INTERVIEW: Coffee Meets Bagel Doubles Down on Intentional Dating

In an era where swipe fatigue has become a dominant complaint among online daters, Coffee Meets Bagel (CMB) is finding renewed relevance by sticking to principles it championed from day one. The app, known for its “friction by design” approach emphasizing quality matches over quantity, positions itself as the anti-swiping alternative in a market long dominated by unlimited scrolling platforms.

In a recent episode of the Global Dating Insights podcast, Quincy Yang, CEO of Coffee Meets Bagel for North America, discussed the company’s strategy amid shifting consumer preferences. Yang highlighted that CMB has always prioritized slow, intentional, and authentic connections. “We like the users to be very intentional,” he explained. The app’s core model – curated, limited daily matches (historically often one “bagel” a day) – stands in stark contrast to the swipe-heavy experience that defined the 2010s and has remained a core part of the industry to this day, even as it loses favour with many singles.

This positioning appears well-timed. Yang noted that the industry is “swinging back” toward quality-over-quantity dating. Public companies have reported swipe fatigue in earnings calls, and even Tinder has introduced features acknowledging users’ desire for more meaningful interactions. Emerging dating apps are increasingly adopting models reminiscent of CMB’s early approach, such as one match a day or even one per week. “We think this is where dating is continuing to head,” Yang said, pointing to younger generations seeking more intentional experiences.

Leadership Evolution and Market Focus

CMB has undergone structural changes to better navigate regional differences. Co-founders Soo and Dawoon Kang have stepped back from day-to-day operations. The company now operates with a dual-CEO model: Yang leads North America, while Shunjue oversees the rest of the world. The split aims to increase agility and tailor decisions to local market dynamics, as consumer behavior varies significantly across regions.

North America remains a core market, but Asia – particularly Thailand, Southeast Asia, Hong Kong, and Taiwan – has emerged as the fastest-growing area. Australia also performs strongly, sharing cultural similarities with the U.S. and Canada in dating app usage. Europe trails behind. This localized approach extends beyond operations to marketing and product decisions.

In Asia, CMB has successfully implemented government-grade verification via Singapore’s SingPass, achieving 70% user verification and cutting scam complaints by more than half (from 0.56% to 0.21%). In North America, cultural attitudes toward mandatory government ID differ, leading to a more measured approach: selfie verification for all and selective government ID checks for flagged suspicious accounts.

This regional nuance exemplifies the benefits of the dual-CEO structure, allowing CMB to address trust and safety in ways that respect local contexts.

Marketing in the Creator Economy

Following the departure of longtime CMO Delbert Thai, who helped expand the company through a shift toward user-generated content (UGC), CMB has leaned into a decentralized, in-country marketing structure. Yang emphasized a strong internal bench and localized leadership.

In North America, creators play a pivotal role in reaching Gen Z and Gen Y users. The strategy blends traditional performance marketing on Instagram and Facebook (using UGC creatives) with influencer and ambassador partnerships on TikTok and Instagram. Ambassadors – smaller, lesser-known creators – complement larger influencers, creating an authentic mix that resonates with how younger users discover and evaluate brands.

AI Assistance, Not Substitution

Artificial intelligence presents both opportunities and risks. The Realness Report found that 80% of users are comfortable with AI assistance, yet 65% would disengage if they discovered a profile or message was AI-generated. Yang frames this as a distinction between assistance (tools that make users’ lives easier, such as suggestions or prompts) and substitution (AI fully representing or writing for them).

CMB plans to leverage AI to solve real pain points while preserving genuine human connection – primarily in ways that users have control and authority over, and in ways that are directly okayed and curated by the users themselves. As Yang stated, “representing them without their control and without their okay, that that’s something we’re gonna avoid.”

93% of daters say dating is difficult, with 40-54% citing endless swiping as their top frustration. These findings reinforce CMB’s limited-matches philosophy. By avoiding the paradox of choice, the app aims to reduce overwhelm and foster more genuine interactions – values the company has maintained consistently since its founding by Harvard MBA graduates over a decade ago. Users are clearly valuing interactions that allow them to go beyond swiping based on brief first impressions, and AI – despite being inhuman – may ironically be a method to ensure more human connections.

Competitive Landscape and Long-Term Vision

Hinge and Tinder remain formidable competitors, with their unlimited profiles and swiping mechanics appealing to specific segments. Yet Yang views the multi-billion-dollar market as large enough to support diverse approaches. CMB intends to stay the course, serving users who prioritize intentionality. Evidence from newer apps mimicking CMB’s model provides validation.

Looking ahead, Yang rejects a traditional “end game” mindset. Instead, the focus is on the ongoing journey of solving daters’ unmet needs amid swipe fatigue and suboptimal outcomes. The emerging generative AI era excites the team, as new technologies could disrupt incumbents much like the smartphone and internet did before. “The game is just beginning,” Yang noted.

With a history that includes a notable Shark Tank appearance and $23 million in funding, CMB’s consistent, founder-rooted philosophy may give it an edge as the industry matures. As daters increasingly reject superficial volume in favor of meaningful connections, apps built around “friction by design” could lead the next chapter of online dating.