All the alternative dating apps that are changing the rules

In recent years, interest in dating apps has significantly declined, directly impacting individual companies in the industry. Between 2021 and 2024, the U.S. company Match Group, which owns Tinder and Hinge, lost 80% of its market value, and Bumble is also struggling. Unlike Millennials, Gen Z continues to be generally skeptical of these types of technology platforms. According to a survey conducted last year by the U.S. publication Axios, nearly 80% of U.S. college students do not use dating apps. Younger people are reluctant to pay for a subscription to access additional features offered by apps like Tinder. Specifically, to meet interesting people, Gen Z prefers to use the social media platforms they engage with the most, such as Instagram and TikTok. The tough period that dating apps are experiencing is not only due to the lack of generational turnover but also to the fact that their models—apart from a few variations—have essentially remained unchanged over the years. For this reason, some companies are experimenting with new features, leveraging artificial intelligence to provide users with better suggestions for potential matches. For example, Sitch—an app launched in New York in November 2023—offers a model where AI analyzes a series of responses to questions about users' values and interests with the goal of facilitating the selection process of a potential partner through automation.

In response to dating fatigue, new platforms are emerging that focus more on in-person meetings and personalized matchmaking. For example, the Singles Only Social Club, launched in 2023, organizes events for people looking for a partner, motivated by the desire for genuine relationships. Initially starting as casual meetups in Los Angeles, these events quickly expanded to New York and several other major cities in California, attracting up to 300 participants per night. But what is the secret to its success? According to Wired, it lies in the opportunity to meet people with shared interests and values in a relaxed, pressure-free environment. In addition to live events, matchmaking services are gaining traction, offering a more structured alternative to traditional dating apps. My TruBond, for instance, requires its members to pass a background check and complete a personality test before being matched with other users. Additionally, the first conversation takes place via video call to ensure a safe experience from the start. Another increasingly popular service is Tawkify, which assigns a personal matchmaker to analyze compatibility and arrange dates.

Other apps are trying to involve friends and family in the matchmaking process. Loop, for example, allows users to create profiles for their single friends and suggest potential partners for them. The model is similar to another platform called Arrange, which enables singles to nominate a third person—called a "scout"—to select the most suitable matches. A similar approach has been adopted by Cheers, which leverages users' social connections and mutual friendships to suggest matches. While these approaches offer an alternative to the traditional dating app model, the results are not necessarily better from a purely statistical perspective. However, matchmaking is gaining increasing popularity precisely because—unlike platforms like Tinder, Hinge, or Bumble—it focuses on a more personalized approach to romantic connections and the individual needs of its users.