How Whitney Wolfe Fought against its Biggest Rival

Left swipe, right swipe. That is the focus of modern dating. Match Group, which owns the finest in dating sites like Tinder and OkCupid, looks to be at the root of it all. However, they don’t control a rival.

Bumble was born out of adversity, persecution, and a desire to rebuild itself, and it has succeeded. Tinder, on the other hand, was not going away quietly, and the rivalry has only grown. A number of cases have been filed between the 2 parties. So, what did the bumble do to deserve such scorn?

Let’s first look at the complete journey of bumble.

About Bumble
Target Audience of Bumble
Mission and Vision of Bumble
Tagline and logo of Bumble
How was Bumble Started?
Business model of Bumble
How does Bumble makes money?
What makes Bumble unique?
Startup Challenges faced by Bumble
Competitors of Bumble
Future of Bumble
FAQ

About Bumble

Bumble is a platform for dating and socializing. It connects individuals with others in their vicinity for dates, informal hangouts, and corporate meetings. It was founded by former co-founder of Tinder, Whitney Wolfe Herd in 2014.

Bumble Date

It’s Bumble Date, the matchmaking tool that’s at the heart of Bumble. On this platform, people can link possible love mates to outings, with women taking the initial step.

Bumble BFF

People can utilize the Bumble BFF portal to search and socialize in their area. This feature seeks to introduce you to more individuals and help you become pals with those who are new in town or have a hard time making friends. Bumble BFF’s rules aren’t clear as to who will start the conversation.

Bumble Bizz

Finally, the Bumble Bizz feature offers entrepreneurs connecting options such as finding advisors in their sector, speaking with ideal interns, and launching new job prospects. Online dating is becoming commonplace in our society.

Tinder is the most widely used dating tool, and many folks find love in it. Other dating apps, on either hand, are growing rapidly and may pose a risk to Tinder’s supremacy. As luck would have it, Tinder’s co-founder is contesting the designation. Whitney Wolfe Herd, the creator of Bumble.

Target Audience of Bumble

Bumble is a dating app for 18 to 34-year-olds who want to make genuine social and work ties. Regardless, because of its history as a female-centric dating sites, Bumble remains the app of woman’s choice. They like the idea of connecting and making friends in a safe setting.

The networking drives the app’s appeal among males by increasing the number of female members. When a large number of individuals use a brand, its value rises. Bumble’s rising community makes it easier to form positive links, which attracts more users.

Bumble began as a dating service, but its attention turned. Bumble BFF and Bumble Bizz were created recently. Amidst this, the website keeps putting women first.

Mission and Vision of Bumble

The aim of Bumble is to establish a “portal and community that empowers links in dating, life, and career.”

They attempt to do so by fostering “responsibility, fairness, and compassion in a drive to abolish sexism and redefine antiquated gender norms.” Women on Bumble are the ones to initiate contact!

“A future free of misogyny, where all connections are equal,” is what they envision.

Tagline and logo of Bumble

Bumble Logo
Bumble Logo

Their tagline is “Shine Bright Like A Diamond”.

The color scheme is ideal for the app’s tone and purpose. The color yellow has linked with vitality and young. But, more deeply, it’s the hue of honey, that reflects stuff most people seek from a dating site. Both variants of the logo’s font are driven by rounded, softer arcs, which are commonly linked with femininity.

How was Bumble Started?

An odious beginning

Whitney Wolf Herd started her career at the age of 19 when an oil leak spurred her to team up with a fashionista and make handbags to raise funds for rescue efforts. She also volunteered in Asia and got a job at Hatch Labs Incubator at the age of 22, where she met Sean Rad. They collaborated to build Tinder.

Many people regard Wolfe’s efforts as the basis why the app grew so big on campuses across the U.S., here’s where the conflict begins.

Justin Mateen, Tinder’s CMO and Wolfe’s employer, was one of the initial members. They started dating, which was a bad decision. They dated for nearly a year but before she ended things with him, and he went nuts, abusing and assaulting her sexually. But it doesn’t stop here; when Wolfe went to CEO Sean Rad, he switched sides.

Her cofounder’s position was canceled by both Rad and Mateen. They stated that she’s just a woman and how they had five co-founders. According to Mateen, hiring a female CEO made it sound like a bad thing. They then compelled her to leave without pay.

Wolfe retaliated by filing a lawsuit against the firm, citing Mateen and Rad’s chats as proof, prompting an inquiry and Mateen’s instant detention, that he would later vacate. Rad was demoted at first, but he was later reappointed.

The case made headlines, and rightfully so: the firm she helped build was a success. Tinder had a rolling average of over a billion swipes and a $1.1 billion worth by the end of 2015.

On a daily basis, Wolfe received backlash and threatening texts. She felt everything was over. Her despair and terror were caused by the app she helped build and market. However, Wolfe was not crushed.

Another inkling

Wolfe desired to restart, but the response and hatred from the Tinder affair made her opt to avoid the dating sector entirely. Her modern approach centered on women’s security and offer comfort.

She was supposed to start a social platform for women alone. She had sketched out the entire scheme when Andrey Andreev, a Russian-British entrepreneur, who had met her and been struck by her tenacity, wrote to express his support for the Tinder issue and to brainstorm with her.

Whitney Wolfe with Andrey Andreev
Whitney Wolfe with Andrey Andreev

When Wolfe set out her vision, Andreev claimed that her idea works like a dating app, despite Wolfe’s protests. Wolfe finally agreed after much persuasion. Chris Gulczynski and Sarah Mick, both ex-Tinder employees, were called in to assist with design.

It’ll be on Wolfe’s rules if she returned to the realm of dating apps. She often found dating habits weird, despite the fact that she had counted herself a feminist from a young age. Why did women have to obey set norms, the bulk of which were set by the guy’s actions or desires? That was going to be changed.

Wolfe launched Bumble in 2014, just months after the Tinder catastrophe, with Andreev’s assistance and Badoo’s technological worth as a portal. It was a huge hit. In a year, the firm had matched 80 million people, had 15 million distinct chats and had some fascinating unique features.

Business model of Bumble

Bumble operates on a freemium paradigm. It’s a business model in which simple benefits are given for gratis, yet few premium features are available for a cost.

Bumble is a free dating portal for those over the age of 18. That’s how the firm expands its audience. The app’s visibility also motivates fresh members to join because of its wide reach. Bumble doesn’t charge to signup or interact with people. Other options such as Beeline, Backtrack, and SuperSwipe, however, cost money.

Notable freemium services include YouTube, Spotify, and Google.

How does Bumble makes money?

Bumble’s main aspects are totally free. People can call and swipe for free. Bumble makes money by selling premium add-on features like Spotlight and Boost.

The spotlight works in the same way as Tinder’s Boost does. Users access Bumble coins to stay ahead of the match line, enhancing their exposure. Once you get Spotlight, you have 30 min to use it.

Users can buy coins via the app. The value of coins varies greatly among nations and locations.

Another paid tool is Boost. This tool’s benefits include:

  • No swipe constraints.
  • Discover people that liked you.
  • Pairs will be prolonged for an extra 24hrs.
  • Enjoy endless search tool.
  • Interact with old buddies.

Unlike Spotlight coins, it’s not a one-time buy. All week, a monthly, 3 months, or a lifelong, purchase can be made. All three Bumble attributes: BFF, Bizz, and Date are supported with paid add-ons. Customers pay a monthly membership fee to Boost.

Netflix works in the same fashion, enabling users to opt from a range of monthly membership options.

What makes Bumble unique?

We all know Wolfe wished to shake things up. But how do you do it? A Sadie Hawkins dance, where a lady asks a guy to be her date, was among her influences. This was implemented in Bumble. If a girl and a guy match, only she has 24 hrs to start an interaction. Women had more power over their speech by having these possibilities.

Bumble BFF was another feature of the app that enabled women to meet other women searching for friends. About 90% of women used the app’s BFF option right away after it was released.

Bumble BFF
Bumble BFF

Plus, Bumble’s collaboration with Vital Voices implies that the business funds to a woman-focused NGO for every 1st step taken on the app.

These aspects contributed to the app’s success. Bumble had 22 million active members as of 2017. Bumble experienced a 70 percent year-over-year increase vs Tinder’s 10%. Her firm earned over $100 million in 2017, and she was named one of Forbes’ 30 under 30. Everything was fine, but it was about to get ugly.

Startup Challenges faced by Bumble

As you may recall, Wolfe sued Tinder, which resulted in Mateen’s exit and Rad’s demotion. It didn’t stop there, though. Because Bumble had received a deal by the mid of 2017. Someone demanded $450 million for it. The Match Group was that someone.

As a result, it felt that bumble, the app that wish to break free from Match Group, might wind up inside its dating app shell. The sale was denied by Bumble due to a poor bid, but the back-and-forth that ensued was lengthy.

Bumble had to present key papers that demonstrated its true worth as lieu of the potential buyer. The Match Group retaliated by pulling out of the deal.

Tinder said in February 2018 that they would add a women-talk-first choice, which was nearly identical to Bumble’s initial concept. Tinder disputed any misconduct, stating that the concept came from approaching women and understanding their needs, even going further to declare this was voluntary, demonstrating that it’s not the same.

Match Group then fought back, filing a lawsuit against bumble, claiming that it was a replica and that two former staff had leaked info. They even argued it was a trademark breach to use the word “swipe” in a dating setting. Bumble retaliated in an unusual way: via an open letter. “Match Group, we swipe left on you.” When Bumble sued Match Group for losses, it resulted in a $400 million countersuit.

Bumble open letter to Match Group
Bumble open letter to Match Group

Experts believe that it’s not a legal struggle over artistic material custody, but a statement from both sides to funders. Do you want to put your money into a tyrant or a wannabe?

As if it wasn’t terrible enough, Wolfe was dealing with her own problems as allegations arose linking Andreev to misogynistic tweets as well as discriminating behavior at Badoo, the same reason she had quit Tinder in the first place.

It was now going on at Bumble’s parent business. Yes, Andreev stepped aside and subsequently sold his shares to the UK financial firm Blackstone, but Wolfe was now in charge of Bumble in the midst of the scandal.

Wolfe reaffirmed her commitment to a healthy corporate culture, but the charges and events (including Andreev’s resignation) are hindrances she must deal with as CEO of bumble. She even modified the software to filter out any inappropriate, vulgar picture and alert users about the potential for nudity. Users can relax thanks to the aptly titled Private detector.

Bumble has an in-app call option, but both users must opt to use it. And the world favors dating. Bumble is making progress. It boasted 66 million subscribers and profit by the year 2019. Given the struggles, this ship is at best travelling in the right way. Wolfe, on the other hand, isn’t decelerating.

Competitors of Bumble

Clover Inc

Clover Inc is among Bumble’s main rivals. It  was created in 2013 and is headquartered in Toronto, Ontario. Clover Inc, like Bumble, works in the social media space. It earns 2.62% less income than Bumble.

Tinder

Bumble’s main competitor is Tinder. It  was created in 2012 and is based in Los Angeles. Tinder, like Bumble, is a social networking app. Bumble has 100 fewer staff than Tinder.

Happn

Bumble’s 3rd main competition is Happn. Happn is a private firm based in Paris, Île-de-France, which was created in 2013. Happn, like Bumble, operates in the Social Media space. It has 510 fewer staff than Bumble.

Future of Bumble

Wolfe has been engaged in a lot of issues, notably local policy. She even went further to demand that the law be changed to make online sexual abuse more punishable. In terms of the conflict with Match Group, Bumble has dropped out of the $400 million countersuits, while Match Group has not.

They’ve gone further to claim that the pandemic has led bumble to prolong the legal procedure. But, looking back, it feels that Wolfe’s young but stormy career always was encircled by toxic settings, and she has persevered. Bumble isn’t decelerating: Wolfe revealed intentions to go public in 2021, with a valuation of $6 billion.

Conclusion

Bumble is revolutionizing the online dating industry and is setting an example for empowering its members that rival firms should take note of, thanks to its exponential rise since its start in 2014.

All I can say is, who thought dating could be so tricky?

FAQ

How did Whitney Wolfe Herd start Bumble?

Whitney Wolfe Herd started bumble with the help of an Russian investor Andrey Adreev.

Who is the CEO of Bumble?

The CEO of Bumble is Whitney Wolfe Herd.

How does Bumble makes money?

Bumble makes money by offering a paid subscription, called Bumble Premium, to its users.

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