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Bumble: Romance or Bromance?
It was love at first swipe.
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When Bumble launched in 2014, it was the bold new entrant in a crowded dating app market. Point of difference, women message first. The idea caught on, and Bumble soared.
But after their IPO (Initial Public Offer), the buzz started to fade. Users weren’t engaging like they used to. Tinder became tacky. Hinge got serious. Stuck in the middle, Bumble.
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They faced a classic dilemma:
Should they stick to what they know and stay a premium dating app?
Or move beyond dating and become a platform for “just friends”.
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This month’s Strategy Standoff: Should Bumble double down on dating… or expand to broader human connections?
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Background: From Lovebirds to Loneliness
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By the early 2020s, Bumble had millions of users and a successful float. But the mood shifted as younger audiences moved to Hinge.
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Bumble research showed young people weren’t just looking for romance - they were looking for connection in all forms and a real-world community.
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Engagement on the core dating platform was dropping. Bumble needed a new spark.
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The Strategy Standoff: Romance or Bromance?
The Strategy Standoff
Strategy A: Keep It Exclusive
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Only serious daters need apply
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Bumble would focus on being the premium dating app with verified profiles, safety features and tiered subscriptions.
They would own a clear position: the premium, values-led dating app.
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However, it may risk missing a big cultural shift toward community experiences.
Strategy B: Friends With No Benefits
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More than just a dating app
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Bumble could build an app for friends, becoming a broader “connection” platform for the community.
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However, that may risk ruining their reputation for finding the best romantic matches.
So, Which Did They Choose?
Cast your vote to find out!
Better luck next time, Strategy B was chosen!
Good Job, Strategy B was chosen!
But what did this mean for Bumble...
Outcome: Facilitator Commentary
Matt Braithwaite-Young
Managing Partner
t +61 2 9002 3100
What Did Bumble Do?
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They chose Strategy B: Friends with no benefits.
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Bumble thought platonic friend connections would be bigger than dating and get them out of their competitive bind.
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They launched a new app called Bumble For Friends, built new group chat features, and invested in content and safety tools that extend beyond romantic swipes.
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CEO Whitney Wolfe believed if Bumble could become the trusted place to meet people it could, grow the platform's reach, lengthen user lifecycles, and create new subscription streams along the way.
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An interesting strategic move but it doesn't look like it worked. Two years down the track and the brand is muddled, usage is falling and investors want signs of a revenue turnaround.​​
Above: Bumble introduced its strategy in 2023.
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Strategic Implications for Your Business
Should you stick with your niche and optimise? Or broaden your scope?
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It’s usually good to stay focused, especially if your category position is strong. But sometimes, a shift in the competition demands a response.
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At Turning Leaf, we help leaders make these decisions with the teams responsible and accountable for the outcomes. Our facilitators help you explore the forks in the road, challenge your assumptions, and align your leadership around a strategy that gets done.
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Have you swiped right on one of our facilitators yet?
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