Tinder to launch a ‘high-end’ membership this fall amid product refresh


Share post:

Tinder is preparing to launch a new “high-end” membership later this fall as well as a product refresh aimed at better catering to Gen Z users, according to parent company Match Group, as part of its Q2 2023 earnings release on Tuesday.

The new Tinder membership was confirmed earlier this year by Tinder CPO Mark Van Ryswyk, who had then dubbed the $500-per-month offering “Tinder Vault” in an interview with Fast Company. As inspiration for the new product, Van Ryswyk cited learnings from Match Group’s July 2022 acquisition of another high-end dating app, The League, which could cost users up to $1,000 per week.

The exec said that indicated there’s a market for daters who are willing to pay for quality matches and experiences that lead them into new relationships. But he indicated the product would rely on technology, not human matchmakers.

The company shared today it expects the initial pricing for the new membership to be “substantially higher” than Tinder’s current offerings, given the extra benefits it entails. In addition, the product will have limited availability making it a more exclusive offering. Further details weren’t available in the company’s shareholder letter but may come up during the Q&A in tomorrow’s call with investors.

The company also noted Tinder would roll out an “important” product refresh in the second half of the year with a focus on better catering to its core Gen Z audience. This refresh will include features like prompts, quizzes and conversation starters, as well as leverage AI to surface the right content to the right people.

“While the core Swipe feature will remain central to the Tinder experience, the changes are meant to make the app more dynamic and engaging,” Tinder’s shareholder letter reads. “We expect these features to begin rolling out in select markets later this month.”

In the quarter, Match Group generated revenue of $830 million, up 4% year-over-year, and forecast next quarter’s revenue of $875-885 million, citing Tinder’s return to growth. The company had been expected to report $811.4 million in revenue, according to FactSet.

Tinder was responsible for $475 million in direct revenue in Q2, up 6% year-over-year, which the company attributed to its strategic decision to focus the first half of the year on optimizations and a new marketing campaign, “It Starts with a Swipe,” that translated into “revenue acceleration and improved user growth,” it said.

Image Credits: Match

The campaign helped in terms of new user signups and in encouraging lapsed users, including women, to rejoin.

The company also referenced new U.S. pricing optimizations introduced at the end of Q1 and uplift from popular weekly subscription packages as aiding in Tinder’s growth.

Screenshot 2023 08 01 at 3.19.05 PM

Image Credits: Match

The downside of the pricing optimizations at Tinder was a decline in payers, which dropped 4% year-over-year to 10.5 million, as conversions decreased. Match Group payers overall declined 5% year-over-year to 15.6 million.

Among other earnings highlights, Hinge was cited as one of the top three dating apps by downloads in 14 markets globally. The app also pulled in $90 million in revenue in the quarter, up 35% year-over-year, with 1.2 million payers.

The company also reported operating income of $215 million, representing an operating margin of 26%. Adjusted operating income was $301 million, representing a margin of 36%.

Match Group’s earnings call will be hosted on Wednesday, 8:30 AM ET.

Source link

Lisa Holden
Lisa Holden
Lisa Holden is a news writer for LinkDaddy News. She writes health, sport, tech, and more. Some of her favorite topics include the latest trends in fitness and wellness, the best ways to use technology to improve your life, and the latest developments in medical research.

Recent posts

Related articles

Google launches earthquake alerts on Android in India

Google has announced the launch of its earthquake alert system for Android devices in India. The system...

The writers strike is over; here’s how AI negotiations shook out

After almost five months, the Writers Guild of America (WGA) has reached an agreement with Hollywood studios...

Atlassian CTO: We were late moving to the cloud, on the ball with AI

“I’m responsible for all of engineering at Atlassian,” Rajeev Rajan said in our interview onstage at TechCrunch...

What is Amazon’s [redacted] ‘Project Nessie’ algorithm?

The FTC’s lawsuit against Amazon alleging anti-competitive practices is largely full of things we already knew in...

Sources: Palo Alto in advanced talks to buy Talon and Dig in a $1B security sweep

Palo Alto Networks’ stock price has been on the rise on the back of strong earnings and...

Talkdesk conducts third round of layoffs in less than 14 months

Talkdesk, a company once valued at $10 billion that sells software to help large corporations improve customer...

OpenAI is reportedly raising funds at a valuation of $80 billion to $90 billion

OpenAI is in discussions to possibly sell shares in a move that would boost the company’s valuation...

YouTube relaxes advertiser-friendly guidelines around controversial topics, like abortion, abuse and eating disorders

YouTube today announced an update to its advertiser-friendly guidelines that relaxes some of its rules around controversial...