Bumble is an American social media company with a core focus on online dating. Bumble drives revenue through the purchase of in-app services using its currency Bumble Coins and via subscriptions. Bumble generates revenues in a few key ways: Spotlight is Bumble’s answer to Tinder’s Boost capability. The Bumble Boost function allows users to swipe without daily limits or extend matches for up to 48 hours.
Table of Contents
Origin Story
Bumble is an American social media company with a core focus on online dating. The company was founded by Whitney Wolfe Herd, a former Tinder user who sued the platform for sexual discrimination and harassment in 2014.
As a result of media attention surrounding the case, the founder of the Russian dating app Badoo Andrey Andreev reached out to Heard. He proposed a new dating app using Badoo infrastructure and investment funds.
Together, Heard and Andreev recruited fellow Tinder departees Sarah Mick and Chris Gulczynski to design the Bumble interface ready for launch in December 2014.
Bumble has since expanded to become more than just a dating app. Bumble BFF allows users to search for platonic friends, while Bumble Bizz focuses on business communication.
In 2020, the platform reached 100 million users and is the second most popular platform in the U.S. after Tinder.
Understanding Bumble value proposition
In its financial prospectus, Bumble highlighted:
Bumble was founded because we noticed two different, yet related issues in our society: antiquated gender norms, and a lack of kindness and accountability on the internet. We observed that women were often treated unequally in society, especially in romantic relationships. At the same time, social networks created possibilities for connections, but they were focused on connections with people you already know and lacked guardrails to encourage better behavior online.
Thus, as the company highlighted, the brand was built with “women at the center.”
The Bumble tech platform emphasizes a design “to be safe and empowering for women, and, in turn, provides a better environment for everyone.”
Therefore, as the company highlights, the value proposition moves along a few key values:
- Meaningful Connections and Healthy Relationships.
- Trust and Safety.
- Innovative Features.
- A Large, Growing, Engaged Community.
Understanding the Bumble tech platform and product
The company operates two main products:
- Bumble: launched in 2014, is one of the first dating apps built with women at the center.
- And Badoo: launched in 2006, one of the pioneers of web and mobilefree-to-usedating products.
The users’ experience consists of three main paths/journeys:
Setting Up a Profile
Matching
Chatting
Premium Features
Bumble subscription offerings (Bumble Boost and Bumble Premium) enable a set of premium features like:
- Beeline: a feature that shows you who likes you.
- Rematch: enabling subscribers to rematch with any prior matches that have already expired after 24 hours.
- Extend: access to an unlimited number of24-hourextensions on conversations.
Other features can be enabled as in-apppurchases:
- SuperSwipe: to inform potential matches that they are confidently interested in them.
- Spotlight: to advance their profile to the top of the list of potential matches.
- Travel Mode: change location to anywhere in the world (thus opening up to new matches).
- Backtrack: enabling users to undo a “no” vote to revisit potential matches.
Customer Segments:
- Singles: Individuals seeking romantic partners for dating, relationships, or casual encounters.
- Friendship Seekers: Users looking to expand their social circle and find platonic friends through Bumble BFF.
- Professionals: Those interested in networking and career opportunities through Bumble Bizz.
- Enterprises: Large companies that may partner with Bumble to offer dating or networking benefits to their employees.
Distribution Strategy:
- Mobile App: The Bumble mobile app is the primary channel for users to access and interact with the platform. It provides features for setting up profiles, swiping, matching, and initiating conversations.
- Website: While the app is the core platform, Bumble’s website complements the mobile experience, offering users the ability to access their accounts and profile information from desktop computers.
Marketing Strategy:
- Brand Messaging: Bumble’s marketing messages emphasize empowerment, safety, and meaningful connections. It communicates its commitment to women’s empowerment and positive online interactions.
- In-App Promotions: The app itself promotes premium features and subscriptions, encouraging users to explore and purchase additional services.
- Social Media: Bumble actively engages with its user community on social media platforms, sharing success stories, dating tips, and content related to empowerment and relationships.
- Partnerships: Bumble may collaborate with influencers, celebrities, or brands to expand its reach and promote its values.
- Word of Mouth: Bumble encourages users to refer friends and family to the platform, leveraging word-of-mouth marketing.
- Events and Initiatives: Bumble may organize events, campaigns, or initiatives to support its mission and engage with users both online and offline.
Bumble revenue generation
It’s important to point out that the core features of Bumble are free to use. Users can swipe and match with interested parties without having to pay for the privilege.
Instead, Bumble drives revenue by purchasing in-app services using its currency, Bumble Coins.
Spotlight
Spotlight is Bumble’s answer to Tinder’s Boost capability.
Users can pay to have their profiles placed at the front of a match queue using Bumble coins.
The coins are available for purchase within the app, with pricing depending on the user’s country and the number of coins purchased.
In general, Bumble offers discounts for bulk purchases. In the United States, for example, 1 Bumble Coin costs $1.99, while 20 Bumble Coins can be had for $24.99.
Boost
The Bumble Boost function allows users to swipe without daily limits or extend matches for up to 48 hours. They can also instantly access those who have liked their profile and re-match with old connections.
Boost features are also purchased with Bumble Coins but more frequently. Using a subscription-based model, users can sign up to Boost for a week, month, three months, or a lifetime.
Again, prices depend on the region and the renewal frequency chosen. But Bumble can charge up to $25/month for this premium membership.
Badoo ownership
In 2020, Bumble replaced MagicLab as the parent company of both Bumble and Badoo.
Therefore it is not unreasonable to suggest that Bumble makes a significant amount of money from Badoo – which is also a popular dating platform with a similar business model.
Badoo is the world’s most widely used dating network, operating in 190 countries with hundreds of millions of registered users.
Key takeaways:
- Bumble is a social media dating company co-founded by former Tinder user Whitney Wolfe Herd and Badoo founder Andrey Andreev.
- The Bumble app works on a freemium model. However, users can unlock additional features using Bumble Coins, either through one-off purchases or a subscription model.
- In 2020, Bumble also became the parent company of Badoo – the world’s most popular online dating service with a similar business model.
| Element | Description |
|---|---|
| Value Proposition | Bumble offers a compelling value proposition for its users, including: – Women-First Approach: Empowering women to initiate conversations and connections in heterosexual matches, promoting equality and control. – Diverse Relationships: Facilitating connections for dating, friendships, and professional networking. – Safety and Accountability: Implementing strict safety measures, including photo verification, to create a secure online environment. – User-Friendly Interface: Providing a user-friendly and visually appealing app design for easy navigation. – Inclusivity: Welcoming users of all genders and orientations to foster diverse connections. – Location-Based Matching: Offering location-based matching to connect people in close proximity. – Virtual Dating: Introducing video and voice calling features for virtual dating and communication. – Bumble BFF: Enabling users to find and build friendships through the platform. – Bumble Bizz: Facilitating professional networking and mentorship opportunities. – Social Impact: Promoting initiatives and campaigns related to social and gender equality. |
| Core Products/Services | Bumble’s core products and services encompass: – Dating: Providing a dating platform for users to discover and connect with potential romantic partners. – Bumble BFF: Offering a feature to find and connect with friends and expand social circles. – Bumble Bizz: Facilitating professional networking and mentorship opportunities for career growth. – Virtual Dating: Enabling video and voice calls within the app for virtual dating and communication. – Safety Features: Implementing safety features like photo verification and reporting mechanisms to enhance user security. – In-App Purchases: Offering premium features and subscriptions for enhanced app experiences. – Advertising: Generating revenue through advertising partnerships and sponsored content. – Partnerships: Collaborating with brands and organizations for promotional campaigns and events. – User Data: Monetizing user data insights and trends. – Social Impact Initiatives: Running social impact campaigns and initiatives related to gender equality and empowerment. |
| Customer Segments | Bumble serves a range of customer segments, including: – Singles: Individuals looking for romantic partners, dates, or potential long-term relationships. – Friend Seekers: Users interested in expanding their social circles and making new friends. – Professionals: Career-oriented individuals seeking networking opportunities and mentorship. – LGBTQ+ Community: LGBTQ+ individuals looking for inclusive dating and networking platforms. – Young Adults: Young adults and millennials navigating the world of dating, friendship, and professional growth. – Urban Dwellers: City residents looking to connect with people in their local communities. – Advocates for Gender Equality: Individuals who support gender equality and empowerment initiatives. – Entrepreneurs: Business professionals and entrepreneurs interested in networking and collaboration. – Online Daters: People who prefer online dating as a means to meet potential partners. – Safety-Conscious Users: Users who prioritize safety and accountability in online interactions. |
| Revenue Streams | Bumble generates revenue through various revenue streams: – Premium Subscriptions: Earning income from premium subscription tiers that offer enhanced features and benefits. – In-App Purchases: Charging users for virtual currency (Bumble Coins) to access additional features. – Advertising: Generating revenue from advertising partnerships and sponsored content within the app. – Boosts: Offering paid profile visibility boosts to increase user exposure. – SuperSwipes: Selling SuperSwipes as a premium feature for more impactful swiping. – Partnerships: Collaborating with brands and organizations for promotional campaigns and events. – Bumble Bizz Premium: Offering premium features for professional networking and mentorship. – Data Insights: Monetizing user data insights and trends through research and analytics. – Social Impact Initiatives: Partnering with organizations on gender equality campaigns and initiatives. – Virtual Dating Events: Charging for participation in virtual dating events and experiences. |
| Distribution Strategy | Bumble employs a strategic distribution strategy to reach users and foster connections: – Mobile App: Providing a mobile app available on iOS and Android platforms for easy access and usage. – User-Friendly Interface: Offering an intuitive and visually appealing app interface for seamless navigation. – Geolocation: Utilizing geolocation technology for location-based matching and connection recommendations. – Marketing Campaigns: Running marketing campaigns and promotions to attract and engage users. – Safety Measures: Implementing safety measures, including photo verification and reporting systems, to ensure user security. – In-App Communication: Facilitating in-app communication through messaging and video/voice calls. – Bumble BFF and Bizz: Promoting the different features of the app, including dating, friendship, and networking. – Partnerships: Collaborating with brands and organizations for promotional events and campaigns. – User-Generated Content: Encouraging user-generated content and testimonials for organic growth. – Social Impact Initiatives: Highlighting social impact initiatives and campaigns related to gender equality and empowerment. |
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