Look! Tinder To Adopt Bumble's 'Ladies First' Feature

Allan Goodman
February 16, 2018

But Bumble had one feature that virtually no other possessed: women had to make the first move.

Tinder is taking a page from Bumble's book.

Tinder is handing women more power on its online dating app with a new "ladies-first" feature. The move has always been the factor of differentiation between Tinder and Bumble.

Tinder declined to offer an official comment on MarketWatch's report.

In a statement made to MarketWatch (which, oh-so-romantically, was published yesterday, on St. Valentine's Day), Match Group CEO (the parent company of Tinder) Mandy Ginsburg said, "Often, women don't really want the pressure of kicking off the conversation, but if they want it, that's great".

Tinder insists that this isn't about "copying" Bumble, but it's just creating a realm that gives women a bit more control over the dating scene.

It'll be interesting to see how many women opt-in for the new Tinder service and whether it causes blokes to migrate to another app as a result.

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"As a woman CEO running a company that touches millions of women around the world, it's a big priority for me and an area that I'm particularly passionate about", said Ginsberg during an earnings call last week.

Tinder recently tried to buy Bumble for as much as $1 billion, and, when Bumble swiped left, saying, "No, thank you", they chose to introduce the ladies-first option on their own. The case was settled, and Whitney Wolfe Herd went on and launched Bumble.

Bumble has emerged and has grown as a strong competitor.

Rumours even suggest that Match Group unsuccessfully tried to buy Bumble past year for $450 million.

To reinforce the notion of even matches, Tinder will continue to run with the rule of men and women needing to swipe yes on each another to begin messaging.

For those who are unaware, Match Group owns several dating services such as OkCupid, Match.com, Tinder, and others.

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