Dating apps have garnered somewhat of a negative reputation in recent times—a landscape marred by ghosting, dwindling options even in metropolises like New York, and rising subscription prices. Amid this climate, Hinge, under the leadership of its Chief Marketing Officer and President Jackie Jantos, is positioning itself as a solution tailored specifically for the needs and expectations of Gen Z users.
In a recent conversation at the inaugural SXSW London, Jantos explained how today’s young adults possess a sophisticated understanding of digital experiences. For them, transparency, authenticity, and inclusion are not merely desirable but essential. “This generation has grown up knowing how digital environments function, and they’re clear on what they want from online interactions,” she said. Jantos underscored that inclusivity must be intrinsic, asserting it is foundational to building meaningful products and effective marketing campaigns.
The broader industry has experienced difficulty lately, with competing brands like Tinder and Bumble encountering sluggish or even stalled user growth. Tinder recently endured leadership reshuffling following a period of declining growth, whereas Bumble has similarly struggled to sustain momentum. In contrast, Hinge—also part of Match Group’s family of dating brands—appears to have weathered industry pressures more successfully. Match Group’s first-quarter 2025 report highlighted Hinge’s solid performance, noting significant growth in direct revenue and healthy download rates throughout English-speaking regions and Western Europe.
To maintain its appeal, Hinge has introduced several strategic features aimed at fostering more focused and genuine interactions among users. One change limits the number of open chat conversations a user can engage in simultaneously, curbing the common issue of users simply collecting and maintaining multiple idle conversations. “We aim to encourage people to actively close chats if they’re no longer interested,” Jantos explained. The goal is enabling users to prioritize meaningful connections that lead to real dates. Additionally, the platform is experimenting with coaching services to help users craft more engaging profiles.
New features, like the forthcoming “Warm Introductions,” are designed to highlight shared interests, thereby enhancing match quality. Jantos hinted at further innovations driven by advanced AI models that have already proven successful. Since a new AI recommendation algorithm debuted in March 2025, Hinge has seen interactions such as matches and conversations jump by approximately 15%. AI-powered tools are also becoming central to safety initiatives, offering more robust protection and personalized guidance for users navigating the dating landscape.
Beyond the app itself, Jantos emphasizes the importance of fostering offline experiences to counteract pervasive loneliness among Gen Z, a phenomenon often exacerbated by the increasing isolation spurred by constant digital connectivity. Recognizing barriers such as cost and safety concerns that deter young people from meeting in person, Hinge launched its One More Hour Fund in 2023, pledging $1 million towards organizations dedicated to cultivating more accessible and secure physical spaces for young people to connect.
The marketing approach adopted by Hinge to target and inspire Gen Z includes compelling collaborations with creators, crafting zines that feature relatable real-life success stories, and immersive campaign initiatives designed specifically to resonate with younger audiences. Through these efforts, Jackie Jantos and her team at Hinge hope to re-energize dating culture for a generation struggling with disconnectedness—one carefully curated match at a time.
