Match Group invests $100M in Sniffies, a cruising app for gay men

Source: TechCrunch

Posted: 11:16 AM PDT · April 28, 2026

Image Credits: Rafael Henrique/SOPA Images/LightRocket / Getty Images

Investment Announcement

Match Group, the owner of Match, Tinder, OkCupid, and Hinge, announced a $100 million investment in Sniffies, a cruising app for gay men that positions itself as a Grindr competitor.

“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,” said Spencer Rascoff, CEO of Match Group, in the press release.

About Sniffes

• Website: https://sniffies.com/
• The app markets itself as a “cruising” (hookup) matching service for gay men, featuring a “real‑time, fully interactive map of nearby Cruisers and popular local cruising spots.”
• Based in Seattle, Sniffies reports roughly 3 million monthly active users.
• The platform will continue to operate independently, with Match Group providing support for its “vision and growth.”

Match Group Context

Match Group has faced challenges in recent years, including:

• Dating‑app burnout among users, who increasingly prefer meeting people offline.
• Declining user growth at flagship apps like Tinder, despite beating Q4 earnings estimates in February 2026.

For more background, see the coverage on Match Group’s struggles:

• Match Group COO out as dating apps struggle to connect with Gen Z
• Dating‑app burnout is real and you’re not alone
• Match Group Q4 2025 earnings report