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2
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· Posted on
February 21, 2024

Tinder is launching a human matchmaking service so you can swipe right (or left) IRL 

Match Group is the leader in the digital dating field...we’re talking Tinder, Hinge, OKCupid and many more.

What's the key learning?

  • Tinder's owner, Match Group is introducing a team of dating coaches to create additional premium features for the free app
  • Freemium is a business model in which a company offers basic or limited features to users at no cost...and then charges a premium for advanced features
  • Match Group wants to convert its 47mil freemium Tinder users to the premium version,

Background: Match Group is the leader in the digital dating field. They own over 20 e-romance businesses. We’re talking Tinder, Hinge, OKCupid and many more.

What happened: Match Group have upped their matching algorithm over the last couple of years. Now, they can match people based on their Spotify playlists, vaccination status...and passion for oat matchas (probably). But still, the people want more!

What else: Match Group is introducing a team of dating coaches that'll handpick top candidates just for you. It’s all part of their plan to create additional premium features for the free app. 

So what's the key learning?

💡Freemium is a business model in which a company offers basic or limited features to users at no cost...and then charges a premium for advanced features.

💡Wanna swipe right to match with one person? That’s free. Wanna swipe right to 20 people across the South American continent? That’ll cost ya. 

💡Tinder had over 10.4m premium users last quarter but there are over 57 million active users on Tinder platform. Match Group’s task is to convert the other 47m Tinder users from their freemium version… to the premium.

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