Tinder explores a redesign, dating ‘modes,’ and college-specific features to boost engagement
Tinder is actively pursuing new strategies to re-engage its user base and boost revenue, facing a recent downturn with a 7% dip in paying users. This trend mirrors a broader challenge within its parent company, Match Group, which reported a 5% decline in paying users across its portfolio of dating apps, including Hinge and Match.com, during the second quarter of 2025.
In response to these challenges, Match Group CEO Spencer Rascoff revealed several upcoming initiatives during the company's Q2 earnings call. A key innovation is the introduction of “modes,” a feature designed to allow users to switch between different dating objectives in real time, offering a more dynamic way to explore connections. This builds upon previous efforts, such as enabling users to explicitly state their relationship goals on their profiles.
Tinder is also planning a comprehensive redesign of its app, alongside the development of new features specifically tailored to attract and engage Gen Z users. Among these new functionalities, users will soon be able to “like” specific aspects of a person's profile, a mechanic aimed at providing more conversation starters and fostering deeper connections, reminiscent of Hinge's approach.
The company's financial report for Q2 2025 showed flat year-over-year revenue of $864 million, with earnings decreasing to $122.5 million from $133.3 million in the same period last year. Despite these mixed results, Match Group provided an optimistic outlook for Q3, forecasting revenue between $910 million and $920 million, which led to a post-earnings stock increase. The company also announced a significant investment of $50 million in product development, with a focus on AI enhancements and appealing to younger Gen Z demographics.
Rascoff detailed plans for a user interface refresh in Q3, promising a “cleaner, faster, and more modern look” across the entire application. Furthermore, a redesigned “see who likes you” tab is slated for testing this fall, aiming to improve user connection probability and drive revenue.
Continuing its exploration of AI, Tinder is set to expand its AI-powered matching feature, initially tested in New Zealand. This feature provides curated matches based on profile information, user-provided answers, and insights from personal photos, designed for users under 30 who seek connections beyond superficial appearance. Rascoff noted the positive reception for this approach, emphasizing its ability to deliver “custom results” by requiring users to invest a bit more time and engagement.
Looking ahead, Tinder is considering introducing college-specific features, such as the ability to search for matches within a user's university or other selected campuses, to further engage younger demographics. The recently launched 'Double Date' option, which allows users to pair up with friends, has also shown promising results, with 92% of its users being under 30.
These strategic moves follow a period of significant organizational changes for Match Group. Spencer Rascoff, co-founder of Zillow Group, was appointed CEO in February. Prior to this, Faye Iosotaluno stepped down as Tinder's CEO in July. The company also undertook workforce adjustments earlier in the year, including laying off 13% of its staff (approximately 325 employees) in May and closing open positions.
