the rule that built Bumble is dead

Bumble just killed the one rule it was built on. And one of the mainstream apps quietly growing while the others shrink? The one whose entire motto is “designed to be deleted.” The swipe apps that survive will be the ones brave enough to get you offline. Are we officially in the post-swipe era? 👇 For over a decade, women had to message first. That was literally the basis of the one rule it was built on. Bumble just killed the one rule it was built on. But as of today, men can officially message first too. So Bumble surveyed its own users. And 66% of women said that they'd actually prefer make the first move. That made Bumble, Bumble is now gone. And you likely know that Whitney Wolfe Herd is the founder that built this company. She took it public, but then she stepped back. And then she came back as CEO last year to save it. And that's because the recent numbers have been very ugly. Paying users are down 21%. Revenue just fell 15%. The stock hit an all-time low. And Bumble hired Morgan Stanley to help them find a buyer. But this isn't just a Bumble problem. Over at Match, Tinder is bleeding paying users too. And they just cut 13% of their workforce (layoffs happened last year). And everyone I know who's single is exhausted by the apps. And the financials finally agree with everyone. So I want to make a prediction here. For a decade, the whole model rewarded keeping more time on the app, which means quietly designed to keep you single. If we look at Hinge, we can see this play out. Hinge's whole model is the app designed to be deleted. That's winning. Revenue is up 22%. Users are up 13%. And so this is where the prediction whoever makes money by getting people offline really owns the next decade of dating. If you don't know me, I'm Sammi. I talk about the hottest business lore. So follow along for more.