Hinge's Makeover: The New Era For Dating Apps

In 2011, Justin McLeod was a Harvard grad student who wanted to solve his dating woes. He invested his own money to start Hinge, a dating platform the company says is "designed to be deleted." What started out as a small company that struggled to compete with now billion-dollar giants like Tinder, has grown to become one of the most popular apps in the dating space. In 2023, Hinge brought in $396 million in revenue.
Produced by: Tasia Jensen
Managing Producer: Beatriz Bajuelos
Camera: Mickey Todiwala
Animator: Gene Kim
Reporter & Narrator: Nicolas Vega
Production Assistance: Valentina Duarte, Megan Sauer
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Hinge's Makeover: The New Era For Dating Apps

[@santo9032]

The only people winning on dating apps are the Owners and Investors.

[@dimecanal]

And sugar babies

[@speedy4522]

Only women winning on dating apps

[@funnellsites1557]

1,000%

[@Angiesensei.]

Well said, Santo

[@genito1]

Ordinary people can "win" too. I met my wife online. We now have a beautiful family. Online dating is a microcosm of real life dating. Sometimes it works out sometimes it doesn't but, it surely increases your dating pool. You re not just limited to your real life network or people you are likely to run into.

[@dannyslebs6321]

Dating apps might be the demise of modern society. People are more dispensable, lonely, insecure, and susceptible to ghosting and always looking for the best "new thing" out there.

[@joolean7799]

This 💯 Pretty sure they also do have a significant effect on the demographic development of industrial countries in the long run..

[@ninawoods5985]

So true. Hinge guy stole his now wife from someone else even though he knew she was engaged, why would you want to meet someone with that person running it? Tinder is for hook ups and losers. Bumble was made only to get back at the founder of Tinder as she didn't want to keep sleeping with him.

[@Frivals]

Change the word people with men.

[@aviantei9392]

By keeping people single and charging them for a dream.

[@therealdavidleong]

Every Hinge user is at the mercy of the algorithm

[@kkp4297]

terrible algorithm

[@ssrb9406]

I actually met someone on there over 3 years ago and we are still very close friends with benefits. Maybe the algorithm was in my favor, but it has more “casual” daters now.

[@ibizawavey8630]

@@ssrb9406 "“casual” daters"? ok i'm downloading it now. I don't need apps because i mean... if you could see me. But if what you're saying is even remotely true i could definitely use it especially now in the middle of winter.

[@justmeandmy]

And the algorithm is owned by Match group which simply wants to maximize shareholder value aka the amount of your money in their pockets.

[@Frivals]

Change user with men. Females have it easy always.

[@Iaintsayinnothin..]

Shows that you don’t actually need a product that works or a startup that actually solves the problem in question - just sell the potential of it being solved and monetise well. Unfortunately the case with a lot of startups these days 😅

[@Avery0104]

Did they really just say they used “their LAST $25,000” on this project?!?! 😂😂😂. Yeah ok… super relatable!

[@smann7236]

Lol he also went harvard, it's interesting I have NEVER watched a video of a blue collar person from poor background who magically became wealthy...still waiting for video I can relate to...

[@darealphantom]

Like any other dating app Hinge sells you a dream, but I do like his story pretty motivating. Harvard business school definitely taught him the art of finessing

[@BRBallin1]

I don't know...Hinge is way better of a dating app than Tinder, CMB, Bumble. My matches are closer to what I want. CMB and Bumble was pretty bad experience. They make you pay premium to see who liked you. Hinge has no gimmicks like that and I don't feel like I need premium to make the app feel usable.

[@selecta_ssbm]

Thanks for contributing to the downfall of dating.

[@laserquest_love]

real

[@SAnderson54]

People who can't date successfully in real life thinks it will miraculously change on an app. I think many people don't know how to date and that's why they're complaining about the app. I've had great experiences on Hinge.

[@general_electrics]

The app designs are partially to blame, but not entirely. Most of the problem is in the mentality of the users. Either they aren't actually interested in meeting anyone or they treat everyone they meet as disposable due to an overabundance of _what appear to be_ options.

[@specialiseesi6746]

Well, and who controls the "abundance"? The programmers. Why don´t they LIMIT options to , say, 50 people, and matches to 3 people instead of thousands? Answer: $$$

[@general_electrics]

@@specialiseesi6746 All these decisions are made by the business people, not the programmers. In any case, the whole company needs to make money. They make money through subscriptions. It's a service. People use it, so they pay for it. If people pay for it, they will likely have better results as far as matching, but where people go from there all depends on the others who they match with.

[@MostlyPeacefulNinja]

Correct. Most people are not actually on there to meet anyone. They just want to match with someone and boost their ego. It’s a numbers game to find motivated “buyers” 😂

[@captaincode2481]

Would be nice to have a dating app that: A. Let you actually modify preferences for free B. Let you meet people local to you C. Was actually fun D. Focused on building a brand and community, instead of joining the long list of apps that don’t

[@Aaron-kj8dv]

It's all a business. If you meet the love of your life and delete your profile they lose money. It's like a paradox.

[@saturnreturnmagik]

if everything was free you would have no app

[@danielhe7845]

Justin Entered Rehab. He then started Management Consulting and went into Harvard Business School. What???

[@adventureswithwonu4467]

my thought exactly 🤣

[@carlogarcia88]

I met my wife on Hinge, so 5/5 star review from me!

[@specialiseesi6746]

Congratulations, 5 percenter. Luckily I do meet women without apps.

[@loving0u]

Congratulations. Then you made it impossible for other 95%… not this time😂😂

[@JustineMfulama]

My husband and I met on Hinge 18 months ago too ❤

[@ninawoods5985]

18 months is nothing, you don't know him at all. broken men on there, just wait, his pain will will be brought into it between you inc cheating

[@LaureshaCloud]

Congratulations!❤

[@MostlyPeacefulNinja]

@@ninawoods5985So bitter. You sound broken yourself. I hope you’re not on any dating apps. Seek help first

[@ninawoods5985]

facts are facts, no one on there has been on there for years and if they had they were found out to be cheating. Also don't project yourself onto others, that's broken. I have never had anyone cheat on me, this is what others have told me. If truth hurts you, that's your problem and you should work on being able to accept it as you clearly find it makes you bitter instead of realising the truth. Dating apps are for losers and the Hinge guy knows this and is taking you to the cleaners especially the guys that buy on it lol @@MostlyPeacefulNinja

[@theredguy4845]

Just love how they gatekeep your preferences behind a paywall.

[@chaya973]

What do you expect? An idea that has never existed before that took 10 years to build and blossom just to give it to you for free?

[@theredguy4845]

@@chaya973 Paying for an app is better than paying to have preferences unblocked.

[@theredguy4845]

@@chaya973 I guess you can't read. Where did I say for free?

[@tungochuy]

Hinge is marketed as a better app than tinder by copying every single feature and adding 2 more that no one asked for 💁

[@ryanhotrod5416]

Why did the door break up with the hinge? It couldn't handle the constant swinging in their relationship

[@rishikamath6718]

Had a better time reading this than I ever did on Hinge.

[@KelseyLuomusic]

LOL

[@CarinLono21085]

Thanks for continuing updates I'd rather trade the stock market as it's more profitable. I make an average of $34,500 per week even though I barely trade myself... 👍🏻

[@InvestorJosh-mj8ov]

I'm favoured financially, Thank you Jesus $32,000 weekly profit regardless of how bad it gets on the economy.

[@gregjames-ou1yw]

How ..? Am a newbie in crypto investment, please can you guide me through on how you made profit?

[@Richard999yy]

Thanks to mrs Katarina Brooklyn .

[@lorencialnkasi3162]

YES!!! That's exactly her name (Katarina Brooklyn ) so many people have recommended highly about her and am just starting with her

[@donmac8517]

I'm surprised that this name is being mentioned here, I stumbled upon one of her clients testimony on CNBC news last week.

[@decker15z]

Match groups entire business model is screwing you over.

[@Frivals]

Change you with men. Females have it easy always.

[@sexytechreviews_]

Absolutely the worst dating app ever. Nothing but horror stories from very fine singles being treated horribly and either being banned or not getting any matches.

[@AlieshiaTV]

And everyone is still single lol

[@ismailabdi4033]

from rehab to harvard

[@simonn6746]

was waiting for this comment

[@LeandraJ]

Manipulating lonely ppl into giving you their money. What a genius idea.

[@nicholasbersito6942]

That’s so very true

[@romeostarlite21]

Stay broke and lame bud

[@KarlRauk]

Reframe: Offering a solution to a problem

[@LeandraJ]

@@KarlRaukit’s not a solution. It’s using ppl. There is indeed a difference.

[@sunset33533]

Using a dating app today is like dumpster diving while hungry. The book called The Dating App Confessions by Logan Tindell has some good stories.

[@sergeayissi939]

How many dating apps do people need!?

[@shubhdeshmukh9888]

Installed it for more than an year but no potential match conversation till now.

[@GlockUser1982]

I tried a dating app back in 2009 and got into a relationship and regretted it severely. I haven't been on a dating app since then and will not go away again. Personally if i dont meet the woman in person i will not do it. To those who do date/hookup online i wish you luck at it

[@AntonSlizzardhands]

How many fake accounts with paid models appear on these apps in attempt to lure users in?

[@kinorinadiy]

I found my partner on hinge and now we have a house together !

[@rwjc4530]

Paying for a dating app just to meet more women who want your money lol

[@Zocker4545]

I had my Operations Research classes in the room at 2:49 at TU Munich. Funny coincidence 😅

[@Allriteyeah12]

Cool

[@bigworm3886]

Hinge is incentivized to keep you on the app as long as possible - after all how can they expect to grow sales and earnings with a high churn rate.

[@Frivals]

Change you with men. Females have it easy always.

[@jed1477]

0:18 She almost didn't date the dude if he had a mustache but then she smiled back LOL

[@ahmedmike3527]

I'm very surprised that Elon Musk & Richard's ties to the World Economic Forum still haven't been mentioned by this channel. Considering the amount of times Guy has talked about the organisation and their plans to try to control us all. Seems like it would be an important point to mention that they now have one of their members at the head of one of the largest crypto exchanges out there.

[@thatgirlshaz]

I met my husband on tinder 😂

[@daniellebaxter4504]

Great story

[@User12345fan]

Because it is a good one, it really was way different and went for the personality more.

[@shelltoe_soul]

Well you had to at least attempt to actually write about something, think about yourself and who you want to match with, and finally present your hopefully coherent profile to the world. It did a fantastic job of onboarding new users and socially pressuring or at least incentivizing people to really work on their profile and put their best foot forward. It clearly is a cut above everyone, but Ive been getting less and less responses. Feels like everyone is fatigued and it’s totally become a full on waste of time.

[@kkp4297]

too bad Hinge is not designed to be deleted anymore. Match Group wants to trap you on the platform forever.

[@ssrb9406]

I met someone when it first came out , but wouldn’t be caught dead on it now! It has many more “casual daters” now who are not seeking committed relations/hip.

[@general_electrics]

True. Hinge sold out.

[@jwulf]

Great job of not telling us anything about how they infer that they are different.

[@nrgonline]

20 years ago, if you met someone online and dated them, it looked weird and cringe 😂😂😂

[@simoncaine9515]

Anyone else get an advert for Hinge before this video? 😅

[@feliciadumas1418]

Nope, I got an ad for Bumble 😅

[@saulgoodman2018]

But what is the profit?

[@crxracer805]

Hinge sucks! I paid a lot of money for the extra features and I didn't get a single match!!

[@mmd2035]

Well well well..😊

[@simonn6746]

you didn't use it properly if you're a guy, its a business..who do you think it'll reward more, paying or non-paying members? also you prob didnt optimize your profile

[@simonn6746]

I used to get 0 matches now I get a few every time I boost, so Im talking from experience. Invest in yourself & pay a little & things will pay off, though I still hate dating apps b/c girls just use it for validation

[@joolean7799]

Dating is way easier in the US than in Europe. - 1 like after 6 months in Germany, after setting the location to an US city I got >30 likes within 2 days lol (no boost or anything)

[@simonn6746]

@@joolean7799 it must be a race-based thing then, b/c that's not normal. Also they use different dating apps, so its not apples to apples

[@dumuzi9662]

If you can afford to make less, makes less. Your apps are ruining people who won't pay for spiritual reasons and to speak plainly you are causing good people to fail and profiting off of harm and peoples luck. You need to provide for the public good not your private pool. Seriously, take your money and give the app to volunteers who will run it. The concentration of power destroys everyone absolutely

[@kkp4297]

dude, they're not running a charity

[@Dr.ghostbuster]

I agree, have a little integrity and clarity of purpose. You might be surprised at how successful you can become.

[@brittanydavis4546]

Dating app is not a good app for dating. But I do like his story of how he started.

[@simonn6746]

its an app for validation, & some dates here & there

[@ShesooBreezy]

With everyone working from home 🏡, it’s hard to meet people. You gotta go out and meet others. Plus, I like online dating cause it’s human nature to socialize others. We’re suppose to interact with each other. We’re not meant to be alone.

[@dannyslebs6321]

Which is why people are buried on their phones in real life and don't look at people in the eye anymore. Every bus, subway, train is filled with people possessed by their phones.

[@loving0u]

How many people still struggle to understand that they are single not because there is something wrong with the app .. 😂

[@Audreylin29]

I didn’t have a good experience on Hinge. So far the league is better

[@Oll_704]

I’ve had a mehhh experience on both

[@Happysoul_3]

If you are really serious to get marry.. go for a matrimonial site atleast you can meet some genuine folks who are also looking for a partner to marry. These dating app is only for short term relationships and hookup. Good for divorced people.

[@JayFriedrichs]

Love the hate for this app! 🔥

[@specialiseesi6746]

The business of keeping you single. Imagine a couple guys making millions, billions on your loneliness because in order to make money they turned the app into a slot machine so you can never leave. Epidemics of lonely men and broken women, depression all across the board. Delete your apps.

[@Wooster77]

Pretty soon, dating apps will use AI that’ll find one’s perfect match in 30 seconds.

[@EngineerDJ_Julius]

I'm proud to say I have never paid for dating apps

[@sidehustletoceo]

All it takes is a great idea. Run with it!!

[@Brodragon2225]

nope you have to be very intelligent to implement it

[@method341]

plenty of hot girls are still not on dating apps. I despise dating apps with a vengeance

[@alanc7772]

Same, I used to use them back when they weren't in style but I can't bring myself to use them anymore

[@Waltaere]

Cnbc 😃

[@keshams3665]

Just go to meet people in real life.

[@jamisonmunn9215]

Online dating is dumb idea in general. That is the only reason Hinge is successful because even that online dating company realizes that online dating sucks.

[@MaksimIzer]

400 million validation app for women

[@ROSADIANA-DSB]

Biggest scam 😂

[@Garykin]

Tell them to unban me

[@mattbyuh]

What did u do LMAO

[@therealdavidleong]

@@mattbyuh they will never tell you

[@mattbyuh]

@@therealdavidleong u never know

[@therealdavidleong]

@@mattbyuh my point exactly, because they don't tell you

[@alexbob5209]

Bruh which girl hurt my guy 😭😭

[@themotivatedman112]

"Helping PEOPLE". Sure... that's what they're doing

[@sriharshacv7760]

No dating app is immune to eventual Tinderization. The question is how quickly it becomes Tinder. The main issue is that an avg. male is unattractive to avg. female due to the way the society is engineered for a variety of reasons (politics being one of them). When this happens, an avg. female is going to be bombarded by a disproportionate no. of males and both get bad outcomes. In case of women, they are flooded with too much choice that they repeatedly end up making bad choices (or giving up on the apps). The male ordeal is too well known to describe any further. In other words, no matter how well an online dating product is designed, the moment unlimited choice is introduced, it becomes useless for both. Unlimited 'Choice' is overrated and only increases pain.

[@santostv.]

Like the saying go’s a fool and his money will soon be parted

[@CreativepreneurJourney]

Wow that is interesting 🧐

[@ang5035]

I don’t believe in these consulting firms and people that they hire. It’s all about the image

[@KASPERSKY707]

A lot of scammer profiles on dating apps!

[@mrbHanoi]

Dating apps no thank u

[@spleenful]

It still a crap app

[@mohsinshaikh1890]

Please stop that “three number to lookout for” in your videos .. makes less sense , as your videos are not narrated around these numbers

[@abdulraheemmuhammad4985]

All it takes is to dare the impossible.

[@alexbob5209]

Fr

[@ezydoesit993]

hinge gets worse by the day!

[@Observer100-cn7gv]

Had to stop watching and add a dislike when I saw the gays just a minute in.

[@TheBlackManMythLegend]

I found good women on Hinge. But dating is still hard but it's a tad better on Hinge. ( my experience )

[@simonn6746]

real