Bumble Shuts Down Fruitz and Official To Reset Focus

Bumble Inc. is discontinuing its two acquired apps, Fruitz and Official, as part of a strategic shift to focus on its core platforms, Bumble and Badoo. The decision was revealed during the company’s fourth-quarter earnings call, with executives citing financial challenges and a need to streamline operations.

The move marks a shift in strategy for Bumble, which previously expressed a commitment to acquisitions as a growth driver. Fruitz, a French dating app, and Official, an app aimed at helping couples strengthen relationships, were acquired to expand Bumble’s reach. However, the company has now decided to wind down both services to concentrate on its primary business.

“We have made the strategic decision to discontinue Fruitz and Official,” said Whitney Wolfe Herd, Bumble’s founder, who is set to return as CEO in March. “We expect the closure of these apps to result in an approximately $12 million revenue headwind for the year.”

The announcement comes at a time when dating apps, including Bumble, are facing increasing financial pressure and shifting user expectations. Wolfe Herd acknowledged that the company must “reset” its focus by improving safety measures, enhancing its technology, and introducing new features to re-engage users.

Bumble is preparing to roll out a “Discover” tab, similar to Tinder’s, where users can find matches based on shared interests. It will also introduce a feature that allows users to share their profiles in person, potentially helping to bridge the gap between online and offline dating. Given the recent financial worries mentioned in the company’s most recent forecast, this kind of overhaul could make a big difference – but, unfortunately, it comes at the cost of two niche but apparently fairly popular apps.