After breaking its long silence last week, and launching a site dedicated to the depressing state of today’s “swiping culture”, New York dating company Hinge has set a date for its return.
In an email to users, the brand said it is launching a new pivoted version of Hinge on 11th October.
The dating company said: “Dating apps have become a game, and with every swipe we‘ve all moved further from the real connections that we crave.
“We, as a team that believes in and fights for relationships, are over the games, including the ones we created. It turns out, most of you are as well.
“In two weeks we will welcome you to an entirely new Hinge: a members-only community of people looking to get past the games and find something real.
“We weren’t happy with Hinge as you know it, and neither were you, so we have built this from the ground up.”
And the all-new Hinge app will, as reports earlier this year suggested, come with a “small” monthly membership fee.
Although it hasn’t yet been revealed how small this fee will be, Hinge told its existing users that they will get a free three-month trial when the current app automatically upgrades on 11th October.
The new product will also do away with any swiping functionality.
Hinge said: “If you are ready to swipe left on swipe culture and find meaningful connections, we hope you’ll start a new relationship with us.”
Hinge founder Justin McLeod recently said he decided the product needed to pivot last December, as it wasn’t “living up to our mission”, despite having raised $20.5m and seeing strong growth.
So, the team turned its attentions towards rebuilding the product from the ground up throughout 2016, and the result of this work will be released on Tuesday 11th October.
We look forward to seeing what Hinge has to offer, and check out GDI in two weeks time for coverage of the launch.
Read more about Hinge’s process of rebuilding the product here.