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Bumble looks to revive its friendship-focused BFF product in wake of dating app downturn
Dating app maker Bumble is rethinking its vision for the company's future after announcing weak earnings and massive job cuts that will see the company
Under Jones, Bumble will reallocate the company’s (now more limited) resources into areas it believes present opportunities for growth, including the use of AI in the dating app segment — as competitor Match is also doing — but also to innovate in the friend-finding category with BFF. Back in August 2022, Bumble was spotted experimenting with a new social networking feature dubbed “Hive,” which would allow users to connect via communities, and also included support for things like group chat, polls, and video calls. Dating app users are willing to pay for perks and subscriptions that give them a better shot at finding love, but friendship seekers have plenty of other free choices, like Facebook Groups, Meetup, organizations, and local community offerings, to meet people out in the real world.
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