Whitney Wolfe Herd, founder of Bumble and co-founder of Tinder, is expanding the “dating app” paradigm into platonic and business relationships with Bumble BFF and Bumble Bizz, respectively. Wolfe Herd told Vogue, “We set out to change the way people date. Now, we really wanted to pull that through the rest of your life.”Bumble’s unique approach to heterosexual dating follows a similar pattern to Tinder; men and women swipe left or right on profiles to dictate interest in the other party and if two people swipe right on each other, they are connected and can begin a conversation with one another. Unlike Tinder, Whitney Wolfe Herd’s Bumble only allows women to send the first message which, the company says, drastically reduces the amount of harassment reported by female users when compared to other dating apps.
According to Bumble’s website, Bumble BFF came about as an answer to requests from users to keep their Bumble profile active after finding a relationship because they had found friendships on the dating app. Unlike the dating side of Bumble, users are only matched with other users of the same gender so there is no need for communication restrictions. After the fallout with Tinder co-founder and former boyfriend Justin Mateen, Whitney Wolfe Herd sued Tinder for sexual harassment. Empowering women at work has been an important cause to Wolfe Herd whom has stated in an interview with Vogue, “As we all know, sexism in the workplace is a serious issue.
It’s something that needs active disruption and change.” Wolfe Herd settled out of court for an undisclosed amount after alleging Mateen’s repeated humiliation of her at work and attempts to refuse co-founder status to her.Bumble Bizz, like Bumble, was created to disrupt some of the behavior that has become prevalent on platforms such as LinkedIn, where women are solicited every day, by restricting first contact attempts to women. “I do not necessarily see this as a direct competitor to LinkedIn, “Whitney Wolfe Herd told Vogue, “We think it’s a great product, but we’re doing something different.”