CEO, Spencer Rascoff, highlighted that trust is essential for the industry's future, and companies must ensure users feel comfortable and safe in their interactions.",
  "summary": "Tinder’s parent company has admitted it failed to keep up with changing dating habits as it fights to get Brits swiping again, with new figures revealing a growing preference for meeting people in person rather than through dating apps. “Being static is sort of the worst thing to be”, Chine Mmegwa, head of strategy and [...]",
  "key_points": [],
  "editors_take": null,
  "illustration": null,
  "coverage": {
    "outlets": 1,
    "also_reported_by": []
  },
  "ai_generated": true,
  "disclaimer": "Summaries, key points and the editor’s take are written by software from other outlets’ reporting and may contain errors — always check the linked original."
}