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Hinge is taking a hard left swipe at its own business model. The dating app relaunched Tuesday from a free swiping app into a members-only company — for $7 per month.

Instead of competing with the likes of Tinder, Bumble and Happn (to name a few), Hinge has rebranded itself as the Match.com or eHarmony for the next generation. While some apps define themselves as a way to “meet people” or “discover people,” Hinge is now a relationships app.

A few years back, Hinge had a niche in the industry. The app only matched users with friends of friends (via Facebook), but it didn’t take long for competitors to adopt that feature. Less than a year later, Tinder added common connections. Hinge also prominently displayed users’ work and education, which other apps have added. Read more…

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