Bumble Shifts Focus to In-Person Events, Aiming to Replace Swiping
Bumble's Plans app promotes group activities over swiping. Founders should note the shift towards real-world interactions for Gen Z engagement.
Bumble is reimagining the future of online dating by prioritizing real-world connections over the swipe-based matching that has dominated the industry for years. The company's new approach centers on group social activities and a more deliberate way of forming connections that aligns with changing user preferences. CEO Whitney Wolfe Herd suggests this shift reflects how younger generations actually want to meet people.
Plans App Leads Bumble's Social Shift
Speaking during Bumble's second-quarter earnings call, CEO Whitney Wolfe Herd highlighted the early performance of Plans, the company's recently launched app that helps people meet through small group activities rather than one-to-one matching. The app is designed to facilitate low-pressure gatherings such as dinners and drinks, allowing participants to build friendships that may later develop into romantic relationships. According to Wolfe Herd, the early tests of Plans have produced encouraging results, prompting Bumble to increase its investment in real-world experiences.
She said the company believes group socializing aligns more closely with how many Gen Z users prefer to meet new people. Unlike traditional dating apps, Plans does not center on swiping. Instead, users join local events and can continue conversations afterward through Bumble's platform without exchanging phone numbers.
Bumble argues this approach removes some of the pressure associated with conventional online dating and encourages more natural interactions.
Moving Beyond the Swipe
Wolfe Herd also revealed that Bumble is developing a new interaction model for its flagship dating app that would eventually move beyond swiping altogether. While she did not disclose specific details, she said the goal is to replace rapid, high-volume swiping with a system that encourages fewer, better, more considered signals between users. The company plans to introduce any changes gradually to avoid disrupting the existing user experience.
The goal is to replace rapid, high-volume swiping with a system that encourages "fewer, better, more considered signals" between users.
Alongside these product changes, Bumble said it will continue incorporating artificial intelligence behind the scenes to improve recommendations and matching, while maintaining that the app itself will not become an AI-driven experience. This balance aims to enhance user connections without replacing human judgment and chemistry. The company appears committed to using technology as a tool rather than the primary driver of dating interactions.
- The dating app industry is evolving away from swipe-based systems toward more intentional, quality-focused matching methods that prioritize meaningful connections over volume
- Group social experiences are becoming an important alternative to traditional one-on-one dating, particularly for younger users who prefer to meet people in low-pressure, social settings
- AI will play a supporting role in improving match quality, but human interaction and judgment will remain central to the dating experience
Key takeaways
- 01Bumble's Plans app facilitates small group activities instead of one-to-one matching.
- 02The company may replace the traditional swipe-based model with a more intentional connection system.
- 03Bumble will use AI to improve recommendations and matching, not as the primary experience driver.
- 04Plans allows continued conversations within Bumble's platform without exchanging phone numbers.
- 05This strategy targets younger generations who prefer meeting people in low-pressure settings.
Reviewed by an operator. Last updated August 7, 2026. High Intent is led by founder and CEO Bill Alena, backed by a team of industry experts with over 100 years of online dating experience between them.
Questions operators ask
Bumble's new app Plans facilitates small group activities and local events, aiming to replace one-to-one matching with in-person social experiences. It allows users to join events and continue conversations through Bumble's platform without exchanging phone numbers, promoting low-pressure interactions.
Sources
- Bumble's second-quarter earnings call · Finance.Yahoo
- the early performance of Plans · Apps.Apple
- prompting Bumble to increase its investment in real-world experiences · Techcrunch
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