Match Group CEO Says Winning Back Women Is Top Priority for Tinder

Match Group CEO Spencer Rascoff has identified attracting more female users as the “primary focus” for reviving Tinder, the company’s flagship dating app.

In an interview with the Financial Times, Rascoff said achieving better gender parity is essential for Tinder’s long-term success. He noted that women have grown dissatisfied with the app’s “quick-twitch gamified swipe mechanic,” which no longer aligns with changing consumer tastes, especially among female users.

Sensor Tower data estimates that approximately 75% of Tinder’s users are men. The app’s monthly active users have declined from a peak of 65.4 million in 2021 to 50.5 million last year, amid broader complaints of “dating fatigue” and an over-gamified experience.

Since taking direct responsibility for Tinder in July 2025, Rascoff has introduced several new features aimed at improving the experience for women and younger Gen Z users. These include double dates, video calls, and matching based on shared interests such as music taste. He has also increased investment in user givebacks and advertising while overhauling leadership, including appointing a new chief technology officer.

Rascoff acknowledged that Tinder’s rapid early success led to a lack of ongoing innovation. He said the company is now focused on rebuilding an “innovation muscle” attuned to current user preferences. His goal is to stabilize user numbers, moving from an 8.5–11% annual decline toward flat growth by the end of 2027.