The dating app scene has recently taken a hit, with users experiencing ghosting, scarcity of potential matches, and paid services. Despite the large population of cities like New York, singles are finding it challenging to connect with others. Moreover, many of these apps now charge a fee.

At the first-ever SXSW London, TechCrunch spoke with Jackie Jantos, Hinge’s CMO and president, to discuss the company’s strategy for attracting a new generation of users in a stagnant dating landscape.

According to Jantos, the current generation has a deep understanding of digital experiences and seeks transparency and authenticity from brands. Gen Zers value diversity and spend less time interacting in person compared to previous generations.

Jantos emphasized the importance of inclusion in building a meaningful product or marketing campaign, stating, “If you’re not building with inclusion at the center of everything, you’re just not going to build a meaningful product or marketing activation to engage them.”

The dating app market has undergone significant changes in recent years, with companies like Hinge working to capture and retain user attention.

For instance, Tinder has struggled with growth, leading to the departure of its CEO. Bumble is also experiencing a slowdown in user growth. Both Hinge and Tinder are owned by Match Group.

Match Group’s Q1 2025 report revealed that Hinge is performing relatively better than Tinder, with an increase in direct revenue and strong downloads across English-speaking and Western European markets.

Jantos mentioned that Hinge is introducing new features, such as a chat quota, to discourage users from collecting chats and encourage them to focus on meaningful conversations.

The company is also testing a coaching feature to provide users with profile-building tips. Additionally, Hinge plans to launch Warm Introductions, which will highlight shared interests to improve match quality.

Jantos was tight-lipped about the details but hinted at a new introduction that would encourage users to spend more time exploring each profile.

Hinge’s new AI-powered recommender has already driven a 15% increase in matches and contact exchanges. The company is also working to enhance its safety features using AI, which will continuously improve the overall user experience.

Jantos stated, “But also new tools will come along the way to coach you along the [dating] journey.”

Jantos attended SXSW London to discuss the loneliness epidemic affecting Gen Zers, who are increasingly connected to their phones and virtual realities. To address this issue, Hinge launched its One More Hour fund in 2023, aiming to invest $1 million in organizations that foster in-person connections among young people.

The fund seeks to lower the barriers to socializing, such as expensive activities and safety concerns. By doing so, Hinge hopes to encourage users to develop the skills and confidence to meet people in person, ultimately leading to more successful dates.

To reach its target audience, Hinge is hosting events, partnering with creators, and producing content, such as a zine and campaign featuring success stories, to inspire Gen Zers to find love on the app.