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04-Dec-2019 19:35

The case was settled out of court, Tinder continued to attract millions of worldwide users, and Wolfe moved home to Texas. I was chopped up and looked at under a microscope,’ says Wolfe, who was 24 at the time.‘It was really quite bizarre.’ Lone star Fast-forward two years and on the morning Courier called, Wolfe is still in Texas, and still in the business of matchmaking, but enjoying media attention of a different kind.While portraying the app as a champion of ‘female empowerment’ (the line trotted out by one too many magazines, and eagerly discussed by team Bumble) seems overly enthusiastic and a touch superficial, it has triumphed in creating a dating app that users appear to be proud to be a part of.Its Instagram account, for example, which has over 280,000 followers (Tinder’s has 74,000), posts funny, light-hearted and witty quotes and memes that pack more punch than the typical social media content aimed at women.Tasked with encouraging their fellow students to download the app and post about it on Instagram, sponsoring club nights and house parties, they keep Bumble buzzing with new users.It’s as good as it gets in building a modern digital marketplace (which is, in effect, what a dating app is): no-one wants to be the first to the party, but Bumble has come up with a powerful way to stoke usage with speed and scale.

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‘And because the girl has to message within 24 hours of matching, it adds excitement.’ Making things exciting seems to be another thing Wolfe specialises in.During her two years at Tinder, the app gained more than 10 million users and a valuation of 0m.‘We sent her all over the country,’ Wolfe’s ex-colleague at Tinder, developer Joe Munoz told Bloomberg. She would go to chapters of her sorority, do her presentation, and have all the girls at the meetings install the app. Tapping into the nationwide network of university sororities and fraternities – societies that live and party together, and dominate the social scene on campus – Tinder made digital dating cool.Stung by her previous company but not stopped, Whitney Wolfe is deploying her trademark marketing tactics to sign up students to her dating app, Bumble.

In 2014, when the buzz around Tinder was at its peak, one of the dating app’s earliest team members left and promptly sued the company

In 2014, when the buzz around Tinder was at its peak, one of the dating app’s earliest team members left and promptly sued the company $1m for sexual harassment.

‘I don’t believe in resumé first, I believe in potential first,’ says Wolfe, who has recently promoted her ex-assistant, and first hire, Caroline Ellis, to chief operating officer.

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In 2014, when the buzz around Tinder was at its peak, one of the dating app’s earliest team members left and promptly sued the company $1m for sexual harassment.‘I don’t believe in resumé first, I believe in potential first,’ says Wolfe, who has recently promoted her ex-assistant, and first hire, Caroline Ellis, to chief operating officer.

m for sexual harassment.

‘I don’t believe in resumé first, I believe in potential first,’ says Wolfe, who has recently promoted her ex-assistant, and first hire, Caroline Ellis, to chief operating officer.



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