Jackie Jantos, Hinge CEO: Gen Z struggle to connect

Summary

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Podcast Summary: The Interview – Jackie Jantos, Hinge CEO: Gen Z Struggle to Connect

Podcast: The Interview (BBC World Service)
Host: Sean Farrington
Guest: Jackie Jantos, CEO of Hinge
Date: July 2, 2026

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Episode Overview

This episode centers on how Gen Z is navigating connection and dating in an increasingly digital and isolated world. Sean Farrington sits down with Jackie Jantos, CEO of Hinge, to discuss the unique challenges that today’s young adults face in building relationships, how Hinge is adapting to cultural and technological shifts, and the company’s approach to product innovation, user safety, and fostering offline connections.

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Key Discussion Points & Insights

1. Gen Z and the Decline of In-Person Socializing

• Jackie Jantos highlights a substantial decrease in the amount of time Gen Z spends in person with others:

  "Gen Z are spending 1,000 less hours in person with each other per year than their same age group two decades ago." (04:05)

• This decline is correlated with rising loneliness and isolation, with nearly half of Gen Z in the UK reporting they feel lonely "often or always." (04:30)
• These dynamics challenge both the social skills needed for relationship-building and the confidence to seek new connections.

2. Hinge’s Focus on Intentional Relationships

• Jantos explains that Hinge is intentionally designed to encourage users to move beyond the app and into real-world meetings:

  "We call that sacred. The reality is we have more than 15 million users. And to be an effective dating app, you need to have a lot of people on it." (02:42)

• Hinge's onboarding process is intentionally stringent, resulting in a 20% drop-off:

  "We're fine with losing people in that experience because it's intended to be a community of people looking for an intentional relationship." (07:28)

• Prompts and profile questions are meant to spark richer conversations and better matches.

3. Product Evolution: Meeting Gen Z’s Diverse Needs

• Ongoing innovation in response to generational and cultural shifts (e.g., increasing LGBTQI+ representation), with features like "signals" that highlight genuine effort on the app:

  "Signals ... helps you understand which daters on the app are putting in highly intentional, thoughtful, effortful behaviors." (05:39)

• Jantos notes the rising emphasis users place on emotional labor and the desire for reciprocated effort.

4. Leveraging AI Ethically in Dating

• Hinge uses AI for three main purposes:
  1. Profile Engagement: Tools like "prompt feedback" use AI to help users add detail and authenticity, but the content remains in the user's voice:

     "A high-quality prompt is one that has quite a bit of detail and is long ... AI giving you tips on how encouraging you to tell more about yourself." (08:41, 10:04)

  2. Trust & Safety: AI detects potentially harmful language and provides real-time interventions:

     "'Are you sure?' ... will pop up and say, are you sure you want to send this message?" (11:00) "On the flip side, AI helps us ... if something could be harmful, could pop up to the recipient and say, did this bother you?" (11:28)

  3. Recommendations: AI is also used behind-the-scenes for matching and personalizing the experience.
• Transparency: Hinge doesn’t flag when users receive AI coaching for prompts because the answers remain personal.

5. Balancing Commercial Realities with Mission

• Hinge maintains that under 15% of users pay for the service, with the free experience considered "sacred" to ensure broad accessibility. (02:42, 18:44)
• The “designed to be deleted” mantra reflects their philosophical commitment to getting users into real-life relationships:

  "It's about how you bring people on this journey ... and then we're going to ask you how that went." (18:44)

• Despite monetized features, the focus remains on fostering authentic connections and ensuring a healthy community size for effective matching.

6. Addressing Affordability and the Loss of Third Spaces

• Economic pressures and the decline of urban “third spaces” (like churches and community centers) limit opportunities for organic connection:

  "...there is a real decline in what is known as third spaces in many urban centers...far fewer of those spaces where people can go to and enjoy time for free." (21:08)

• Hinge introduced features like “date ideas,” enabling users to propose affordable, accessible first dates (e.g., coffee, walks in the park), with a rise in daytime and budget-friendly meetups. (21:55)
• Social impact programs also fund hobby and social clubs for in-person connections, reinforcing the company’s broader mission (19:53).

7. Future of Dating Apps and Human Connection

• Jantos is skeptical that societal reliance on dating apps will decline, citing persistent feelings of loneliness and the unchanged human need for connection:

  "As apps get better at helping people … people's needs are not changing. The feelings of isolation and loneliness ... that's not changing." (24:41)

• Hinge seeks to support these needs empathetically, positioning their team as "deep empaths" committed to understanding and supporting Gen Z in their search for love. (25:06)

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Notable Quotes & Memorable Moments

• On Digital Isolation:

  “This sort of prevents people from having the experience of being around others. And that is quite, you know, a lonely experience.”
  — Jackie Jantos (04:05)

• On Product Philosophy:

  “Designed to be deleted ... it’s about how you bring people on this journey to move from a match, to a rich conversation, ... to a date in person.”
  — Jackie Jantos (18:44)

• On AI and Authenticity:

  “This is not AI writing or performing as you. This is AI giving you tips on how ... you can tell more about yourself.”
  — Jackie Jantos (10:04)

• On New Generational Needs:

  “This demographic...is increasingly LGBTQI plus representative year over year, decade over decade.”
  — Jackie Jantos (05:39)

• On Economic Challenges:

  “It is very unaffordable for a Gen Z audience to leave the house and spend money out in other places.”
  — Jackie Jantos (21:08)

• On Hinge’s Role:

  “We are a small group, but we’re a mighty group and we’re paying really close attention to what young folks need ... and that brings real joy to us.”
  — Jackie Jantos (25:06)

• On Meeting Offline:

  "Meeting in person, spending time in person, relationships and love and deep connection in person. This is the essence of life and that will never change."
  — Jackie Jantos (16:19)

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Important Segment Timestamps

• [02:42] – Jantos on Hinge’s user experience and the necessity of free access
• [04:05] – Decline in Gen Z in-person interaction and rising isolation
• [05:39] – Features reflecting Gen Z and LGBTQ+ needs
• [07:28] – AI-assisted profile creation and user curation philosophy
• [10:33] – AI’s role in supporting (not replacing) user voice
• [11:00] – “Are you sure?”: AI as a safety net for message moderation
• [16:19] – Emphasis on the irreplaceable value of meeting face-to-face
• [18:44] – “Designed to be deleted” philosophy and impact metrics
• [21:08] – Economic hurdles, the loss of third spaces, and Hinge’s countermeasures
• [21:55] – "Date ideas" feature supporting affordable offline dating
• [24:41] – Jantos on the likely persistence of dating apps
• [25:06] – Hinge’s empathetic organizational mission

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Flow and Tone

Jackie Jantos discusses in candid, optimistic, and empathetic terms, foregrounding both personal and collective responsibility for navigating the tensions between technology and connection. The conversation combines personal anecdotes, organizational values, and insightful analysis of both societal forces and product design, making the episode accessible and relevant for listeners across generations.

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For further insights, listen to the full conversation on BBC World Service’s “The Interview.”

Transcript

[Sean Farrington]

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[Sean Farrington]

Hello, I'm BBC presenter Sean Farrington and this is the interview from the BBC World Service. The best conversations coming out of the BBC People shaping our world from all over the world.

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[Sean Farrington]

For this interview, I met Jackie Jantos on her visit to London. She's chief executive of of the mobile dating app Hinge. Launched back in 2013, the US based hinge had steadily grown to become one of the world's biggest mobile dating apps. As of 2025, there were 30 million users on the platform looking for romance all over the world, up from half a million just 10 years before. Hinge bills itself as the app to be deleted. It says its focus is on creating real interactions, for example, encouraging users to like photos or prompts rather than quickly swiping left or right in a crowded industry. Billions of dollars. The app, which is owned by the American dating giant Match Group, which by the way also owns Tinder, has had a difficult balancing act to maintain. It has to innovate to attract new users and make a profit, while also aiming for users to find romance and therefore not having to use the app. At the end of the day, we

[Jackie Jantos]

focus very much on the free experience. We call that sacred, you know, the Reality is we have more than 15 million users, and to be an effective dating app, you need to have a lot of people on it. One of the insights we hear all the time from people who met their partner online, this applies to my personal story, is I would have never met this person if I didn't have this piece of technology. And wow, I ended up with someone that I couldn't have even imagined would be the right person for me.

[Sean Farrington]

Welcome to the interview from the BBC World Service with Jackie Jantosh.

[Jackie Jantos]

We are building hinge for a Gen Z audience. This audience is experiencing so much transformation right now. They're also living in a world where unemployment for them is at its high. Their lives are being transformed through AI and new technologies. And, you know, this is a group that has been spending less and less time in person with others and that's fundamentally changing how they interact with other people and their comfort level of showing up in search of a relationship, which we know is also something that they deeply desire. So there is a lot going on and sort of a lot to talk about.

[Sean Farrington]

Which one of those things do you think is having the biggest impact on how hinge works, how the dating app scene works? Right now?

[Jackie Jantos]

I would say, you know, we know that Gen z are spending 1,000 less hours in person with each other per year than their same age group two decades ago. So if you just break that down to the simplicity of two plus hours per day spent not in the company of another human, but most likely sort of going deep in some sort of experience, engaged in your phone, this sort of prevents people from having the experience of being around others. And that is quite, you know, a lonely experience. And so we are seeing that this generation disproportionately is feeling lonely and isolated. And in the uk, as one example, we know that almost half of Gen Z individuals in the UK are feeling lonely often or always. That is the audience who also want relationships, who are coming into Hinds looking for them. They do. We do know that they are also seeking love. But, you know, they experience the pandemic during those years of late teens, early 20s, those years when you're sort of experimenting with how you show up in person with another person, how you flirt, how you think about intimacy, you know, so they absolutely want love. They're struggling to find ways to find it and struggling to have the confidence to put themselves out there.

[Sean Farrington]

So it's your focus. Does that mean our older generations moving away from dating app?

[Jackie Jantos]

No, it doesn't. It is a deeply human sort of like culturally led thing. And so, for example, if you look at Gen Z as a demographic, this demographic in many markets is increasingly LGBTQI plus representative year over year, decade over decade. So when we look at actually the umbrella of LGBTQ individuals, the fastest growth is coming with the Bisex young women. These aren't necessarily women who have had a sexual experience, but this is how they're identifying. So for us, if you're building an app, again, going back to focusing on user outcomes and going back to building product features that are delivering against the needs of next generation audiences, those are the type of macro cultural insights that you need to pay attention to. And this is what keeps our product innovating. We have a number of new features on their way, like signals. You know, this is a feature that helps you understand which daters on the app are putting in what we believe to be highly intentional, thoughtful, effortful behaviors. And so you can sort of get a sense for a person who you might be interacting with on the app. Are they putting in the work? You know, one of the things we hear from women in Gen Z and sort of across cohorts is that there's this feeling that there's this disproportionate emotional labor put into the dating app experience and many experiences in life, if I'm honest. And so what they're looking for are signals that other people are putting in an equal amount of effort.

[Sean Farrington]

How do you know that what looks like, what might look like a lot of extra effort isn't artificial intelligence being used to do all of that?

[Jackie Jantos]

We have a number of embedded tools and features that users use to express themselves through their profiles. So profiles on Hinge, you know, we, we lose about 20% of folks who come onto the app through the onboarding experience, because the onboarding experience asks quite a lot from you, especially in this category. And we're fine with losing people in that experience because it's intended to be a community of people looking for an intentional relationship. So prompts, as an example, which Hinge invented, is a sort of an icebreaker question that we ask a number to be filled out. So an example of an AI tool on Hinge is prompt Feedback. This is a tool that you can use should you want to. It will review your prompt prompt and it will help you understand the quality of your prompt and, you know, spoiler alert. A high quality prompt is one that has quite a bit of detail and is long because ultimately on Hinge, you're building out a rich profile where we're looking for engagement from another person right off the bat of profile reviews. So it's modular. No, because actually, for example, if I'm filling out a prompt and it says, I love watching movies, that's not a particularly strong prompt because it gives no context, really, to another person looking at my profile. That is how you would respond. Weigh in.

[Sean Farrington]

So the prompt would say.

[Jackie Jantos]

The prompt would say. It would say, tell me more. What kind of movies do you like? And I would say, oh, my favorite movie is Amelie. What do you love about Amelie? I love that it's this gorgeous love story between these two people. And I love watching movies on, you know, every Saturday I go and see a matinee. Now, when that is in the profile, now the prompt feedback will tell me that's a great prompt. And it's a great prompt because it's specific. It's in my words. And what prompt feedback, as an AI tool has done has helped extract from me a little bit more detail. So when someone sees my profile, they might say, oh, I also love French films like, have you seen this one? Or this one? You know, it's a way in that gives more context. That's how we use AI.

[Sean Farrington]

So you let the person who's on the other side of the conversation know if the person they're chatting to is using AI tools or not.

[Jackie Jantos]

It doesn't quite work that way because a prompt extracted. Borrowing a tool like getting feedback on your prompt. So you explain more because you're saying

[Sean Farrington]

you opt into using it if you want to use it. I just wonder whether the. The person on the other end should be made aware that the person they're talking to is getting a bit of help with this.

[Jackie Jantos]

No, because the person is using their own words to describe who they are. Right. This is coming out of my voice. This is about me. This is what I like to do. And now I'm going to let you know that I also like to do it on the weekends. And like, these are not. This is not AI writing or performing as you. This is AI giving you tips on how encouraging you to tell more about yourself.

[Sean Farrington]

I mean, it's just fascinating the amount of the aspects artificial intelligence will be having on the world of online communications, which, like dating, is a center of that.

[Jackie Jantos]

I talked a little bit earlier about the use of AI and the recommender and some of these tools that help you tell more about yourself. The third way we use AI is really our trust and safety tooling, and AI is explain that a little bit

[Sean Farrington]

more unlock how you do that.

[Jackie Jantos]

Well, one example is, you know, large language models when you think about if you're sending someone a message, and our tooling identifies that you may be using a word that could be harmful or could be offensive to someone. You may not even know a lot of people who send messages. It's a cultural context. It might not even be intended to be that way. We have a tool called, you know, are you sure? And that will pop up and say, are you sure you want to send this message? And a number of people look at that message, look at the message they just wrote, and think, oh, okay, maybe it's this word. Maybe I should rephrase that and then change and send their message. On the flip side, AI helps us understand messages that someone's receiving. And if something could be harmful, could pop up to the recipient and say, did this bother you? And then you could give that feedback to us. So the feedback we receive in an instance like that, grounded by AI is helping us better understand how we can do more interventions in that way to make sure that people are respectful towards each other in moments where actually they might not be trying to be disrespectful by design. It might just be sort of a cultural nuance.

[Sean Farrington]

But what is who they are? What if that is the authentic version of them? Whatever the, you know, the intentions, that may be their authentic Percy. And shouldn't the person on the other side of that conversation be allowed to be exposed to that, to make a decision about who they might be meeting?

[Jackie Jantos]

You know, I think when people express themselves, we offer tools with the hopefulness that individuals are showing up in this highly intentioned app. They've gone through quite a long onboarding. They've gone through the journey of engaging with someone. And ultimately, again, the goal is to get off the app and get into a great date. You know, people have agency to sort of decide whether this is a conversation they want to continue with, whether it's a conversation they don't.

[Sean Farrington]

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[Sean Farrington]

It's an interesting one this because the dating industry has clearly grown so much over recent decades. But people have big questions, don't they? About what what kind of services they should be providing and how they should be looking for love. A particularly interesting part of the conversation with the chief executive of Hinge was to what extent it is willing to use artificial intelligence to help people message each other? Do you want hints as to what phrases to use next? Do you want the artificial intelligence to be picking up on phrases you perhaps shouldn't be using and stopping you use them? We sort of explored how far Hinge would be willing to go and how that ties in with their desires to get people to meet up and find romance. Okay, let's return to my conversation with Jackie Jantos. When you've talked about, you know, hinges focused on that Gen Z generation, are you having to prepare yourself somehow for newer users who will be, you know, growing up and entering an age where they'll be getting dating apps?

[Jackie Jantos]

The preparation we are doing is the continuation of the path that we've been on, which is how do you help humans express who they are, learn what their relationship dating needs might be meet up in person with other humans the meeting up with in person with other humans this is something that is not. Is not a need that is going away, you know, and actually what's quite interesting is if you start to think about other generations, you know, I have two boys, they're 9 and 11. They're growing up with a mother who's going to wait a long time before I give them social media. And so I do think this importance of meeting in person and all of these tools you're beginning to see that are encouraging people to get off their phones and get back out into the world, this is the path that we're on. And this is a journey that sort of puts wind at the back of a dating app like Hinge, because this is the philosophy we believe in as well. Meeting in person, spending time in person, relationships and love and deep connection in person. This is the essence of life and that will never change. If you look back at some of the famous examples of all time, sort of, you know, Steve Jobs being asked if his kids have iPads, and him saying like, absolutely not. You know, there's a reason that these technology founders that are creating a lot of this technology are not giving it to their children. You know, they don't shout about that

[Sean Farrington]

straight away though, do they, in the big advertising campaign?

[Jackie Jantos]

I think many other technology products are built for engagement on the app. You know, they are built because their ultimate business model is built around advertising revenue. And so if you're built around advertising revenue, the outcome you're looking for the humans is engagement on the app and lots of eyeballs. If your model is built on the outcome, producing user growth, producing revenue growth, and less than 15% of your users are actually paying, then your outcome focused is getting them off the app.

[Sean Farrington]

You're designed to be deleted slogan that you have for the business. How does something like that tally when you are sort of encouraging people to pay more, to be able to see more of the likes of their profile, to be able to get higher up the feeds of others who are looking as well. Where you need that income from people and you want people to be paying more.

[Jackie Jantos]

That's not actually the experience on Hinge. You know, I think of design to be deleted as a philosophy. It's about how you bring people on this journey to move from a match to a rich conversation, from a rich conversation to the exchange of information. Move from the exchange of information to a date in person, and then we're going to ask you how that went. So actually the journey in and of itself is oriented towards that outcome and the growth again that we are seeing around the World, the sort of only dating app of our scale that is really an outcome of the work that we're doing to get people onto great dates. And you know, we see it in our own data when people find partners and they send us an enormous amount of outreach, whether it's wedding invitations, you know, we know, for example, in the US one of every 10 engagements, a recent data point is because of a relationship that started unhinged. That's huge. You know, this category still continues to be the way that people meet partners.

[Sean Farrington]

You can have a great date and it can be a one off, can't it?

[Jackie Jantos]

Every date is still an experience where we've encouraged someone to get off the app and courageously walk into an experience where they're meeting someone in person. This is building the skill and building the resilience and encouraging people to come out and try. That is the purpose of the app and that's really what we're trying to encourage people to do. And we do that in a number of other ways. For example, we have an entire social impact program that's just about funding young groups that are basically hobby and social clubs to build in person experience. It has nothing to do with dating. It's just, it's important for us to continue to grow our business for individuals to actually want to go out on a date and meet someone.

[Sean Farrington]

So is that guest people, you know, the generation actually starting to take control themselves of going out the way people would have done before Dating apps and meet at clubs. We're seeing a growth, aren't we? In particularly around the world of health. But it could be book clubs, it could be various societies like that where people are using those more to meet people and they're being set up almost with that sort of in the back of their mind. Is, is that one of your biggest competitors now?

[Jackie Jantos]

I don't see that as a competitor at all. I look at the rise of these social and hobby groups. But also the macro forces in truth are that it is very unaffordable for a Gen Z audience to leave the house and spend money out in other places. There is a real decline in what is known as third spaces in many urban centers, whether those used to community centers or even institutions like church. You know, there are far fewer of those spaces where people can go to and enjoy time for free.

[Sean Farrington]

Is that an issue for you? Because obviously anybody who agrees on a date on your app often will. You know, the automatic thing will be to go out and spend money together. Have you seen that become more of an issue with the cost of living.

[Jackie Jantos]

You know, one of the features that we recently released is called date ideas. And it's basically a feature you can choose to put as a module. You know, Hinge profiles are modules. So you can put this module on your profile and it allows you to choose. It allows someone viewing your profile to choose from two toggles that you've set. One is a time frame and one is a date idea. And so it's like, I'd like to go out within the next week. And the date idea I have is. And it's, you know, I might have put on my profile, let's go for a walk. Let's meet at Central Park. I live in New York. Let's go get a coffee. And they're putting options out there that are. Some are just sort of like meeting up in a park during the day. We are seeing a rise in daytime dates. We are definitely seeing a decline in bar meetups. And there's just this really wonderful thing happening where, you know, we leave that toggle open ended. So me as the dater can choose a couple of things. So if affordability is a real issue for me, I can choose a multitude of ways to offer date ideas in that list that don't really cost sort of anything.

[Sean Farrington]

And how does that translate into what people are willing to pay for Hinge because there is a free service as you've described, and then was it 15% of less than 15%? Less than 15% of your customers?

[Jackie Jantos]

For us, we focus very much on the free experience. We call that sacred. The reality is we have more than 15 million users. And to be an effective dating app, you need to have a lot of people on it. You know, this is true. One of the insights we hear all the time from people who met their partner online, this applies to my personal story is I would have never met this person if I didn't have this piece of technology. And wow, I ended up with someone that I couldn't have even imagined would be the right person for me. So you need people and you need a variety of people, you know, and we also encourage people, instead of sort of closing in on filters to who you think is the perfect person for you, coming in with an open mind. You know, an individual who lives one more kilometer away from where you live might unlock a huge swath of people you otherwise might not have seen. So I think these are all things that we're encouraging young people and, you know, we're seeing the growth. So we're doing something right and we're just Continuously learning and continuously iterating on the product to try to meet people's needs and learn real time what can really support them.

[Sean Farrington]

Do you envisage the world of dating apps when the latest advances in technology maybe settle down a little bit, that there'll be fewer people on them than we've sort of seen in the heyday and the excitement and the growth of the industry?

[Jackie Jantos]

I don't see how that's possible. You know, as apps get better at helping people and supporting people's needs, people's needs are not changing. Their time spent on their phone engaged in who knows what, that's not changing. The feelings of isolation and loneliness and fear in a world that is rapidly transforming, that's not changing.

[Sean Farrington]

Does it need to change the desire? It's interesting your thoughts about continue to meet people.

[Jackie Jantos]

Well, listen, I can't change these seismic forces alone, be it the economy, be it how we're using technology, being how sort of big organizations are encouraging different types of experiences and hinges. But I can impact this one space. You know, I can keep this team, this organization of deep empaths, you know, on this track of organizing around supporting young people in their search for love. You know, Hinge as an organization where, you know, we're a small group, but we're a mighty group and we're paying really close attention to what young folks need and we're trying to orient a product in service of them. And that brings sort of like real joy to us as an organization to see when people do meet partners on Hinge. And again when they meet partners on Hinge, they tell us that too. So that's a really rewarding part of the job.

[Sean Farrington]

Thank you for listening to the interview. If you enjoyed this conversation, you can find many more episodes of the interview wherever you get your BBC podcasts, including ones with music icon Shaka Khan and the Anthropic co founder Jack Clark. Until the next time, bye for now.

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