In a dating landscape where churn is high and attention spans are short, HubPeople is showing what sustainable growth actually looks like, and it starts with trust and performance.
This year, the platform reported a 73% year-on-year increase in verified profiles, thanks to an enhanced focus on user safety and behaviour. A key driver behind this leap has been the expanded use of the profile ratings system, which not only encourages positive engagement but holds users accountable. Low-rated members are now proactively prompted to verify their identity, a move that has reduced negative interactions and fostered more authentic connections.
The impact? It’s not just about a safer experience, it’s also fueling stronger business metrics. Returning users are up 20% year-over-year, while re-subscription rates have climbed 21%, proving that when users trust a platform, they’re more likely to stay, engage, and spend.
But it’s not just retention that’s accelerating – monetisation is evolving too.
HubPeople has rolled out a series of high-performance revenue drivers, including Super Match, VIP+, and cross-sell opportunities that reward deeper engagement.
- Super Match, which allows users to boost visibility and stand out in the crowd, has already seen over 300,000 purchases. New features like enhanced profile highlighting and improved UX are in the pipeline to amplify its reach.
- VIP+, a premium tier above standard VIP, has already attracted 6.4k+ upgrades since launching in March. A newly introduced weekly VIP+ add-on is also gaining traction, giving members flexible access to elite perks without changing their base plan.
- The “More Like This” feature, powered by AI vectorisation, is boosting content engagement with over 4.3 million clicks to date — translating into a 20% lift in media comments and a 13% increase in user posts.
Taken together, these features show a platform that’s not just innovating for its own sake, it’s building a cohesive ecosystem where trust drives retention, and engagement drives revenue.
For dating industry professionals, HubPeople’s strategy is a clear blueprint: invest in user safety, optimise for behaviour, and create monetisation tools that genuinely enhance the experience. The result? A healthier, stickier platform where both users and operators win.
