Founded in 2012 and owned by Match Group, which also owns Tinder and Match.com, Hinge has built its brand around the slogan “designed to be deleted”.
Jantos dismisses accusations that this is “just a marketing line”, saying it wants to help users find long-term relationships rather stay on the platform indefinitely.
Tinder is the most visited dating app, but over the past three years usage has been dropping and it’s now only marginally ahead of nearest competitor Hinge. Bumble and Grindr follow Hinge in the most used dating services.
Some 1.5 million adults used Hinge in the year up to May 2025, up from 1.4 million a year earlier.
Over the same period, Tinder’s audience fell from 1.9 million to 1.5 million, according to Ipsos iris data.