Bumble is shutting down its acquired dating apps Fruitz and Official to concentrate on its primary services, Bumble and Badoo. This decision was announced by CEO Lidiane Jones during a fourth-quarter earnings call amid industry-wide financial challenges. The closures go against Bumble's previous commitment to pursue acquisitions for growth. Founder Whitney Wolfe Herd will return to lead the company and emphasized the need to enhance safety and technology while introducing new features to improve user experience, highlighting a shift in the organization's strategy to meet changing user expectations.
We have made the strategic decision to discontinue Fruitz and Official, expecting the closure of these apps to result in an approximately $12 million revenue headwind for the year.
We need to ensure that the core values of Bumble—removing rejection and building confidence—remain integral as we adapt to the evolving landscape of the dating app industry.
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