Hinge CEO Launches Overtone, an AI Dating App
▼ Summary
– Hinge CEO Justin McLeod is stepping down to launch a new AI and voice-focused dating service called Overtone, which is backed by Match Group.
– Match Group, which owns Hinge and Tinder, is investing in Overtone and plans to take a substantial ownership stake in the new venture.
– The broader dating app market is experimenting with AI features to combat user fatigue and declining subscriber numbers, as seen with Tinder and Hinge’s recent launches.
– Hinge’s new CEO, Jackie Jantos, will continue the company’s focus on AI-driven features, which have already increased matches, while addressing Gen Z’s demand for authenticity.
– Other dating app founders, like Bumble’s Whitney Wolfe Herd, are also pursuing standalone AI projects, including controversial concepts like AI stand-ins for dating.
The launch of a new AI dating app called Overtone marks a significant shift in the online dating landscape, spearheaded by a familiar name. Hinge CEO Justin McLeod is stepping down to lead this new venture, which has secured backing and a substantial ownership stake from Match Group, the parent company of major platforms like Hinge, Tinder, and OkCupid. Developed over the past year as an incubated project within Hinge, Overtone aims to use artificial intelligence and voice tools to foster more thoughtful and personal connections between people.
McLeod joins a growing trend of dating app founders exploring standalone AI products. Whitney Wolfe Herd, the founder of Bumble, has also expressed ambitions to create an emotionally intelligent AI matchmaker, even suggesting the controversial concept of AI agents dating on behalf of users. The core challenge for Overtone will be distinguishing itself in a crowded market where AI integration is becoming commonplace, largely in response to user fatigue, particularly among younger demographics.
The online dating industry faces notable headwinds, with platforms struggling to maintain engagement. Tinder, for instance, has reported nine consecutive quarters of declining paying subscribers, prompting a push into AI features designed to improve match rates. Hinge itself just introduced an AI “Convo Starters” tool to move conversations beyond small talk, while other services experiment with AI-powered matching to combat pervasive swipe fatigue. These developments raise questions about how much control users are willing to cede to algorithms and what constitutes authentic interaction.
Match Group’s broader strategy continues to emphasize AI. Match CEO Spencer Rascoff recently highlighted a major upcoming feature for Tinder called “Chemistry,” which would, with user permission, analyze photos from a device’s camera roll to learn more about a person. This approach underscores the industry’s drive for deeper data, though it also prompts serious privacy considerations.
Justin McLeod founded Hinge in 2011 with a mission to be more relationship-oriented than its competitors. The app, acquired by Match in 2019, is projected to reach $1 billion in revenue by 2027. Leadership will now transition to Jackie Jantos, Hinge’s president and chief marketing officer, who will assume the CEO role. McLeod will stay on in an advisory capacity through March.
Addressing the needs of Gen Z users, who are increasingly skeptical of online dating, is a priority for the new leadership. Jantos has noted that this generation demands transparency and authenticity from digital brands, values that might seem at odds with AI integration. However, early data suggests these tools can be effective; Hinge’s own AI recommendation feature launched in March led to a 15% increase in matches and contact exchanges in its first quarter.
Jantos has indicated that Hinge will continue to invest in technology-driven features under her guidance, focusing on what she calls “intentional innovation.” The success of Overtone and the evolution of existing apps will depend on balancing technological advancement with the human desire for genuine connection, a tightrope the entire industry must now walk.
(Source: TechCrunch)
