The End of fruitz: Bumble‘s Strategic Shift in Dating Apps
In a significant move for the dating app landscape, Bumble Inc. has announced the impending closure of Fruitz, a platform tailored for Generation Z. Launched in France in 2017, Fruitz is set to cease operations before summer 2025, as confirmed by the company on Tuesday.
This decision aligns with Bumble’s “strategic priorities,” as stated in a recent declaration. The formal declaration regarding Fruitz’s closure is expected in the first half of 2025.
Fruitz distinguished itself from other dating applications by allowing users to express their relationship intentions through fruit symbols. For instance, a user selecting a cherry indicated a desire for a serious relationship, while those opting for a peach were more inclined towards casual encounters. Other fruits like grapes and watermelon also represented various dating preferences.
Bumble’s Focus on Core Applications
The app was also recognized for its innovative “icebreaker” questions, designed to ease the initiation of conversations between users. Recently, Fruitz introduced a feature called “freez,” allowing users to share temporary snapshots of their daily lives or a brief phrase reflecting their current mood.
With the discontinuation of fruitz, Bumble is expected to concentrate its efforts on its flagship app and Badoo, another platform focused on romantic connections.
Originally founded in 2017, Fruitz was acquired by Bumble in 2022 for over $75 million. This acquisition aimed to consolidate various dating applications under one umbrella, enhancing user experiences across platforms.
In conjunction with Fruitz’s closure, bumble has also announced the elimination of the “official” question feature, which was designed to “strengthen their communication, improve their intimacy and encourage their pleasure.” According to the app’s description, “official helps couples to listen to each other, to have fun with the challenges of the bed and to be better partners.” This feature is also slated for removal in the first half of 2025.
Bumble Shuts Down Fruitz: dating App Expert Analyzes the Strategic Shift
In a surprising turn for Gen Z dating app users, Bumble Inc. is discontinuing Fruitz, the fruit-themed dating app acquired in 2022. To understand the implications of this move, Time.news spoke with Amelia Stone,a leading dating app industry analyst.
Time.news: Amelia, thanks for joining us. Bumble’s decision to shut down Fruitz has raised eyebrows. What’s your initial reaction?
Amelia Stone: Thanks for having me. It’s definitely a significant move. Fruitz, with its unique fruit-based system for indicating relationship intentions—cherries for serious relationships, peaches for casual encounters and others— carved out a niche, particularly among younger users.The announced closure, expected before summer 2025, signals a strategic refocusing by bumble [[article]].
Time.news: So, why sunset a seemingly successful dating app like Fruitz?
Amelia Stone: While Fruitz had its appeal, Bumble’s overall strategy appears to be consolidating resources around its core brands: Bumble and Badoo [[3]]. It’s not uncommon for companies to streamline their portfolio. Maintaining multiple apps can be expensive in terms of development, marketing, and infrastructure. Reports indicate that Bumble’s revenue has seen slight decreases, so this could be a move to improve profitability [[2]]. Focusing on their flagship apps allows them to invest more heavily in innovation and user acquisition for those platforms.
Time.news: The article mentions Fruitz’s innovative features,like “icebreaker” questions and the recent “freez” feature. Are these ideas lost forever?
Amelia Stone: Not necessarily. Smart companies often integrate successful features from acquired apps into their main platforms. It’s possible we’ll see elements of Fruitz’s icebreakers or “freez” making their way into Bumble or badoo in the future. That would allow Bumble users to express themselves or connect in new ways.
Time.news: What does this meen for users of Fruitz? Any advice for them?
Amelia Stone: for Fruitz users, it’s time to start exploring alternatives. Bumble itself, of course, is an obvious choice.But there are many other dating apps out there. I would recommend trying a few to find one that aligns with their needs and preferences. They shoudl also consider what made them choose Fruitz originally – was it the focus on Gen Z, the fruit symbols, or something else – and see if other dating platforms offer the same.
Time.news: Bumble is also discontinuing the “Official” feature, designed for couples, correct?
Amelia Stone: Yes, alongside the end of Fruitz, Bumble is also getting rid of the ‘Official’ feature [[1]]. This decision, along with the Fruitz closure, is expected in the first half of 2025, indicating a broader strategic shift. This further reinforces the move back to the core dating experience.This feature was aimed at dialog and intimacy within relationships; its discontinuation suggests a singular focus dating app.
Time.news: What’s the bigger picture here? What does this tell us about the dating app industry?
Amelia Stone: The dating app market is constantly evolving. This move highlights the importance of adaptability and a clear strategic focus. It’s about quality of core products over branching to many different features and multiple applications. Bumble’s decision may signal a broader trend of consolidation and a renewed emphasis on core dating app functionalities. It’s a reminder that even successful apps need to continuously innovate and refine their approach to stay competitive. Those dating apps that connect best, and offer a fun but safe way to connect will most likely come out on top.
Time.news: Amelia, thanks for your insights.
Amelia Stone: My pleasure.