As many dating apps have been losing users and reshaping their strategies, Hinge has emerged as a brand to beat.

In the second quarter of this year, Bumble’s paying user base was down 8.7% year over year and revenue dropped 7.6%. Tinder, which is owned by Hinge parent company Match Group, has lost 1.2 million paid users since the beginning of 2024 and saw revenues drop 4.6% in Q2 2025. Meanwhile Hinge notched a 25% year-over-year increase in revenue and 18% growth in paying users for the quarter.

The secret, according to cofounder and CEO Justin McLeod, speaking at the Fast Company Innovation Festival, are two principles that have guided the company since its early days—and one that is emerging alongside broader use of AI. They are:

Prioritize the free experience

Long before Cory Docto

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