Part 6/12:
Fundamental Disconnect Between Users and Business Goals
While users sought genuine connections and long-term relationships, Tinder’s business model incentivized keeping users swiping and paying without ensuring successful dating outcomes. Once users found a partner or became frustrated, they had less reason to stay engaged or pay, undermining the app’s long-term profitability.
Rising Competition and Market Saturation
As Tinder grew, so did its rivals. Whitney Wolf Herd — an early team member who later founded Bumble — introduced a new paradigm, emphasizing women initiating conversations. Other apps like Hinge positioned themselves as relationship-focused, further fragmenting the market. The result was diminishing market share for Tinder.