Tinder’s parent company, Match Group, is aiming to reposition the dating app for a new generation. CEO Spencer Rascoff, who recently stepped into the top role at Tinder in addition to leading Match Group, says the app’s hookup-focused image is out of step with Gen Z’s relationship preferences – and he intends to change that.
In an internal memo, Rascoff outlined a strategy focused on innovation, user safety, and product redesigns intended to foster more meaningful interactions. “Users don’t want more matches, they want better ones,” he told staff, stressing that the company should prioritize user experience over short-term financial returns.
One upcoming feature aimed at younger users is “double dating,” which allows users to pair with a friend and match with other pairs. Already piloted in Europe, the feature is slated for a global rollout later this summer. It’s part of a broader push to offer low-pressure ways to meet people, a shift that reflects Gen Z’s growing fatigue with swiping culture and its declining interest in casual dating or one-off sexual encounters.
The leadership change – and switch in focus – comes as Tinder struggles to maintain momentum with younger users. Although the app was a major force in reshaping digital dating when it launched over a decade ago, Gen Z is less enamored with its fast-paced matching system. Many now seek in-person connections or more intentional dating experiences, something that requires a new approach from the dating platform.
With Tinder still generating more than half of Match’s revenue, how successfully it evolves may be critical to the company’s long-term future. As the head of Match, Rascoff may be the most likely person to understand how Tinder can change while still fitting within the company’s limitations and retaining user trust.
