Bumble started as a dating app with a twist—giving women the power to make the first move.
But when it introduced Bumble BFF in 2016, it did something unexpected: it transformed the way we connect outside of romance.
For startup founders, Bumble BFF is a case study in redefining product identity and expanding user engagement.
It’s not just about growth; it's about creating a new social norm.
So, how did Bumble do it, and what can you learn from their success?
Understanding the Shift
Most dating apps operate within a narrow scope: romantic relationships.
Bumble, however, recognized an unmet need—friendships.
By introducing Bumble BFF, they addressed the universal challenge of making new friends as adults.
The move resonated widely, showing that the company understood its users beyond the obvious dating need.
Actionable Takeaway #1: Identify Adjacent Needs
Startups often fixate on perfecting their core product.
Instead, ask yourself: What other problems can we solve for our users? Look for complementary needs that align with your brand ethos.
It’s about expanding the scope, not diluting the focus.
The Importance of Community
Bumble BFF tapped into the power of community by encouraging meaningful connections among its users.
The platform wasn’t just about making friends; it was about fostering a sense of belonging.
They leveraged this by hosting events, creating content around friendship, and engaging in partnerships that promoted the concept of platonic connections.
This approach built trust and encouraged users to see Bumble as more than just a dating app.
Actionable Takeaway #2: Build a Community, Not Just a Product
Users today crave community. Don’t just sell a product; create an environment where your users feel part of something bigger.
Leverage user-generated content, organize events, or build forums to foster engagement and loyalty.
Leveraging Cross-Product Promotion
One of Bumble’s strengths is its cross-product promotion strategy.
Bumble BFF didn’t just emerge as a standalone feature; it was woven into the existing app ecosystem, making it easy for existing users to try out without additional downloads or sign-ups.
For startups, this means you should think about how your products can complement each other.
It’s about creating a seamless experience where users can explore new features without friction.
Actionable Takeaway #3: Create a Seamless Cross-Product Experience
If you have multiple offerings, integrate them effectively.
Simplify user onboarding for new features and encourage exploration.
Use in-app prompts, targeted emails, or push notifications to guide users toward trying out complementary services.
The Role of Data and Feedback
Bumble didn't just launch BFF and hope for the best.
They used user data and feedback to refine the experience continuously.
From user interface tweaks to new features like interest-based matching, Bumble BFF evolved based on real user input.
Actionable Takeaway #4: Use Data to Refine, Not Just Validate
Data isn’t just for validating your product hypothesis.
Use it to refine and enhance the user experience.
Conduct regular surveys, A/B testing, and user interviews to gather actionable insights that go beyond the numbers.
Breaking Stereotypes
Launching Bumble BFF wasn’t without its challenges.
There were stereotypes about using apps to make friends, but Bumble tackled this head-on through strategic marketing and partnerships that normalized the concept of digital friendships.
Actionable Takeaway #5: Challenge and Reframe Market Perceptions
If your product faces stereotypes or misconceptions, don’t shy away.
Challenge them with educational content, partnerships, and a strong brand narrative.
Reframing the conversation can turn a perceived weakness into a strength.
Expanding with Purpose
Bumble BFF wasn’t just a growth tactic—it was a mission-aligned extension of Bumble’s values.
This authenticity resonated with users and differentiated the brand in a crowded market.
Actionable Takeaway #6: Align Expansion with Your Core Values
When you expand, ensure it aligns with your company’s mission and values.
Users can sense when growth is forced or purely profit-driven.
Stay authentic to build long-term trust and loyalty.
Inspiring a New Social Norm
Today, Bumble BFF has millions of users worldwide and has inspired other apps to explore non-romantic social connections.
It’s proof that reimagining your product’s purpose can lead to a broader cultural impact.
For startup founders, the lesson is clear: think beyond the obvious.
Expanding your product isn’t just about reaching new markets; it’s about pioneering new behaviors and reshaping norms.
By focusing on community, leveraging cross-product promotion, using data intelligently, and staying true to your values, your startup can not only grow but also inspire and lead in your industry.
