Match Group Invests $100M in Gay Dating App Sniffies
Original: Match Group invests $100M in Sniffies, a cruising app for gay men
Why This Matters
Match Group diversifies portfolio amid dating app fatigue and declining growth
Match Group, owner of Tinder and Hinge, invested $100 million in Sniffies, a hookup app for gay men with 3 million monthly users. The Seattle-based company will operate independently while Match assists with growth.
Match Group announced a $100 million investment in Sniffies, a Grindr competitor focused on hookup services for gay men. The Seattle-based app describes itself as a cruising platform featuring a real-time interactive map of nearby users and popular local spots. Sniffies has approximately 3 million monthly active users and will continue operating independently. Match CEO Spencer Rascoff praised the team's deep user understanding and connection approach. The investment comes as Match Group faces challenges from dating app burnout and declining user growth at flagship apps like Tinder, despite beating Q4 estimates in February.