Match Group announced a $100 million investment in Sniffies, a map‑based cruising platform that serves gay, bisexual, and bi‑curious men. The deal gives Match a significant minority ownership position and a future buy‑out option while allowing Sniffies to remain independently operated and founder‑led.
Sniffies reports about 3 million monthly active users worldwide and sends more than 20 million messages daily, underscoring the platform’s high engagement and potential for monetization.
The investment aligns with Match Group’s strategy to acquire high‑growth niche dating brands, diversifying its portfolio beyond Tinder and Hinge and positioning the company to tap a growing LGBTQ+ market. The deal also signals a shift away from Match’s own queer‑focused app Archer, which will be phased out.
The terms of the buy‑out option are not disclosed, and no financial details of Sniffies were released. The investment is not expected to materially affect Match Group’s current guidance.
"From the first time I met the Sniffies team a year ago, it was clear they had a deep understanding of their users and a strong point of view on how its community actually connects – in a way that's honest and unapologetic. That conviction has only strengthened over time as we've seen how thoughtfully they've built the product. There's also clear and growing demand in this space, and Sniffies feels genuinely different and authentic to its audience. We're excited to support the founders as they continue to build on their vision.","Spencer Rascoff, CEO of Match Group"
"This investment allows us to keep building for our community while staying true to what makes Sniffies unique. With Match Group's support, we can move faster on improving the product and expanding our network.","Blake Gallagher, Founder and CEO of Sniffies"
"The investment — which appears to be the startup's first — 'unlocks our ability to move faster on the things that matter most: stronger trust & safety, better product, and a more dynamic network.'","Blake Gallagher"
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