Justin McLeod Outlines Plans to Double Hinge’s Revenue in 2021

Hinge’s founder and CEO Justin McLeod was interviewed by Yahoo Finance after his dating app was one of the standout performers from its parent company’s earnings report last week.

The Match Group subsidiary saw its total revenue triple throughout 2020 and is reportedly on track to double that figure again this year. The total number of users is continuing to grow, while the average revenue per user has increased by 100% in the past 12 months.

Hinge is now the third most downloaded dating app in the US and is planning to further its international impact in 2022.

McLeod echoed the overall consensus that there is likely to be a “summer of love”, with singles excited to go on offline dates after they’ve been vaccinated. He also added that they might be putting dating ahead of other key aspects of their lives, in a general shift towards serious relationships.

The CEO told Yahoo Finance: “People who are our main age demographics, so millennials and Gen Z are just now getting their vaccinations and becoming fully vaccinated. And what they’re telling us is that…they plan to start going on a lot more dates in person.

“Something interesting that we saw is that people are now prioritizing their romantic lives and finding a partner and finding a relationship ahead of their careers, ahead of their family, ahead of their social lives.”

OkCupid’s first blog post from its ‘Dating Data Center’ also suggested that singles are looking for more serious relationships on this side of the pandemic. 84% of users said they want a steady partner this year, and 27% have had their outlook on dating changed by recent events.

The interview concluded with McLeod talking about ‘Standouts’ and ‘Roses’, two features that were introduced towards the end of last year.

He explained that it’s an extra way for the algorithm to show users other members that they’re going to like, but also have a high chance of liking them back. Roses are sometimes three times more effective at creating a match because their price point of $3.99 shows how serious someone is about their intentions.

Watch the full interview here.

Dominic Whitlock

Dominic is the Editor for Global Dating Insights. Originally from Devon, England he achieved a BA in English Language & Linguistics from The University of Reading. He enjoys a variety of sports and has a further passion for film and music.

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