Bumble is recognized by the face of Whitney Wolfe Herd as the founder but there are other key investors that have helped this female led dating app to flourish. The most predominant one, or rather in terms of numbers, is one that owns 80% of the company (Willams, 2016). This large portion is from the powerful and successful Russian entrepreneur Andrey Andreev. Andreev is best known for his own accumulated empire with the creation of Badoo. Badoo, which is based out of London, England, holds the similar premise of what Bumble stands by and promotes the intentions of a dating focused app. Andreev invested into Bumble as a start-up company. As this partnership was strategically founded as Badoo would become Bumble’s mentor, exploring the challenges and obstacles of dating apps and how his experience would be exemplified as an example of the promotional tactics by encouraging Bumble to become a leader of its own. Bumble during their initial stages of its creation acknowledged the extremely competitive market it was entering. The monetary support of Badoo allowed for Bumble’s own global advantage, an investor with deep pockets to support their needs.
Looking further there are other organizations that are visibly present when engaging with the app. We can see this demonstrated in the very second we access Bumble, regarding the associations it has implemented with apps such as Facebook. This is exemplified through the allure of an easily accessible method of engaging with the app. Facebook’s ability to reach great lengths of people fosters a greater social bond. Further, connection to Facebook provides an anchor to reality (Lutz & Ranzini, 2017). While it can be said that this integration of Facebook promotes a more authentic shared experience with users alike. This can be demonstrated comparatively with the organization of Spotify. It too like Facebook is visibly implemented within the app. As the shared connection of music has been said to create stronger social bonds. This is present in users’ profiles with the intentions of gaining more personal information for its viewers. Furthermore, this is implemented through the partnership of Instagram. Instagram allows for another dimension of legitimacy and personalization of the individual. Bumble promotes this through the use of a shared link on the individual’s profile, connecting users to their personal Instagram profile. It is this step that allows for a greater connection that Bumble prides itself on.
Looking further there are other organizations that are visibly present when engaging with the app. We can see this demonstrated in the very second we access Bumble, regarding the associations it has implemented with apps such as Facebook. This is exemplified through the allure of an easily accessible method of engaging with the app. Facebook’s ability to reach great lengths of people fosters a greater social bond. Further, connection to Facebook provides an anchor to reality (Lutz & Ranzini, 2017). While it can be said that this integration of Facebook promotes a more authentic shared experience with users alike. This can be demonstrated comparatively with the organization of Spotify. It too like Facebook is visibly implemented within the app. As the shared connection of music has been said to create stronger social bonds. This is present in users’ profiles with the intentions of gaining more personal information for its viewers. Furthermore, this is implemented through the partnership of Instagram. Instagram allows for another dimension of legitimacy and personalization of the individual. Bumble promotes this through the use of a shared link on the individual’s profile, connecting users to their personal Instagram profile. It is this step that allows for a greater connection that Bumble prides itself on.
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