What Happened to Hinge?
Hinge is a prominent online dating application, owned by Match Group, that differentiates itself by focusing on fostering serious relationships rather than casual encounters. Initially launched in 2013, it underwent a significant pivot in 2016 to move away from swipe-based mechanics, rebranding as "the dating app designed to be deleted." It has experienced rapid growth in users and revenue, becoming a key growth driver for its parent company, Match Group, and continues to innovate with features and international expansion.
Quick Answer
Hinge, the dating app "designed to be deleted," is currently thriving as a leading platform for serious relationships, owned by Match Group. As of 2026, it boasts approximately 32 million global users and generated $689 million in revenue in 2025, with projections to reach $1 billion by 2027. The app continues its international expansion, particularly in Europe and Latin America, and recently saw a leadership transition with Jackie Jantos becoming CEO in late 2025, as founder Justin McLeod moved to an AI-driven venture.
📊Key Facts
📅Complete Timeline15 events
Secret Agent Cupid Founded
Justin McLeod founded Secret Agent Cupid, a desktop service allowing users to list crushes among Facebook friends, which later evolved into Hinge.
Hinge Mobile App Launches
The mobile application version of Hinge officially launched, initially in Washington D.C., aiming to be less superficial than other dating apps.
International Expansion Begins
Hinge expanded its reach globally, launching in the UK, Canada, India, and Australia.
Relaunch and Pivot to Relationship-Focused Model
Hinge relaunched its app, removing the swipe feature and committing to helping users find love, adopting the tagline 'designed to be deleted.' This pivot aimed to differentiate it from casual dating apps.
Match Group Makes Initial Investment
Match Group, the parent company of Tinder and other dating apps, made its first investment in Hinge, impressed by its growth trajectory after the redesign.
Match Group Acquires Majority Stake
Match Group acquired a 51% ownership stake in Hinge, with the option to acquire the remaining shares within 12 months, solidifying its position in the relationship-focused dating market.
Match Group Completes Full Acquisition
Match Group fully acquired Hinge, integrating it completely into its portfolio of dating brands.
Hinge Labs Launched
Hinge launched Hinge Labs to research successful matches and fine-tune the app's compatibility algorithm and features, emphasizing data-driven improvements.
Launches 'One More Hour' Social Impact Program
Hinge initiated its 'One More Hour' social impact program, aimed at mobilizing Gen Z to increase in-person connections.
Revenue Reaches $550 Million
Hinge reported $550 million in total revenue for the full year 2024, demonstrating significant financial growth.
Expands to Latin America
Hinge continued its international expansion by launching in Mexico and Brazil, targeting new growth markets.
Justin McLeod Steps Down as CEO; Jackie Jantos Appointed
Founder and CEO Justin McLeod departed Hinge to launch Overtone, a new AI-driven dating venture. Jackie Jantos, previously President and CMO, was promoted to CEO of Hinge.
Q4 2025 Earnings Report Highlights Growth
Match Group's Q4 2025 earnings report confirmed Hinge ended 2025 with 1.9 million paying subscribers and $691 million in full-year direct revenue, a 26% increase year-over-year.
'Can't Believe We Met on Hinge' Campaign
Hinge launched a new campaign, 'Can't Believe We Met on Hinge,' highlighting real couples' unique stories and reinforcing its 'Designed To Be Deleted' platform.
Continued Focus on Meaningful Connections and AI
Under CEO Jackie Jantos, Hinge remains committed to fostering serious relationships, leveraging data and AI to enhance matching and user experience, while founder Justin McLeod's new AI venture, Overtone, receives Match Group backing.
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🔍Deep Dive Analysis
Hinge's journey began in 2011 when Justin McLeod founded a desktop service called Secret Agent Cupid, which evolved into the mobile application Hinge, launched in February 2013. Initially, Hinge operated similarly to other dating apps, but by 2015, it was struggling to stand out in a crowded market. A pivotal moment came in 2016 when Hinge relaunched, shedding the swipe-based model and repositioning itself as an app for serious relationships, famously adopting the tagline "designed to be deleted." This strategic shift, which included a temporary paid model to deter non-serious users, proved crucial for its future success.
Match Group, a global leader in online dating, recognized Hinge's potential and made an initial investment in September 2017. By June 2018, Match Group acquired a 51% ownership stake, completing the full acquisition by February 2019. Under Match Group's ownership, Hinge's revenue saw substantial growth, rising from $8 million in 2018 to $284 million in 2022, and further to $550 million in 2024. The app's focus on detailed profiles, prompts, and fostering meaningful conversations resonated with users seeking deeper connections, distinguishing it from competitors like Tinder.
In recent years, Hinge has continued its impressive growth trajectory. In 2025, Hinge generated $689 million in revenue, a 25% year-on-year increase, and had 1.95 million paying subscribers. The app's global user base reached approximately 32 million by 2026. Hinge expanded significantly into European markets and, in late 2025, launched in Mexico and Brazil, indicating a strong international growth strategy. According to The Knot's 2025 survey, 36% of newly engaged app-couples met on Hinge, surpassing Tinder and Bumble in facilitating marriages.
A significant leadership change occurred in December 2025 when founder and CEO Justin McLeod stepped down to launch a new AI-driven dating venture called Overtone, backed by Match Group. Jackie Jantos, previously Hinge's President and Chief Marketing Officer, was promoted to CEO. As of September 2026, Hinge, under Jantos's leadership, remains committed to its mission of fostering serious relationships and combating loneliness, utilizing data and AI to enhance user experience and matching quality. While Match Group continues to focus on turning around its flagship app, Tinder, Hinge remains a strong performer and a key growth engine for the company, with projections to hit $1 billion in revenue by 2027.
What If...?
Explore alternate histories. What if Hinge made different choices?