The introduction of this feature is part of a broader relaunch of the app under the guidance of new CEO Lidiane Jones, who succeeded founder Whitney Wolfe Herd earlier this year. The timing is strategic, as dating apps are currently adapting to maintain engagement amidst a backdrop where many singles are expressing fatigue with online dating and are showing increased interest in more traditional, face-to-face interactions.
In a recent interview with CNN, Jones highlighted that the redesign aligns with the growing demand for genuine human connections. “The landscape of online dating is evolving, and our platform must rise to meet these new expectations,” Jones explained. She added that while online dating is not expected to decline, there is a pressing need to elevate the quality of connections made through these platforms.
The “opening moves” feature allows women to initiate the conversation or set a prompt for their match to respond to first. This could include a question like asking about their match’s ideal dinner guest. The feature also extends to non-binary users and those in same-gender matches, who can set or respond to these prompts.
Bumble’s update includes enhanced “dating intentions” badges alongside this new feature. These allow users to more clearly communicate what they seek from the platform, whether it be a life partner or casual dating. Furthermore, users are now required to upload additional photos to their profiles, and the app will highlight shared interests at the top of potential matches’ profiles to foster more meaningful connections.
These updates are part of Bumble’s strategy to regain profitability and boost its market position. The company is optimistic about its financial outlook after reporting a net loss of $1.9 million last year and a significant drop in share price since its IPO in February 2021. Analysts are projecting a notable improvement in earnings, with expectations set for a $12 million profit in the upcoming quarterly report, starkly contrasting the loss reported in the same period the previous year.
Jones expressed confidence in Bumble’s financial health and its growth potential, emphasizing the balance the company aims to achieve between expanding its user base and enhancing profitability. With these changes, Bumble is positioning itself to adapt to the evolving demands of the dating app market while staying true to its mission of empowering its users.
