- Tinder is reportedly testing a new subscription offering called “Tinder Vault,” aimed at wealthy individuals willing to pay $500 per month.
- The subscription would offer a personalized concierge service, a “premium passport” for accessing influential members, and other exclusive features.
- The company is still in the early stages of testing, leaving the door open to abandon the idea.
- The move appears to be an attempt to tap into the high-end dating market, similar to other apps owned by Match Group.
- The concept of a “Tinder, but for rich people” is not new, but it remains to be seen whether Tinder Vault will be successful or abandoned.
Tinder is reportedly developing a new subscription tier called “Tinder Vault” aimed at the ultra-rich who are willing to pay a whopping $500 a month for access to a range of exclusive features. The subscription would offer a personalized concierge service that acts as a 24/7 pick-up artist advice service, a “premium passport” that gives users access to its “most active and influential members,” and a “special status” and “priority pass” that suggest even more profile boosts than the other Tinder subscription tiers.
According to a report by Fast Company, the company’s Chief Product Officer Mark Van Ryswyk confirmed that the feature is still in its early stages, and the company is leaving itself room to change the name, price, or any other aspect of this potential offering. He also said that the new feature would be an extension of Tinder’s current features, and it seemed to imply that real-life human matchmakers may not make it into the final product.
Tinder Vault is aimed at wealthy people
The Tinder Vault subscription appears to be a move by the company to attract high-net-worth individuals who are looking for love or companionship with other semi-influential people. The feature is still in its testing phase, and the company is keeping its options open in case it decides to abandon the idea altogether.
Tinder is not the first dating app to offer pricey access options. Its parent company, Match Group, owns a number of dating apps, including Hinge and OkCupid, and last year it purchased dating platform The League, which comes with some pretty expensive access options and is described as “high-powered (and empowered) people who are ready for a long-term relationship.”
Despite the layoffs in high-paying industries like tech, The League subscribers have remained steady, suggesting that there is still a market for high-end dating apps. Tinder’s move into this space could be seen as an attempt to tap into that market and broaden its monetization options.
Last year, Match Group reported that its total revenue declined by 2% compared to the same time in 2021, and the company’s CEO Bernard Kim mentioned they expected to launch a “bold new marketing campaign” for Tinder in 2023. Alongside expanded discovery features, their product roadmap mentions “premium subscription features” and “premium discovery preferences” under the category of “broadening monetization.”
The concept of a “Tinder, but for rich people” is not entirely new, but it remains to be seen whether Tinder Vault will take off or be abandoned altogether. For now, the company is keeping its options open and testing the waters to see if there is a market for such a subscription tier.
By the way, you can also learn how to get a free trial for Tinder Gold by visiting our special guide