Bumble Spins Off BFF App to Tap Into Demand for Friendship
Bumble is expanding its focus beyond dating with the launch of a dedicated BFF app in the U.S., a move the company says aligns with a broader cultural push toward building friendships rather than romantic relationships.
The standalone app, available now for American users, is part of what Bumble is calling “The Great Frienaissance.” It comes as traditional dating apps see slowing engagement, with many users describing swiping as more of a chore than an opportunity. Research commissioned by Bumble found that 55% of people aged 18 to 35 are actively seeking new local friends, and one in four are looking for companions to bring along to events.
The BFF platform mirrors some features of Bumble’s dating app, including photo prompts, customizable profiles, and interest-based matching. It also adds a community-driven component through a Groups feature, powered by technology from Geneva, a social app Bumble acquired in 2024. This allows users to join interest-based spaces and discover local events.
“From the beginning, our mission has been to help people build relationships that matter. Seeing how members use BFF to create deep, lasting friendships reminds us that what people really crave is belonging,” said Whitney Wolfe Herd, Bumble’s founder and CEO, in a statement. Bumble has experimented with friendship-focused features since 2016, when it first introduced BFF within its core dating app. In 2023, it launched “Bumble for Friends,” which will now be discontinued in the U.S. but remain available internationally.
The new launch comes during a turbulent period for Bumble. Wolfe Herd stepped down as CEO in early 2024 but returned to the role this March following criticism of controversial ad campaigns, sweeping layoffs, and disappointing user growth. The company has since cut nearly a third of its workforce to save costs and pledged to improve user experience by removing incomplete or “low-quality” profiles. The move to spin off BFF is a pivot toward social discovery and offline connections as platforms adapt to dating fatigue among younger audiences.
