Dating apps have recently developed a bad reputation. People and ghosts others, which means they just stop responding to people who have shared frequent communications. Despite living in a big city like New York, there seems to be slim picking. Now we've mentioned a lot of such applications money?

At the inaugural SXSW London, TechCrunch met with CMO and Hinge President Jackie Jantos to talk about how the company is pushing its new generation to the next generation, which has become a no-column dating scene.

"It's a generation of people who have a deep understanding of how digital experiences are created and what they try to stand out from it," Jantos said in an interview with TechCrunch, listing the traits Zers Gen Gen wants, such as transparency and authenticity. This is a diverse generation that spends less time in person than his predecessors.

“If you don’t include builds at the center of everything, you don’t build meaningful products or marketing activations to attract them,” she said.

The landscape of dating apps has evolved over the past few years, seeing companies like Hinge work overtime to attract and maintain user attention.

For example, Tinder has been fighting growth for the past few years and eventually resigned a few weeks ago. Bumble also sees a slowdown in user growth.

Hinge and Tinder are both owned by Match Group. The first quarter 2025 report released by Match Group shows that Hinge is performing better than its sister companies. The report shows that Hinge's direct revenue has increased compared to Tinder, and that the app's downloads are "strong" in the English and Western European markets.

Jantos said Hinge is currently implementing and playing with many new features. For example, it increases the quota for how many chats a person can do at a time so that users are more than just "collect chats".

"If you're not interested in someone, we want to encourage people to end the chat, adding that hopefully this encourages people to focus on a small number of conversations that can successfully turn toward dating. Hinge is testing its coaching feature, which is designed to give users tips on building profiles, she said.

The Q1 2025 report of the competition group said that Hinge also hopes to introduce hot introductions soon to "highlight the common interests to improve the quality of matching."

Jantos was frustrated with the details, but said there was a new introduction that would hopefully encourage users to "spend more time to discover each profile."

"The new AI recommenders we recently released have become very strong," she added. (The first quarter 2025 news report from Match Group said the new features launched in March have already increased 15% of matches and contact communications.) Jantos said Hinge also hopes to improve its security features through AI, and overall, the tools on the app will be "due to continuous improvements in AI."

“But the new tools will guide you along the (date) journey as well,” she said.

Jantos flew to London's first SXSW, and gave a speech on the impact of the lonely epidemic. There are no shortage of stories and reports about how young people connect with the outside world, paste on mobile phones and virtual reality. Jantos told TechCrunch that this is one of the reasons Hinge launched another hour fund in 2023.

The fund attempts to invest $1 million in the organization to build more human relationships between Zers Gen. She heard feedback from young people on the team that there were obstacles these days, including how expensive it became, and found a place to feel safe.

“We want to lower the barriers so people just think of it because we know if they have built that skill and when they use our products, they are more likely to meet and date someone,” she said.

And, as expected, Hinge is throwing an event, populating ads to creators (such as writers) to “meet the audience.” It created a magazine and campaign about hinge success stories, hoping to inspire Zers Gen Gen Gues to find love. Even better, on the hinge app.