There’s been a growing discontentment with dating apps over the last few years. Despite the industry’s relentless pursuit of profit, the numbers speak for themselves:
- Bumble's market cap has dropped by 90% since its peak in 2021. (NASDAQ:BMBL)
- Match Group (the biggest player in the online dating market with over 60% of the market share) has seen a market cap decrease of approximately 78% from its peak market cap of around $37.44 billion in 2021 (NASDAQ: MTCH)
- Investors are shying away from dating apps: Recent reports show that venture capital investment in the online dating sector has dropped by 15% in the past year
But what’s causing users to turn away? And what alternatives are they looking for, if any at all?
The rise of dating apps
Dating apps really took off in the early 2010s, following the footsteps of older online dating platforms like eHarmony and Match.com. I’m old enough to remember when meeting people online was still a bit of a taboo. Back in college, people started connecting on Facebook, but it was one of those things that no one liked to admit. “How did you meet?” someone would ask. “Oh, just through friends,” they’d say – the classic cover story.
Then, around 2015, everything changed. Tinder hit the scene and seemed to change the narrative with its quick, swipe-friendly approach to online dating. It made things easier, faster, and more casual. Suddenly, meeting people online wasn’t just normal, it was the way people connected. The internet had officially changed how we interact.
People weren’t going to nightclubs or meeting through friends so much anymore. And turns out, proximity is a pretty big catalyst for forming relationships. If our lives consist of going to work, eat, sleep, repeat, the chances of meeting someone organically naturally diminished.
Dating apps helped fill a gap. We were lacking in-person interactions to find romantic relationships, so online platforms allowed us to form connections quickly. They also eliminated a lot of the uncertainty and trepidation of dating: Does this person like me? Are they single? Dating apps made things more comfortable and less intimidating.
Are dating apps in decline?
11.3 million UK adults say they’ve used an online dating site or app but in 2024, but in 2024 about 1.4 million people left online dating. With many say they are fatigued by the apps and starting to see it as a chore
According to Ofcom’s 2024 Online Nation Report, dating app usage saw a notable decline from 2023 to 2024, with a nearly 16% drop in the use of the top 10 most popular apps.
It’s not just the relentlessness of the apps that’s causing people to leave. Catfishing has been around since the internet was a thing, but now users have to worry that the real people they’re talking to are donning AI-enhanced suits.
Dating apps are integrating AI at every turn, incorporating AI wingmen, AI assistants, and more to help users put their best foot forward. But if AI is writing your bio, suggesting conversation topics, enhancing your photos, and optimising your profile, at what point does it stop being your foot at all?
- Beyond AI and catfishing, the big hitters like Tinder and Hinge have let users reported for serious offenses stay active, risking the safety of their users. (source)
- Lawsuits claim dating apps are built to be addictiveize not help us build meaningful relationships. (source)
- Dating apps collect tonnes of personal data, raising major privacy concerns. (source)
It’s no wonder these apps are losing their charm. They’re designed to keep users engaged.
In terms of business models, dating apps are fascinating. On paper, they aim to help you find someone, but the truth is, they profit when you stay on the platform. Your goal is to find a match, but their goal is to keep you swiping.
Compare Tinder to an app like Calm: you pay for meditations and mindfulness activities, and both your goals align – you want to improve your well-being, and they want to sell you a subscription. In contrast, dating apps benefit from your prolonged engagement, not your success in finding someone.
Are dating apps worth it in 2025?
Plenty of happy, loving relationships have been formed through dating apps but like anything, these apps come with their pros and cons:
| Pros | Cons |
| Access to a wider dating pool: You can meet people beyond your immediate social circle, increasing the chances of finding someone compatible. | Superficial first impressions: Dating apps focus on pictures and short bios, which can lead to shallow judgments. |
| You can hone-in on non-negotiatiables: Filter out people who don’t meet your standards – whether it's lifestyle choices, age, or relationship goals. | Overwhelming choice: The vast number of potential matches can lead to decision fatigue and less meaningful connections. |
| Reduces dating uncertainty: With instant matches, you know if someone is interested in you right away. | Time-consuming: Swiping and messaging can eat up more time than you expect, and results are never guaranteed. |
| Convenience: Swiping and chatting from anywhere, at any time. | Lack of authenticity: Between catfishing and AI, it can be hard to tell what’s real and what’s not. |
| Low pressure: Messaging first gives you time to gauge compatibility without the pressure of an immediate in-person encounter. | Risk of ghosting and unrealistic expectations: Ghosting is rampant, and users often expect perfection from matches due to the pressure of profiles being curated. |
| Safety and privacy concerns: Personal data is often collected and sold to third parties, raising privacy issues. | |
| Addictive in nature: The instant gratification of matches and likes can create an unhealthy cycle of validation-seeking. |
The shift toward in-person connections
After what seems to have been their golden era, people are becoming tired of dating apps that see them as commodities instead of real people.
Bumble is strengthening its BFF offering, aiming to diversify beyond dating to generate revenue.
Thursday, originally a dating app that was only active on Thursdays, recognised the IRL trend and has since moved to in-person dating only.
People are ditching the apps in search of more authentic, in-person connections—or withdrawing from the search altogether.
Even Tinder is experimenting with IRL options, inviting its users to join free singles. run clubs,
People are ditching the apps in search of more in-person connections, or withdrawing from the search altogether.
Ready to meet IRL?
At Tirtle, we believe real chemistry happens when you step away from the screen and meet face-to-face. If you're over the endless swiping and shallow chats, it's time to ditch the app grind and connect with others in person – whether it’s for friendships, networking, or even dating. Want to level up your social life? Join the waiting list.