Signals of Change: are dating apps dying?

Dating Apps Move from Casual to Meaningfully Connected

This Article is based on the White Paper Strategic Foresight Analysis: The Resurgence of In-Person Communities as a Response to Digital Saturation.

Why is this important?

Examining how online dating platforms were designed and how people actually use them, offers insight into the broader relationship between technology and human behaviour. It raises a fundamental question: does technology shape society, or does society determine the technologies we create? And what does this mean for the future?

The Strategic Shift at Tinder

The strongest signal that Tinder was evolving came with the hiring of Paul C. Brunson as Head of Global Relationship Science in January 2023. A world-renowned matchmaker, life coach, and TV personality on Married at First Sight UK, Brunson brings a unique approach that combines research with centuries-old matchmaking wisdom to foster long-term relationships rather than casual encounters.

This strategic hire preceded major changes in 2024, when Tinder appointed a new CEO. Shortly after, Spencer Rascoff, the new CEO of Tinder's parent company Match Group, publicly acknowledged that Tinder's "hookup app" reputation was losing appeal among Gen Z users, who increasingly prioritize meaningful connections over casual sex.

In mid-2025, these strategic changes materialized with the launch of "Double Date," a feature allowing users to pair up with friends and match with other pairs. This innovation transforms dating into a group-first, lower-pressure experience that moves away from the traditional one-on-one swipe culture.

Meanwhile, Brunson has been systematically reshaping Tinder's public perception through published research, a book, speaking engagements, and his podcast We Need to Talk. Together, these initiatives create a comprehensive marketing and PR ecosystem designed to encourage behavioural changes on the platform.

The Competition: Hinge's Long-Term Approach

Hinge has long positioned itself as "the dating app designed to be deleted," emphasizing serious, long-term relationships. Also owned by Match.com, Hinge consistently ranks among the top three dating apps and has built a strong reputation specifically for fostering serious relationships.

Logan Ury, a behavioral scientist turned dating coach who serves as Director of Relationship Sciences at Hinge, has been instrumental in the app's PR strategy. Her approach focuses on educating users about effective dating strategies through research-backed insights.

Notably, Ury has stated in interviews, including on The Diary of a CEO, that Hinge's algorithm doesn't deliberately keep users in a perpetual matching cycle. Instead, the platform prioritizes helping users find their match, believing that word-of-mouth recommendations from successful couples are more valuable than keeping consumers endlessly swiping.

Bumble's Mixed Signals

Bumble has also shifted its strategy to emphasize "intentionality" and "quality connections" over casual swiping, responding to widespread "dating app fatigue." The platform introduced features like "Best Bees" and "Recommend a Friend" to help users find more compatible matches and reduce endless swiping.

However, in a surprising move that contradicts this trend, Bumble has simultaneously added features that facilitate casual encounters, catering to both single and non-single users seeking non-committal connections.

The Monetization Challenge

The financial data from Q2 2025 reveals concerning trends for major dating platforms:

• Bumble's paying users dropped 8.7% to 3.8 million

• Tinder's paid subscriptions fell 8%

• Match Group's total paid users declined 5%

While these declines don't indicate empty platforms, there are still a significant number of users on these platforms, they signal monetization pressure. The loss of paying subscribers primarily reflects financial challenges and shifting user sentiment, with users becoming less willing to invest in premium features rather than abandoning the platforms completely.

Are Dating Apps Dying?

Not quite. While mainstream apps face challenges, niche dating platforms are thriving by serving specific communities. Apps like Boardroom, which targets busy professionals through LinkedIn verification and focuses on long-term relationships, demonstrate this trend's success. Since launching in 2023, Boardroom has achieved over 10,000 downloads on Google Play with a 4.3-star rating.

User Experience and Social Media Sentiment

But the proof is in the user experience and the stories the users tell. The rise of "dating app fatigue" is well-documented across social media platforms. The hashtag #datingappsuck has generated over 5,000 posts, while #datingappstories reveals a spectrum of user experiences ranging from humorous to heartbreaking to genuinely concerning. This social media discourse makes it clear: while dating apps are still widely used, they don't have the favour they once had.

So Where Are People Meeting?

Whether it's dating app fatigue or the heightened need for physical connection following COVID-19, in-person events and groups, are experiencing significant growth.

• Australia: Singles favour speed-dating and in-person events, citing the superficiality and exhaustion associated with online dating.

• South Africa: Matchmaking businesses like Fearless Dating, Ruhi Social Club and organize events where singles can meet and mingle naturally. Restaurants are joining this trend—The Cork Tree restaurant as an example hosting a singles' events.

• United States: The events here are more creative and out there "Pitch and Pair" event offers a creative twist on dating, featuring PowerPoint presentations where friends pitch their single acquaintances to strangers. These events, popular in cities like New York, blend humour, friendship, and romance in offline venues.

Post-pandemic run clubs have exploded globally as a wholesome, anxiety-free alternative to swiping culture. In the United States, thousands of singles are flooding run clubs like NYC's Lunge Run Club, while the UK saw Tinder partner with Runna to launch "SoleMates," a run club specifically for singles. Australia's Singles Run Club operates monthly in Sydney with the tagline "Laps, not Apps," and the concept is gaining traction across multiple countries as people seek authentic connections through shared physical activity.  Strava, originally designed to track workouts, has become a useful tool to find love on the run and some runners say "Strava is the new Tinder".

So, what does the mean for the Future of Dating apps?

While dating apps remain the norm for many users, emerging trends strongly suggest a shift toward in-person connecting. From running clubs to social events, the emphasis is increasingly on authentic, shared experiences that naturally facilitate meaningful encounters. Even when these activities don't lead to romantic connections, participants often gain valuable friendships and community ties.

Strategic Implications for Business Leaders

This evolution in dating apps offers several key insights for leaders across industries:

• User Experience Over Features: Hinge's success with its "designed to be deleted" philosophy demonstrates that clearly aligning product goals with user outcomes creates stronger brand loyalty than feature proliferation.

• Demographic Transitions: Gen Z's preference for meaningful connections over casual encounters represents a fundamental shift that extends beyond dating to all forms of social interaction and community building.

• The Integration Opportunity: The most successful future platforms will likely combine digital efficiency with facilitated in-person experiences, rather than viewing online and offline as competing channels.

• Authenticity as Competitive Advantage: As digital interactions become increasingly commoditized, platforms that facilitate genuine human connection will capture disproportionate value.

Looking Forward

The dating app industry's transformation reflects broader questions about technology's role in human connection. As we design products and services for increasingly digital-native generations, we must remember that efficiency isn't always the primary user need. Sometimes, the most valuable innovation is creating space for slower, more intentional human interaction.

For businesses across sectors, the lesson is clear: sustainable growth comes from evolving with your users' changing needs rather than optimizing for yesterday's behavior patterns. The future belongs to platforms that enhance rather than replace fundamental human experiences.

Learn more about how Strategic Foresight and Consumer Insights can accelorate your digital transformation.