Bumble is moving beyond swipes as Gen Z pushes dating apps toward real-life connections
The dating app world is changing fast, and Bumble is making it clear that the future may not revolve around endless swiping. As younger users grow frustrated with traditional online dating, Bumble is leaning into a new approach: helping people meet in real life through low-pressure group experiences.
During its second-quarter earnings call, Bumble CEO Whitney Wolfe Herd said the company has seen promising early results from Plans, its newest app designed to bring people together offline. Instead of encouraging users to swipe through profiles one by one, Plans focuses on small group meetups, such as drinks or dinners at local venues, where people can connect more naturally.
The move reflects a wider shift in online dating. For years, dating apps were built around speed, volume, and quick profile judgments. But many Gen Z users appear to be looking for something different. They want social experiences that feel more organic, less awkward, and less transactional than traditional app-based dating.
Wolfe Herd told investors that group settings are becoming an important part of how younger people meet. She said people often prefer to gather in groups first, then see who they naturally share chemistry with after meeting face-to-face. Bumble believes it can serve as a bridge between socializing, friendship, and dating.
This is not Bumble’s first attempt to expand beyond romance. The company previously launched Bumble BFF, a friend-finding app that gained traction, especially among Gen Z women. Plans builds on that idea by focusing on real-world community meetups where friendships and romantic connections can develop without the immediate pressure of a one-on-one date.
The key idea behind Plans is simple: meeting people should feel more natural. Users can join small group activities in their area, get to know others in a relaxed environment, and continue conversations through Bumble afterward. That means they do not have to immediately exchange phone numbers or rely on the swipe-based matching system.
Bumble is also positioning the absence of swiping as a benefit. The company appears to recognize that many younger users are tired of the repetitive cycle of matching, messaging, and waiting. Instead, Bumble wants to create a dating experience that leads to faster, more meaningful interactions.
Wolfe Herd also hinted that Bumble is developing a new interaction model that could eventually replace the swipe altogether. She described the company’s future direction as a shift away from optimizing for swipe speed and volume, and toward more intentional signals that lead to better matches.
She did not reveal exactly what will replace swiping, saying the company is keeping those details private for competitive reasons. However, she said the new model is designed to create more immediate interactions, improve outcomes, and better resemble how people connect in real life.
Artificial intelligence will also play a role in Bumble’s future, though the company says it does not plan to turn the app into a fully AI-driven dating experience. Instead, AI tools are expected to work behind the scenes to improve recommendations, enhance user experience, and help people find better connections.
The strategy comes at an important time for Bumble. While the company beat earnings expectations in the second quarter, it is still working through a broader turnaround. Revenue fell 15.2% year over year to $210.5 million, and investor concerns grew after the company’s third-quarter forecast pointed to a decline in paying users.
Still, Bumble’s focus on real-life dating experiences could help it stand out in a crowded market. As dating app fatigue becomes more common, especially among younger generations, platforms that make meeting people feel less stressful and more authentic may have an advantage.
The message is clear: the swipe era may be fading. Bumble is betting that the next phase of online dating will look a lot more like real life, with group meetups, intentional connections, and fewer empty matches.
