Sniffies Investment

Match Group has invested $100 million in the dating platform Sniffies, acquiring a significant minority ownership stake. The deal includes an option for Match to acquire the remaining equity in the future, mirroring the company’s earlier approach with Hinge (initial investment in 2017, full acquisition in 2018). Sniffies, which competes with Grindr, is tailored for gay men and offers a real‑time, map‑based experience that allows users to see nearby others and popular cruising spots. The platform has grown rapidly to an estimated 3 million monthly active users worldwide and has sent over 20 million messages daily. Under the investment terms, Sniffies will continue to operate independently and remain founder‑led, while receiving assistance from Match on its growth strategy. This investment reflects Match Group’s effort to revamp core features across its lineup, focus on user experience, and expand its portfolio into underserved markets, particularly the LGBTQ+ segment.