• by Danielle Oster , 6 hours ago

Dating app megalith Match Group has acquired sapphic dating and community app Her, which describes itself as a “safe space where queer women, nonbinary and trans sapphics come to meet.”

The acquisition follows Match Group appointing Spencer Rascoff as CEO in February. In a LinkedIn post, Rascoff wrote that Her “has never been just an app. It has been a home, a movement, and a mirror for millions of sapphics around the world....

 “We know our role is not to change what makes Her special, but to protect it and help it grow even stronger.”

Her founder Robyn Exton announced the news on a blog section of the company’s website, with a post entitled, “The Next Chapter in Her’s Story.” Exton launched the brand in 2015.

“I spent years trying to convince people of what I already knew to be true: queer women like me were the most underserved audience in dating, and the most eager for real connection,” Exton wrote in the post. “But we weren’t getting the care, attention, or intention we needed or deserved…There was a huge gap to fill, and it was clear someone had to solve it.”

She added, “We’ve had an amazing impact in our 10+ years of growing Her, especially across the US.  But our community is global, and we want to keep investing in an experience that truly serves sapphic needs wherever you are in the world.”

Exton also alluded to the challenges of keeping up with the proliferation of bots and fraud on the platform, and dating apps more broadly.

“To maintain a higher level of protection, we need larger teams focused on fraud prevention, with the necessary expertise it takes to stay ahead. This is where Match Group’s support is crucial. They can help make HER safer, more secure, and more fulfilling for everyone using it.”

Match Group has had its own issues with trust and safety, including revelations in an LAist investigation finding it was slow to weed out predators on its apps.

An abbreviated version of the blog post on the acquisition was largely met with skepticism. Multiple commenters cited a perceived decline in the dating app OKCupid following Match’s acquisition. One user said they were “nervous” about the move, while also predicting it would help block “A.I.” and decrease scammers. Another questioned whether Match’s other products had really provided benefits such as “safety” or tools for connection.

Acknowledging that Her’s audience might be apprehensive about the move, Exton claimed that Her is “still going to be the same app.”

In 2023, Match introduced Archer, its dating and community app for gay men. The company also owns a number of dating and community apps tailored to specific communities, such as Asian American dating and social app Yuzu; and BLK, a dating and community app focused on the Black community.

In an earnings call with investors last November, Match Group noted plans to roll out several product initiatives in the coming quarters designed to appeal to Gen Z and women consumers. 28.5% of Gen Z women identify as LGBTQ+, according to a 2024 Gallup survey.