Tinder, the popular dating app, is considering an ultra-premium subscription offering designed specifically for affluent users or those pretending to be wealthy. Tentatively named “Tinder Vault,” this exclusive service aims to connect semi-influential individuals with one another, setting them apart from the general user base. However, the company remains open to the possibility of scrapping the idea, which would leave affluent individuals mingling with the masses.
A New Tier of Exclusivity
A recent Fast Company report quotes Tinder Chief Product Officer Mark Van Ryswyk confirming that the company is testing a $500-a-month subscription called “Tinder Vault.” This subscription would make users visible only to those who also opt for the high-priced plan. As the feature is still in its early stages, Tinder may change its name, price, or other aspects of the potential offering.
Rumors of a more expensive subscription than Tinder’s $30-a-month Platinum plan have circulated for some time. In February, Reddit user SmithMano posted screenshots of a Tinder promotion for “Tinder VAULT.” Users willing to pay $500 a month or $5,000 a year would receive a “special status” and a “priority pass,” suggesting even more profile boosts than other Tinder subscription tiers. Proposed services include a “personalized concierge service” providing round-the-clock advice and a “premium passport” granting access to the app’s “most active and influential members.”
While the final version of Vault may not include human matchmakers, Van Ryswyk told Fast Company that the new feature would expand upon Tinder’s current offerings.
Tinder’s Evolution: Premium Services and Changing Image
Tinder’s parent company, Match Group, owns dating apps like Hinge and OkCupid. Last year, they acquired The League, a dating platform for “high-powered” people seeking long-term relationships. Despite tech industry layoffs, The League’s subscriber numbers remain stable, indicating sustained interest in premium services.
Since former CEO Renate Nyborg left, Tinder has been transforming, resembling Hinge in its efforts to discard its hook-up app image. In 2022, Match Group reported a 2% revenue decline compared to 2021. However, CEO Bernard Kim plans a bold marketing campaign for Tinder in 2023, focusing on premium subscription features and discovery preferences to broaden monetization.
