Bumble, a dating app founded in 2014 by Ms. Whitney Wolfe was created with the intent of placing the power back in women’s hands. Much like the other dating apps on the market, it requires uploading personal photos and swiping left or right. But on Bumble the women have the choice of initiating the conversation in the first 24 hours of mutually connecting, instead of awaiting the prospects to reach out. This breaks the stereotypical expectation of how people connect and interact in the dating world. “The current landscape of dating, all the expectation is on the man to make the first move and that’s broken.”(Wolfe, 2015) (Link to the video clip). Bumble even has a friend finding platform called BumbleBFF, designed for women to platonically meet new friends within the same application.
Now why did Whitney Wolfe turn down such a hefty deal totaling in $450M from MatchGroup who owns Tinder, Match.com and OKCupid?
Sources suggest that the offer simply undervalues the uniqueness of this company and the women-first direction it operates in. Other speculations point towards the fact that she doesn’t want a company she once sued to acquire her business. In 2014, Wolfe left Tinder, which she co-founded in 2012 because of alleged “sexual harassment” and “sex discrimination.” That same year she sued Tinder, Match.com and their parent company InterActive Corp (IAC) for those very claims.
The launch of Bumble was much more than just a success of a business venture, but also a statement against the systemic patriarchal cycle in the world of business. Women like Wolfe are inspiration for women suffering in silence in their workplace everyday, who are subject to all kind of work harassment and discrimination. Turning down this deal represents a stake in the worth of her business and the worth of her personal brand. We all know the power in money, so what a power move!