Match Group invests $100 million in Grindr rival Sniffies with buyout option

Match

27/04/2026 22:11

April 27 (Reuters) - Match Group MTCH.O is investing $100 million in Sniffies, a dating platform targeted at non-heterosexual men, in a deal giving the Tinder parent a significant minority position and the option of buying out the remaining equity in the future.

Match has been attempting a turnaround in recent times, reworking core features across its lineup to reduce negative experiences and focus on user experience as younger users grow more selective with dating apps.

Sniffies has grown to an estimated 3 million monthly active users globally, according to Match's statement.

Match has applied this investment strategy earlier too, including with Hinge, where it first invested in 2017 before acquiring the business in late 2018.

Dating apps are facing intensifying competition, with many now betting that AI-powered features can help them adapt to shifting user preferences and improve matchmaking.

LGBTQ+ dating app Grindr last year ended talks on a $3.46 billion take-private deal by its two largest shareholders, due to uncertainty over financing.

(Reporting by Zaheer Kachwala in Bengaluru; Editing by Jonathan Ananda)

((Zaheer.Kachwala@thomsonreuters.com;))