The company launched a website as part of its campaign called The Dating Apocalypse, wherein Hinge cites its own data (from studies of its users) that shows swipes don’t lead to actual relationships. McLeod and his team are firm believers that the swipe does not a true relationship make. “Over time, the category exploded and what we found is that people were, especially because of the way the UI was designed as this sort of swiping game, that people weren’t just using it for dating. “Our original vision was always to create something that people could build a relationship from,” said CEO and founder Justin McLeod.
Hinge is calling this user profile a ‘story’ (super original!) because users can build out their story with more and more content over time (much like Her, the queer dating app for women). In the new Hinge, users will build out their profile with pics, answers to questions, and general information.
Hinge has been working on the new version of the app for almost a year, and sent out an email to users a couple of weeks ago notifying them of the transition to a new, paid app.
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