The relationship app Hinge finally released its new version, Hinge 2.0, to make it services more about relationships and not about swiping left or right. The company thinks its new version is the solution to the “dating apocalypse” and it is focused on people actually interacting to find their soulmate.
Hinge worked for more than a year to released their “more serious” version of a relationship app that lets you do more than swipe from one side to another. Justin McLeod, Hinge’s CEO, stated that their vision has always been to create an app that helps people to find “the right one.” But after to boom of Tinder, people started using those apps like a game and not for dating.
“They were using it for fun or hookups,” saidMcLeod.
On Tuesday, McLeod released Hinge 2.0 and sent emails week before the launching to his customers to tell them about the upgrade.
The CEO reimagined the app after Vanity Fair published an article severely criticizing apps like Tinder and Hinge for transforming the dating scene into and apocalypse. McLeod took seriously what the article had to say about relationships apps and decided to change Hinge for good.
McLeod rebuilt his engineering team, its image and the way people interact with each other to create the new version dedicated to those that got over the “gaming” phase and that are looking for a serious relationship.
Hinge was launched to the market in 2013 and became Tinder’s competitor almost immediately. Hinge uses people’s existing Facebook connections to find matches, making it less random and more efficient. Although this aspect did not stop people from using the app as Tinder: as a game.
But the new version has a filter against those who are playing with people’s feelings and guarantees a more personal touch that leads to more phone number exchanges.
The new design allows people to engage in conversations with others through comments in photos or the person’s “story.” In the new Hinge, the story is a page where people share information about themselves and can be edited to add more or less information. And that it is not all, Hinge also lets you comment on answers that are asked by Hinge which allows you to start a chat conversation with the person you liked.
Hinge new features will make sure people is using the app to find a mate and not to play with others feelings
The 2.0 version is more similar to social media but the most important thing about it: It will sanction those who match with people and then never respond. These aspects will ensure a fair game within the app and users treating each other like humans. The new Hinge is about committed people and not a game to see who likes you back.
Hinge’s new version, during its beta period, proved to be more efficient than the last one, reaching seven times as many of the app’s connections turned into phone numbers exchanges. Unfortunately, that is not enough to assure that Hinge 2.0 will be a success.
The new version of the app will have a three-month free trial, and then users will have to pay $7 a month. Hinge’s CEO said that the price is significantly less expensive than Match.com and eHarmony, which charge $42 and $60 respectively. But because Hinge is targeting a younger market, their price is more accessible.
Charging its client has a purpose: to get rid of those who download this kind of apps to play. McLeod is sure that Hinge 2.0 services, which offer more potential partners to build a relationship, will make people pay for their services.
There is some concern regarding Hinge’s ability to make people pay for the app when Tinder and other competitors services are for free, but McLeod is sure Hinge new quality service will convince them to pay.
Source: Business Insider