Tinder feels too much like “A Numbers Game”, and that's a big problem

• The Match Group CEO said that apps felt “for users like a number game” – and he wants to change that.
• The company plans to tackle user frustrations and to improve security on its platforms.
• Match Group faces the user extension in the middle of a wider departure from online dating platforms.

Users in apps such as Tinder and Hingse think that the partners Company Match Group is driven too much by metrics, said the new CEO from Match.

“Too often, our apps have more like a number game than as a place where we build real connections,” wrote Spencer Rascoff in a letter to the employees he published on LinkedIn on Thursday. “That has to change.”

Rucoff said that he wanted to bring the focus back on users. He creates a channel in which the employees can share their “unpainted feedback” into products confidentially and accommodate trust and security.

In the event of a profit call last month, Rascoff said that the company was working on “ecosystem cleaning” by combating bad actors, of which he said they would benefit the business.

“I heard incredible love stories,” wrote Rucoff in the letter on Thursday. “But I also heard frustration – from users who are looking for real, meaningful matches and expected more from experience.”

Rucoff, who entered CEO last month, was Co -o -o -o -o -o -co -co -co -co -co -, real estate platform Zillow and for over a decade CEO.

The company did not answer a request for comments.

Rucoff's overhaul follows a broader mood that deviates from the online dating. By wiping fatigue and the increasing costs for the adoption of data, many users lead to leaving apps for outlets that enable personal connections.

Between May 2023 and the end of 2024, more than half a million users left Tinder.

Match had 9.5 million users across platforms in December, which fell back to a decline of 5% compared to the same period last year.

Match's stock has dropped by almost 10% last year, while the rival bumble has dropped by 55%.