Match Group backs Sniffies with $100M investment in LGBTQ+ social app

Match Group, the parent company behind platforms like Match, Tinder, OkCupid, and Hinge, has announced a $100 million investment in another platform aimed at connecting users — a service positioned as a competitor to Grindr called Sniffies.

Sniffies’ platform presents itself as a location-based social and matchmaking service focused on facilitating real-time connections. The app features an interactive map that highlights nearby users and popular local meeting spots, allowing individuals to discover and engage with others in their vicinity.

According to Spencer Rascoff, chief executive officer of Match Group, the company recognised early on that the Sniffies team has a strong understanding of its audience and a clear perspective on how its community interacts and builds connections.

Based in Seattle, Sniffies is estimated to have around 3 million monthly active users. Despite the investment, the platform will continue operating independently, while Match Group will support its long-term development strategy and expansion efforts.

The move comes at a time when Match Group has been facing challenges across its broader portfolio. Shifts in user behaviour, including growing fatigue with traditional dating apps, have led many people to seek partners through more organic, offline interactions.

Earlier this year, Match Group reported Q4 results that exceeded expectations but also acknowledged a decline in user growth across key platforms, including Tinder, reflecting ongoing shifts in how people approach digital dating services.