Spencer Rascoff, the new CEO of Match Group, is spearheading a series of changes aimed at attracting gen Z users to the company’s portfolio of dating apps, including tinder, Match.com, OkCupid, Hinge, and Plenty of Fish. This initiative comes as many young adults are turning away from dating apps, seeking more authentic, real-world interactions.

Gen Z’s reluctance to embrace dating apps stems from a growing sense of fatigue and disillusionment with the online dating culture.Max Gomez, a 24-year-old communications professional, observed that the user base on many of these platforms has dwindled as Gen Z seeks connections elsewhere.

Recent data underscores this trend. A 2024 survey indicated that over 75% of Gen Zers experience burnout from using dating apps like Hinge, tinder, and Bumble, citing difficulties in establishing meaningful connections despite the time invested. This shift in attitude is reflected in Match Group’s financial results, with first-quarter profits declining to $117.6 million,compared to $123.2 million in 2024, and paid usership decreasing by 5% year-over-year to 14.2 million users.

Rascoff’s Strategy for Attracting Gen Z

“We need to adapt our products to accept that reality.”

Rascoff, who previously cofounded and led Zillow, assumed his role at Match Group in February with a clear objective: to revitalize the company and its offerings. He acknowledged that dating apps can often “feel like a numbers game,” creating a perception that metrics are prioritized over user experience. To address this, Rascoff is focusing on understanding and meeting the needs of Gen Z.

In a public statement, Rascoff urged employees to provide candid feedback on how to enhance the user experience. He emphasized the importance of agility and accountability in implementing changes, advocating for increased in-office collaboration to expedite the process.

In May, Rascoff announced a workforce reduction of 13%, affecting approximately 325 positions, as part of a broader effort to streamline operations and improve efficiency. He projected that these measures would result in savings of around $100 million annually.

Tinder‘s Transformation

Tinder, in particular, faces challenges due to its association with hookup culture. The recent job cuts impacted 18% of Tinder employees,but Rascoff clarified that the layoffs were part of a strategic reorganization aimed at empowering individual employees to “have a bigger impact.”

Rascoff emphasized the need for continuous innovation in the dating app space, noting that Tinder, despite its initial success, has remained stagnant in recent years. To address this, Tinder has introduced a new feature in several countries that encourages users to pair up with friends for double dates, with plans for a global rollout by the end of the summer.

“The high pressure kind of product offering of looking at a photo and judging it-that is cringy for a lot of Gen Z people,” Rascoff said.

This feature aims to alleviate the pressure associated with traditional dating apps by allowing users to connect in a more relaxed and social setting. Users can merge their profiles with a friend and match with another pair, facilitating group chats and real-life meetups.

“This is the way Gen Z wants to connect,” Rascoff said. “They wont to vibe their way through meeting people.”

AI-Powered Safety Measures

Match Group is also leveraging artificial intelligence to enhance user safety and interaction. The “are you sure?” feature uses AI to identify perhaps offensive or inappropriate messages,prompting users to reconsider their content before sending it.

“Many tens of 1000s of times a day that little speed bump that we introduced improves the way people behave,” Rascoff said. “We have work to do on our end. Society has work to do on their end. Together, we can definitely help cure loneliness.”