Bumble has quietly launched a new in-app advice centre aimed at helping users navigate the complexities of modern dating. The feature, officially released on July 22nd, includes a curated collection of 20 expert-led articles and short-form video segments authored by relationship professionals Jillian Turecki, Shan Boodram, and Kier Gaines.
The advice hub addresses common challenges such as making the transition from messaging to meeting in person, cultivating self-confidence, and maintaining authenticity. Content is served in a story-like carousel format reminiscent of Instagram’s layout, providing quick and engaging access to bite-sized guidance.
This move follows Bumble’s recent adjustments – like the 2024 introduction of Opening Moves and last year’s leadership and staffing changes—primarily designed to combat user exhaustion and foster a healthier dating environment. The return of co-founder and CEO Whitney Wolfe Herd earlier this year also signalled a renewed focus on improving user experience and addressing the sector’s growing fatigue with app-based interactions.
“Dating should be exciting, not exhausting,” remarked Turecki. It remains to be seen how this soft-touch approach will influence user retention and engagement, but it’s a direct attempt to fix a problem that Bumble may have been struggling with for a while – users getting burned out and finding it hard to continue taking chances on new matches.
