--- title: "CMB's 'Anti-Swipe' Strategy in Australia" description: "Coffee Meets Bagel launches in Australia with an 'anti-swipe' strategy. Will it address user frustration and improve retention?" lang: en-GB json-ld: | [ { "@context": "https://schema.org", "@type": "NewsArticle", "headline": "Coffee Meets Bagel's Australian Bet: Can 'Anti-Swipe' Strategy Win?", "description": "Coffee Meets Bagel launches in Australia with an 'anti-swipe' strategy. Will it address user frustration and improve retention?", "abstract": "Coffee Meets Bagel launches in Australia with an 'anti-swipe' strategy. 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[Home](/) 2. [News](/news) 3. [Daily News Wire](/news) 4. Coffee Meets Bagel's Australian Bet: Can 'Anti-Swipe' Strategy Win? ![A person sitting at a cafe table using a mobile phone displaying a dating application interface.](https://images.pexels.com/photos/19364277/pexels-photo-19364277.jpeg?auto=compress&cs=tinysrgb&w=1200&h=220&fit=crop&fm=webp&q=50&dpr=1) A person sitting at a cafe table using a mobile phone displaying a dating application interface. [Daily News Wire](/news?category=daily-news) # Coffee Meets Bagel's Australian Bet: Can 'Anti-Swipe' Strategy Win? By [DII Newsroom](/author/daily-news)· September 9, 2026· 5 min read [](https://x.com/intent/post?url=https%3A%2F%2Fwww.datingindustryinsights.com%2Fnews%2Fcoffee-meets-bagel-australia-intentional-dating&text=Coffee%20Meets%20Bagel's%20Australian%20Bet%3A%20Can%20'Anti-Swipe'%20Strategy%20Win%3F)[](https://www.linkedin.com/sharing/share-offsite/?url=https%3A%2F%2Fwww.datingindustryinsights.com%2Fnews%2Fcoffee-meets-bagel-australia-intentional-dating)[](https://www.facebook.com/sharer/sharer.php?u=https%3A%2F%2Fwww.datingindustryinsights.com%2Fnews%2Fcoffee-meets-bagel-australia-intentional-dating) A A ## Key Points - • Coffee Meets Bagel has launched its Paper Moose-developed 'Let's Get Serious' marketing campaign across Australian outdoor and social channels through September. - • A YouGov survey commissioned by Coffee Meets Bagel revealed that 91 per cent of Gen Z and Millennial Australians report frustration with dating apps. - • Match Group acquired anti-swipe competitor Hinge for 400 million dollars in 2019, whilst Match Group currently reports flat paying user counts. Coffee Meets Bagel has arrived in Australia with a marketing message that requires no translation: dating apps are frustrating, superficial, and exhausting. Also, download ours. The platform's bet is that user dissatisfaction has reached sufficient mass to make 'we're not like them' a viable customer acquisition strategy from day one. The 'Let's Get Serious' campaign, [developed by Sydney agency Paper Moose](https://lbbonline.com/news/coffee-meets-bagel-lets-get-serious-paper-moose) and running across outdoor and social channels through September, positions CMB as the antidote to what it calls 'low-effort dating' — [ghosting](/glossary/ghosting), shallow profiles, conversations that never convert to actual dates. What's notable isn't the features being promoted but that CMB is launching a new market by essentially conceding the category has a user satisfaction problem. ![Person using dating app on mobile phone](https://images.pexels.com/photos/32062132/pexels-photo-32062132.jpeg) Person using dating app on mobile phone The DII Take CMB is saying the quiet part loud: the dating app experience, as normalised by Match Group's (MTCH) [Tinder](/products/tinder) and replicated across dozens of platforms, has created widespread user dissatisfaction. That 91% frustration figure — commissioned research, yes, but still striking — suggests the industry's retention problem isn't just about feature fatigue. It's about the core mechanic. ### Create a free account Unlock unlimited access and get the weekly briefing delivered to your inbox. Register free No spam. No password. We'll send a one-time link to confirm your email. > If CMB can demonstrate conversion and retention improvements in Australia over the next six months, expect every mid-market operator to deploy similar 'anti-swipe' positioning by year-end. The market's most crowded differentiation strategy may be claiming you're different. ## When 'slow dating' becomes a marketing vertical CMB's pitch centres on what the industry has come to call 'intentional dating' — fewer matches, more context, features that nudge users toward real-world meetings rather than endless in-app messaging. The platform limits daily matches (the 'bagel' branding remains inexplicable but consistent), offers conversation prompts tied to profile specifics, and has built a 'Real Dates' feature designed to move interactions offline faster. Whether these mechanics actually produce better outcomes than high-volume swiping is an empirical question the industry still hasn't answered publicly. CMB has not disclosed Australian conversion rates, nor has it published retention cohorts comparing its model to swipe-dominant competitors. The company's North American performance offers limited visibility — it operates through a separate entity, Coffee Meets Bagel Worldwide, for international markets including Australia, suggesting either strategic expansion or financial restructuring that warrants closer monitoring. ![Couple meeting for coffee date](https://images.pexels.com/photos/1680173/pexels-photo-1680173.jpeg) Couple meeting for coffee date What CMB has disclosed is user sentiment data that aligns with broader industry trends tracked by the [DII Stock Tracker](/products/dii-stock-tracker) and reflected in Match Group's flat paying user counts and Bumble's (BMBL) ongoing product resets. Singles are tired. Frustrated with match quality, exhausted by gamified mechanics, and increasingly vocal about platforms optimising for engagement rather than outcomes. ## The competition is already here CMB is hardly the first platform to claim it's built differently. Hinge famously positioned itself as 'designed to be deleted' and captured meaningful share before Match Group acquired it in 2019 for a reported $400M. Bumble built an empire on women-first mechanics. The League, [Thursday](/companies/thursday), Feels, and a rotating cast of niche entrants have all positioned against swipe culture with varying degrees of commercial success. Australia's market is particularly crowded. Bumble maintains strong presence. Hinge has grown consistently since Match brought it onshore with marketing investment. Tinder still commands the largest user base. Local operators including [eharmony](/products/eharmony-app) Australia (owned by Fortitude Foundation-backed Venntro) have longstanding positions with relationship-focused demographics. CMB is entering a market where 'intentional dating' is already part of the vernacular, not introducing a new concept. > If every dating app claims to be slower, more intentional, and relationship-focused, the differentiation collapses into noise. What's shifted is the scale of user dissatisfaction. That 91% figure, even accounting for commissioned research methodology and question framing, points to something broader than typical churn. Frustration at this level suggests retention headwinds across the category, which creates opportunity for platforms willing to position explicitly against the incumbents they're trying to displace. The risk is commodification. CMB will need to demonstrate — not just claim — that its mechanics produce materially different outcomes. That means disclosing data the industry has historically kept opaque: what percentage of matches message? What percentage meet in person? What percentage convert to relationships lasting beyond 90 days? ![Mobile phone displaying dating app interface](https://images.pexels.com/photos/32133654/pexels-photo-32133654.jpeg) Mobile phone displaying dating app interface ## What to watch CMB's Australian performance over the next two quarters will signal whether 'anti-swipe' positioning has legs as an acquisition strategy or whether it's simply feature table stakes dressed up as brand differentiation. Pay attention to whether the platform discloses any Australian user or retention metrics, or whether this launch remains marketing-led without operational transparency. More broadly, watch whether other platforms follow CMB's lead in openly campaigning against the category experience. If Match Group's Tinder or [Hinge](/products/hinge) start positioning around user frustration — effectively competing against their own legacy products — that's a signal the industry believes it needs a narrative reset to stabilise paying user trends. The dating industry has spent a decade training users to swipe. Whether it can now train them to stop — and whether that's actually better for business — is the question [CMB's Australian launch is quietly asking](https://ww.coffeemeetsbagel.com/blog/dating-in-australia-is-getting-serious-again). The answer will determine whether this is a genuine strategic pivot or just another way to describe the same conversion problem every operator already has. ## Key Takeaways - • Dating app operators face commodification risks in Australia because multiple platforms claim slow dating positioning without disclosing transparent match-to-date conversion metrics. - • If Match Group or Bumble adopt anti-swipe messaging, operators will need operational transparency on relationship retention to differentiate from competing relationship-focused platforms. ## Frequently Asked Questions ### What percentage of Australian singles are frustrated with dating apps? ### How much did Match Group pay for Hinge? ### Who created the Australian marketing campaign for Coffee Meets Bagel? Cite this article D [DII Newsroom](/author/daily-news) Newsroom The DII Newsroom reports daily breaking news across the global online dating, matchmaking and social discovery industry. [More articles by DII Newsroom](/author/daily-news) ### In this article - [When 'slow dating' becomes a marketing vertical](#section-1-when-slow-dating-becomes-a-marketing-vertical) - [The competition is already here](#section-2-the-competition-is-already-here) - [What to watch](#section-3-what-to-watch) ### Mentioned in This Article Companies [![Bumble logo](https://img.logo.dev/bumble.com?token=pk_K6hdbPRcTQSnsRNEiZ-Ymg&size=64&format=png&fallback=monogram) Bumble Dating Platform BMBL $4.87 ▲+3.40% ](/companies/bumble)[![Match Group logo](https://img.logo.dev/mtch.com?token=pk_K6hdbPRcTQSnsRNEiZ-Ymg&size=64&format=png&fallback=monogram) Match Group Dating Platform MTCH $31.42 ▼-1.20% ](/companies/match-group)[![Thursday logo](https://img.logo.dev/getthursday.com?token=pk_K6hdbPRcTQSnsRNEiZ-Ymg&size=64&format=png&fallback=monogram) Thursday Dating Platform ](/companies/thursday) Products [![Bumble logo](https://img.logo.dev/name/Bumble?token=pk_K6hdbPRcTQSnsRNEiZ-Ymg&size=64&format=png&fallback=monogram)Bumble ](/products/bumble)[![Thursday logo](https://img.logo.dev/thursday.dating?token=pk_K6hdbPRcTQSnsRNEiZ-Ymg&size=64&format=png&fallback=monogram)Thursday ](/products/thursday)[![Tinder logo](https://img.logo.dev/tinder.com?token=pk_K6hdbPRcTQSnsRNEiZ-Ymg&size=64&format=png&fallback=monogram)Tinder ](/products/tinder)[![Once logo](https://img.logo.dev/name/Once?token=pk_K6hdbPRcTQSnsRNEiZ-Ymg&size=64&format=png&fallback=monogram)Once ](/products/once)[![Coffee Meets Bagel logo](https://img.logo.dev/coffeemeetsbagel.com?token=pk_K6hdbPRcTQSnsRNEiZ-Ymg&size=64&format=png&fallback=monogram)Coffee Meets Bagel ](/products/coffee-meets-bagel-app)[![Ship logo](https://img.logo.dev/name/Ship?token=pk_K6hdbPRcTQSnsRNEiZ-Ymg&size=64&format=png&fallback=monogram)Ship ](/products/ship)[![Hinge logo](https://img.logo.dev/hinge.co?token=pk_K6hdbPRcTQSnsRNEiZ-Ymg&size=64&format=png&fallback=monogram)Hinge ](/products/hinge)[![HER logo](https://img.logo.dev/weareher.com?token=pk_K6hdbPRcTQSnsRNEiZ-Ymg&size=64&format=png&fallback=monogram)HER ](/products/her-app)[![The League logo](https://img.logo.dev/name/The%20League?token=pk_K6hdbPRcTQSnsRNEiZ-Ymg&size=64&format=png&fallback=monogram)The League ](/products/the-league)[![DII Stock Tracker logo](https://img.logo.dev/name/DII%20Stock%20Tracker?token=pk_K6hdbPRcTQSnsRNEiZ-Ymg&size=64&format=png&fallback=monogram)DII Stock Tracker ](/products/dii-stock-tracker)[![eHarmony logo](https://img.logo.dev/eharmony.com?token=pk_K6hdbPRcTQSnsRNEiZ-Ymg&size=64&format=png&fallback=monogram)eHarmony ](/products/eharmony-app) ## Trending in Dating Tech 1. 1 [![A man and woman with a noticeable age gap talking during a date.](https://images.pexels.com/photos/20026102/pexels-photo-20026102.jpeg?auto=compress&cs=tinysrgb&w=96&h=96&fit=crop&fm=webp&q=50&dpr=1)](/news/women-men-open-to-older-dating) [Tawkify's Age Gap Data: A Quantified Double Standard in Dating](/news/women-men-open-to-older-dating) 2. 2 [![A young adult looking thoughtfully at a smartphone dating app profile while sitting at a brightly lit outdoor cafe.](https://images.pexels.com/photos/16959686/pexels-photo-16959686.jpeg?auto=compress&cs=tinysrgb&w=96&h=96&fit=crop&fm=webp&q=50&dpr=1)](/news/tinder-thailand-campaign-challenges-performative-dating) [Tinder's Thailand Campaign Admits Swipe Model's Flaws. Retention Crisis Looms?](/news/tinder-thailand-campaign-challenges-performative-dating) 3. 3 [![A mobile phone displaying a dating app verification screen beside Japanese legal documents.](https://images.pexels.com/photos/7339183/pexels-photo-7339183.jpeg?auto=compress&cs=tinysrgb&w=96&h=96&fit=crop&fm=webp&q=50&dpr=1)](/news/misleading-profiles-japan-dating-apps) [Japan Made Dating App Fraud Illegal. The Rest of the World Is Watching.](/news/misleading-profiles-japan-dating-apps) 4. 4 [![Sprite soft drink cans featuring the Tinder logo displayed on a retail shop shelf.](https://images.pexels.com/photos/29336185/pexels-photo-29336185.jpeg?auto=compress&cs=tinysrgb&w=96&h=96&fit=crop&fm=webp&q=50&dpr=1)](/news/tinder-launches-sprite-packaging-promotion) [Tinder's Sprite Partnership Signals That Brand Revenue Is Plugging a Growth Gap](/news/tinder-launches-sprite-packaging-promotion) 5. 5 [![A concerned smartphone user reviewing a dating app notification on screen.](https://images.pexels.com/photos/16994607/pexels-photo-16994607.jpeg?auto=compress&cs=tinysrgb&w=96&h=96&fit=crop&fm=webp&q=50&dpr=1)](/news/elitesingles-suddenly-shutting-down-april) [EliteSingles' Sudden Shutdown: A Grim Signal for Spark Networks](/news/elitesingles-suddenly-shutting-down-april) ### Create a free account Unlimited access — delivered weekly. Register free No spam. No password. We'll send a one-time link to confirm your email. ## Comments Join the discussion Industry professionals share insights, challenge assumptions, and connect with peers. Sign in to add your voice. Sign in with Google or use email Your comment is reviewed before publishing. No spam, no self-promotion. [← Previous Article Australia's 'Feed Choice' Law: A Looming Challenge for Dating Apps ](/news/australia-algorithm-opt-out-rules-plan)[Regulatory Monitor](/news?category=regulatory-monitor)[Next Article → ATEAM's Wellness Pitch: Scarcity or Strategy? ](/news/ateam-launches-dating-app-wellness)[Technology & AI Lab](/news?category=technology-ai) ## More in Daily News Wire [View all →](/news?category=daily-news) [ Daily News Wire ![A person using a smartphone dating application while sitting at a wooden table in a coffee shop.](https://images.pexels.com/photos/2577943/pexels-photo-2577943.jpeg?auto=compress&cs=tinysrgb&w=600&h=340&fit=crop&fm=webp&q=50&dpr=1) ### Goose Loses Its Face: Derek Chadwick's Exit Exposes a Structural Flaw Derek Chadwick exited Goose less than eight weeks after launching the gay dating app, with no board seat, advisory role,… Wednesday 19th August · 1 min read Read → ](/news/derek-chadwick-leaves-goose-app)[ Daily News Wire ![A professional working on a laptop alongside a mobile phone displaying social media platforms in a modern office.](https://images.pexels.com/photos/7534209/pexels-photo-7534209.jpeg?auto=compress&cs=tinysrgb&w=600&h=340&fit=crop&fm=webp&q=50&dpr=1) ### Michael Kaye's Exit Signals the End of Traditional Dating App PR Michael Kaye is departing Match Group after seven years leading communications for brands including OkCupid, with his fi… Thursday 6th August · 1 min read Read → ](/news/michael-kaye-leaves-match-group)[ Daily News Wire ![A mobile phone showcasing an online dating application interface against a background depicting an Indian city skyline.](https://images.pexels.com/photos/15285718/pexels-photo-15285718.jpeg?auto=compress&cs=tinysrgb&w=600&h=340&fit=crop&fm=webp&q=50&dpr=1) ### Flutrr's Leadership Shuffle: Interim CEO Signals Strategic Uncertainty Flutrr co-founder Anirban Banerjee moves from CMO to interim CEO, with Ankit Santra stepping into the CMO role The "inte… Friday 24th July · 1 min read Read → ](/news/flutrr-gains-interim-ceo-new-cmo)[ Daily News Wire ![A digital technology screen showing video chat interfaces and artificial intelligence translation tools.](https://images.pexels.com/photos/20849989/pexels-photo-20849989.jpeg?auto=compress&cs=tinysrgb&w=600&h=340&fit=crop&fm=webp&q=50&dpr=1) ### Linda Kim's Exit: Is Hyperconnect's $1.73B Promise Fading? 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