The way dating apps make money is changing

Dating apps adopted 'freemium' business models as the market became more saturated

As dating app user growth slowed and companies like Tinder saw increased competition from upstarts like Bumble and Hinge, the industry has pushed for subscription tier adoption due to pressure from investors for predictable profits and more.

The dating app Hinge markets itself as 'designed to be deleted'

Harvard graduate Justin McLeod started Hinge in 2011. Since then, despite competition from larger apps like Bumble and Tinder, it's grown into the third-largest dating app by market share in the US, bringing in roughly $396M in revenue as of 2023.

The business model for many dating apps is paradoxical

While these apps are designed to help people create romantic relationships, dating apps lose money when people find a monogamous relationship and stop using the app as a result. Some call it the dating app paradox.

The dating app industry's average customer acquisition cost exceeds $40 per user

This relatively high cost of customer acquisition (according to 2022 data from saturated markets) makes profitable growth increasingly difficult for dating apps, which is why many have pivoted to focusing on their subscription tiers for reliable revenue.

The prototype for Tinder was created during a 2012 hackathon

By August 2012, Tinder, which was originally called Match Box, had launched on the Apple App Store. Match Group merged Tinder into its portfolio in 2017, the same year it set its sights on acquiring Hinge. Experts say that Match has not been declared a monopoly in part because monopolies are "hard to prove."

Tinder revolutionized dating when it introduced swipe-based interactions

Many dating apps today allow users to "swipe right" to match with someone and "swipe left" to opt out of the match, but Tinder did it first, introducing swipe-based interactions in 2013. The idea for swipes came from the founder's desire to gamify dating—Tinder's early interface was based on a deck of cards that users could sort.

Learn how the algorithms behind Tinger, Bumble, Hinge, and other dating apps work

Formerly based on the Elo rating system, which ranks chess players, the Tinder algorithm is built on user data, with more time spent on the app providing more data on user preferences from which to customize potential matches. OkCupid's match percentage algorithm relies on overlaps in users' search preferences and responses to a subset of over 4,000 questions.

A larger share of LGBTQ+ individuals use dating apps than their straight counterparts

Roughly a quarter of LGBTQ+ adults reported using a dating app in the past year as of 2022. The trend seems to have persisted as the years have gone on, with apps like Grindr geared toward the community seeing significant revenue growth in recent quarters as of 2025.

Blackstone acquired a majority stake in Bumble's former parent company in 2019 ahead of the dating app's IPO

The New York City-based investment management company paid about $3B for its stake in female-focused dating app Bumble. The app's 2021 IPO that made Bumble Founder and CEO Whitney Wolfe Herd a billionaire at age 31 proved lucrative for Blackstone as well.

The matchmakers serving the elite of Silicon Valley

If members of the wealthy elite want to find romance, they often choose expensive match-making services rather than dating apps. These services can cost $150,000 for each match, and providers are experts in dealing with the unique social dynamics caused by being wealthy and the unusual egos such wealth can bring. This article explores this hidden cultural phenomenon.

Machu Picchu, sacred backdrop for your dating app pic

Anyone who’s been on Tinder or Hinge in the last decade has noticed it: the obligatory Machu Picchu selfie, almost as ubiquitous as those photos of men posing with a fresh-caught fish. How did Machu Picchu, of all places, become a dating-app cliche? This satirical essay from McSweeney’s doesn’t answer that question, but has a great time poking fun at it.

Delivery apps have realigned the restaurant industry

As delivery apps like Grubhub and DoorDash became popularity, traditional dine-in restaurants have adapted to become more accommodating. In this thinkpiece for the Atlantic, Ellen Cushing argues that it's both changed the kind of food being made and realigned our very notion of a restaurant. (Some readers may experience a paywall.)

'Red envelope' payments spurred WeChat's financial services growth

What started as a messaging platform morphed into much more with the advent of so-called red envelope payments, where friends, colleagues, and acquaintances recreate an age-old Chinese custom with the tap of a finger. The viral custom helped WeChat expand its digital payment services, effectively becoming a “superapp.”

TikTok boasts nearly 1.8B monthly users

The app has surged in popularity recently, with usage surging during the COVID-19 pandemic. Those users have generated high revenues, too, with over $23B in 2024.

Apple Pay is activated on more than 78% of US iPhones

As a result, some banks worry they could be losing ground to the tech company. As consumers continue to use Apple Pay instead of pulling out their physical debit card to pay for everyday items, some banks are fighting back in the digital wallet war.

Experts suggest the industry could be a $45B business

Sports betting used to primarily consist of who would win and the points spread, but the rise of online betting apps has fueled a substantial increase in parlay bets. "Existing markets are still growing at a rapid clip," said Noah Naparst, who evaluates sports-betting companies for Goldman Sachs. "So we’re not mature yet, but we’re not in the early wildcat days of the market anymore, either.”

Meta's acquisition strategy for Instagram and WhatsApp led to a 5-year-long antitrust lawsuit

In 2020, the Federal Trade Commission sued Meta as part of the agency's efforts to rein in big tech companies. The FTC alleged that Meta overpaid for Instagram and WhatsApp in a "buy or bury" strategy to gain access to those companies' talent and diminish competition. In 2025, a federal judge sided with Meta, citing intense change in the social media landscape.

How soap operas are being reimagined for the smartphone

Apps like ReelShort, FlickReels, and DramaBox purport to offer "micro dramas," but they strongly resemble soap operas, with serial melodramas about romance and murder. This NPR piece unpacks the trend, highlighting why this new format appeals to demographics that never connected with daytime soaps.

An explanation of dynamic pricing algorithms and the factors that impact them

Rather than static prices set by manufacturers or retailers based on the costs of goods, online businesses or box stores with electronic price tags can change prices in real time based on supply, demand, time, location, and competitor prices. These algorithms can be programmed to maintain or maximize profit margins based on shoppers' willingness to spend.

How AI is revolutionizing banking

Generative artificial intelligence has left no industry untouched, and banking isn’t an exception. Experts estimate that gen AI could add as much as $340B in value to the banking sector each year. For consumers, this involves new features to prevent fraud and customer service chatbots. This report dives into the revolution underway and seeks to define a “full stack” AI bank of the future. Read more here.

Ads follow you around the internet through cookies

A technology called “cookies” enables advertisers to essentially team up and follow your behavior around on the internet. This video explains why it seems like ads seem to follow you as you go from website to website—as well as data privacy advocates’ war against cookies.

How Google Street View generates profit

Google Maps, one of the most trusted navigation applications today, has a somewhat mysterious way of making a profit. YouTuber Phil Edwards uncovers the secret economic practices of Google Street View, while also offering a deeper understanding of how it works.

Why the publishing industry is hot for romance

Romance books are currently trending in the publishing industry. That means romance authors are currently seeing greater commercial success than many writers in other genres. This podcast episode dives into what's behind the publishing industry trend from a business perspective. Listen to it here.

This site reaches millions of visitors who are tired of AI chatbots and seeking human connection. Pretend to be an AI chatbot and ask questions, provide answers, and draw for people in real time.

Pay transparency 101

The star of this Harvard Business Review video interviews experts—from an organizational psychologist and business professor to a TikToker who asks people how much money they make—to get to the bottom of core issues about pay transparency. Why is talking about money becoming less taboo? How do pay transparency laws impact workers, employers, and office culture? Watch this video to find out.

What is buy now, pay later?

The buy now, pay later industry allows consumers to buy something immediately and pay in installments, typically without the need for applications or credit scores associated with credit cards. BNPL has boomed in the last decade, led by fintech companies Affirm, Klarna, and Afterpay, which have targeted young adults. Some critics say BNPL is a reinvented version of payday loans that allow borrowers easy access to cash with relatively few barriers.

Hedge funds, the private investment firms that trade a wide swath of financial assets, make money by imposing steep fees on investors and from the fund's investment performance.

How Amazon operates a 'flywheel' business model, a self-reinforcing cycle that drives continuous growth

Fast-casual restaurant Chili's is experiencing a resurgence, with its parent company recently reporting a nearly 32% increase in sales, thanks to passionate Gen Z fans on TikTok.

Netflix profits when you're not watching, and its movies are designed that way—read a detail-rich critical essay exposing lesser-known Netflix takes

US consumers collectively owe more than $1T to credit card companies—almost as much as they owe in auto loans.

Up to a million Girl Scouts sell about 200 million cookie boxes every spring, generating $800 million, largely because refusing a child is frowned upon

Play the role of a student in a game where you try to navigate college and remain debt-free, selecting different income levels, high school experience, race, ethnicity, and more.

Use this tool to calculate the dollar value of your parental mental load, from meal planning to coordinating after-school care, then see resources that help generate solutions.

A century of Billboard issues documenting the evolution of popular music.

SpaceX's S-1 or 'prospectus' revealed many previously unknown details about the company, including its unprofitability despite doing $18.7B in revenue in 2025, exactly how many voting shares Elon Musk will have in the company (roughly 85%), and more.

The most expensive ad of all time was for Chanel No. 5 perfume and cost roughly $33M to produce in 2004—about $57M in today's dollars.

Visualize how CRISPR-Cas9—a type of immune system used by single-celled organisms to attack invasive viruses—targets and makes precise changes to a gene's DNA.

Dozens of S&P 500 stocks, including Coca-Cola and Walmart—known as the dividend aristocrats—have increased dividends every year for 25 years

In 2025, four executives from large tech companies were given positions in the US Army Reserves—including Palantir Chief Technology Officer Shyam Sankar, which reinforced Palantir's ties with the US military and its role as a leading defense partner.

Art theft is the third-largest source of criminal revenues worldwide, thanks in part to the subjective nature of valuing a work of art.

Memecoins are a type of cryptocurrency—a form of digital currency with a wide variety of uses—created around popular 'memes,' or viral internet jokes.

According to the physics of black holes, our 4D reality may be a hologram—a projection of information coded on a 2D surface on the edge of the universe.

Budweiser stores yeast derived from the original 1800s strain in a secret bunker, which only the Head of Yeast Management can access—not even the CEO

To reduce wrinkles in clothing, research recommends gentle wash cycles with more water and tumble drying with smaller loads and longer times.

Some researchers have labeled nomophobia, the fear of being without your phone, as 'the phobia of the 21st century.'

Human-to-human transmission of hantavirus remains extremely rare, so the 2026 hantavirus cruise ship outbreak doesn't mean we're facing a COVID-style pandemic risk.

The story of Dollree Mapp, whose legal challenge over her 1957 conviction for possessing "obscene material" led to a major strengthening of the Fourth Amendment

In 2026, Finland was named the world's happiest country for the ninth consecutive year based on its wealth, social safety network, and high life expectancy, among other factors.

Power lines are dotted with large, brightly colored balls to improve the visibility of these thin wires to helicopters and small planes and help prevent potential crashes.