The next time you open Bumble, it might look a little different.
On Tuesday, almost 10 years after launching with a mission to let women make the first move, Bumble is revamping its app with an overhaul that includes a new logo, an advanced algorithm and brand new features, including a standout called Opening Moves that changes the way you start conversations.
Previously, women using Bumble had to take the initiative and write a first message within 24 hours of meeting someone. Now, as of Tuesday, women still have to make the first move on the app in a day, but they don't necessarily have to be the first to type a message.
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Bumble's new Opening Moves feature lets women choose a question from Bumble's list, such as “Who is your dream dinner party guest (real or imaginary)?” or “What do you like about my profile?” that they can choose as the first message for all their new matches.
Bumble's new CEO, Lidiane Jones, who took on the role in January AFTER running Slack last year as CEO, said the company was “excited” about the new feature.
“We want to evolve with our community, moving from a fixed approach to giving women more options in how they engage,” Jones said in a Press release.
Bumble's redesign and updated features may reflect a broader push toward profitability.
Bumble posted one Net loss of $1.9 million last year and cut 350 rolls in February. Both Bumble and competitor Match Group, which owns Tinder and Hinge, have gone under more than 80% in share value from their peak three years ago.
Bumble opening moves. Credit: BusinessWire
Bumble created the Opening Moves feature after conducting a global survey this month of over 6,000 women ages 23 to 35 using the app. Nearly half of the women surveyed wanted more ways to start conversations.
Bumble found during early tests noted in the same press release that Opening Moves increased the number of conversations started, how many people responded to them, and the overall time spent in the conversation.
For non-binary or same-sex relationships, both parties can decide and respond to opening moves.
The feature takes the pressure off users to come up with new first messages for every match, increasing the chances of them getting to matches in the first place.
When their matches respond to the request, the conversation begins.
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The survey also found that three out of four women found that one's dating goals were one of the most important factors in online dating, prompting the company to launch a new feature released Tuesday called “Dating Goals Badges ” that allows users to select up to two specific targets, from “fun, casual dates” to “life partner,” to add to their profiles. The options before were more general, like “marriage” or “something casual.”
As part of the revamp, Bumble is also requiring users to add at least four photos, doubling the previous minimum requirement.
The app will now create a personalized “For You” page for users with up to four people who can be well-matched based on their preferences and match history.
Bumble plans to add AI-powered features, and possibly even let men send the first message, later this year, according to TechCrunch.