- The match group CEO Spencer Raskov He just took over in February, but he has already made major changes in the company and brand applications. Tinder, in particular, was a painful place for many Gen Zers who connect it to the culture of delivery. RASCOFF changes it.
While the dating applications were famous for the millennial generation, General Zires avoided them for more meetings in real life-and many of them were exhausted from his culture. One General Zeer He said luck The first word that comes to mind when he thinks about dating applications is “barren land”.
“I think users in many of these applications have decreased,” said Max Gomez, a 24 -year -old professional, said. “Gen Z is simply not using these (applications) anymore.”
Directory in Boding: Sacritious 2024 by Forbes Find More than 75 % From General Zers feels burning using dating applications such as hinges, tense, and bumble because they do not feel as if they could find a good connection with someone, especially given the amount of time they spend on the applications. These changing situations are reflected in Financial results for the matching groupIts profits in the first quarter amounted to 117.6 million dollars, compared to 123.2 million dollars in 2024, and USist paid 5 % for last year at 14.2 million users.
but Spencer RasfiThe new CEO of the Match Group, which includes Tinder, Match.com, OKCupid, Hinge and a lot of fish, is trying to make these applications more attractive to General Zers. He does this by meeting General Zires where they develop new products they want.
This generation of Gen Z, 18 to 28 –It is not a link generation. Rasf told that investors are in May, according to Wall Street Magazine. “We need to adapt our products to accept this reality.”
RASCOFF, Founder and former CEO of Zillowand Take the matches of the group In February with the aim of renewing the company. In March, he confessed in a message published on LinkedIn Dating apps only “you feel like a numbers game”.
This leaves “people with the wrong impression that we give priority to the standards for experience,” RASCOFF books. “This needs to be changed.”
In the same thesis, the employees called for their “unhealthy notes” on how to improve products to consumers.
“We know that listening to users is not enough-we need to move urgently and increase accountability,” Rascoff wrote, adding that the matching group will be “increasing expectations about cooperation within the office” to make changes faster.
In May, RASCOFF announced It cuts 13 % of the employeesIt reaches about 325 jobs, trying to convert the company. “This would save the company about $ 100 million.”
Tinder, in particular, is struggling. The job cuts were affected by 18 % of Tinder employees, but RASCOFF told Wsj In May interview Workers’ layoffs were made to reorganize the matches group and the presence of each individual employee “has a greater impact.”
This is especially important for RASCOFF to develop new products for dating applications – and Tinder, specifically, because of its association with the hook culture.
“Tinder started more than 10 years ago, and at that time, it was really innovative,” said RASCOFF Wsj. “But the product has somewhat stood for a long time, and the social products of consumers like our products, you cannot do that.”
A new product products have already launched about 15 countries, which will be a global advantage by the end of the summer, allowing users to pair friends to encourage double dating.
“This type of high pressure of offering products to look at and judge a picture – this is great for many people in Gen Z,” said RASCOFF.
He added that this feature takes some pressure from GEN Z. Users can integrate their profiles with a friend, and this husband and then matching another husband to the application – Say, two young men talking to two girls. Then these four people can start a group chat together and make plans to meet in real life.
“This is the way Gen Z wants to contact,” said RASCOFF. “They want to make their way by meeting people.”
Match Group has also developed self-powered tools to help users better explain themselves-and prevent them from saying something likely to be offensive or non-colored for another user. A feature called “Are you sure?? “Artificial intelligence is used to detect messages that can be doubtful or known and doubled with the user about their message before sending it.
“Many tens of 1,000 times on the day it provides the little speed we have provided, the way people behave,” Raskov said. “We have a job that we do at our end. Society has a work that must be done at the end. Together, we can help treat unit.”
This story was originally shown on Fortune.com
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