--- title: "FROME's Multi-Vertical Gamble: Diversification or Distrac..." description: "FROME hires Gersh for brand strategy, expanding into drinks, cafés, and podcasts. Is this strategic diversification or a distraction from core dating?" lang: en-GB json-ld: | [ [ { "@context": "https://schema.org", "@type": "NewsArticle", "headline": "FROME's Multi-Vertical Gamble: Diversification or Distraction?", "description": "FROME hires Gersh for brand strategy, expanding into drinks, cafés, and podcasts. Is this strategic diversification or a distraction from core dating?", "abstract": "FROME hires Gersh for brand strategy, expanding into drinks, cafés, and podcasts. 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[Home](/) 2. [News](/news) 3. [Daily News Wire](/news) 4. FROME's Multi-Vertical Gamble: Diversification or Distraction? ![A business strategy meeting with coffee and documents detailing multi-vertical expansion plans.](https://images.pexels.com/photos/4594997/pexels-photo-4594997.jpeg?auto=compress&cs=tinysrgb&w=1200&h=220&fit=crop&fm=webp&q=50&dpr=1) A business strategy meeting with coffee and documents detailing multi-vertical expansion plans. [Daily News Wire](/news?category=daily-news) # FROME's Multi-Vertical Gamble: Diversification or Distraction? By [DII Newsroom](/author/daily-news)· January 31, 2025· 5 min read [](https://x.com/intent/post?url=https%3A%2F%2Fwww.datingindustryinsights.com%2Fnews%2Ffirst-rounds-on-me-expands-reach&text=FROME's%20Multi-Vertical%20Gamble%3A%20Diversification%20or%20Distraction%3F)[](https://www.linkedin.com/sharing/share-offsite/?url=https%3A%2F%2Fwww.datingindustryinsights.com%2Fnews%2Ffirst-rounds-on-me-expands-reach)[](https://www.facebook.com/sharer/sharer.php?u=https%3A%2F%2Fwww.datingindustryinsights.com%2Fnews%2Ffirst-rounds-on-me-expands-reach) A A ## Key Points - • First Round's On Me has hired the brand consulting division of Gersh Agency to expand into alcoholic beverages, physical cafés, and podcast production. - • Match Group reported stalled paying user growth across its portfolio of dating applications in the third quarter of 2024. - • Match Group and Bumble have seen their share prices drop substantially from peak levels as investors question revenue concentration. - • First Round's On Me is now operating across four distinct sectors, comprising hospitality, consumer packaged goods, media production, and software. Dating apps are hunting for revenue beyond subscriptions, and First Round's On Me is leading the charge in the most ambitious—and potentially reckless—way imaginable. The platform has hired Gersh Agency's brand consulting division to guide its expansion from digital matchmaking into drinks, cafés, and podcasting. Whether this represents strategic diversification or founder distraction will depend entirely on execution, and the industry is watching closely. ![Business strategy meeting with documents and coffee](https://images.pexels.com/photos/5054531/pexels-photo-5054531.jpeg) Business strategy meeting with documents and coffee According to the company, [Gersh will guide brand strategy across what it's calling a 'multi-vertical expansion'](https://variety.com/2025/biz/news/gersh-first-rounds-on-me-brand-consulting-1236284053/). That's a polite way of saying the app has decided it's also a drinks company, a hospitality operator, and a media business. The execution risk is enormous, but the diagnosis of the problem is spot on: users don't need more sophisticated algorithms, they need less friction in getting offline. ## When Swipe Fatigue Meets Brand Extension FROME built its positioning around meeting in person first, a direct response to the message-thread purgatory that's become the default experience on platforms from Hinge to [Bumble](/news/bumble-lawsuit-over-preventable-data-breach). The company's logic is that if users already want to skip the app and meet for a drink, why not sell them the drink too? That's not unreasonable. ### 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. > This is what happens when dating apps realise they're in the meetings business, not the matching business. Dating app fatigue is well-documented, and the industry has spent years watching conversion rates from match to message to meetup deteriorate. Match Group reported in its Q3 2024 earnings that paying user growth across its portfolio had stalled. Bumble's attempts to reinvent its user experience under new CEO [Lidiane Jones](/people/lidiane-jones) have been met with mixed subscriber response. What's less clear is whether the solution is to become a lifestyle brand. FROME is making a big assumption: that its users identify strongly enough with the platform to follow it into adjacent categories. Dating apps have historically struggled with brand loyalty—people use them because they need them, not because they love them. ![Couple meeting for coffee in modern café](https://images.pexels.com/photos/6458056/pexels-photo-6458056.jpeg) Couple meeting for coffee in modern café The Gersh hire adds a wrinkle. The agency is better [known](/news/known-raises-voice-ai-dating-offline) for representing actors, writers, and directors than for advising on dating app strategy. The implication is that FROME is thinking about content partnerships, influencer strategy, or possibly even entertainment IP. ## Revenue Diversification or Distraction From Product-Market Fit? Investors have spent the past two years punishing dating companies for revenue concentration. MTCH and BMBL shares are both down substantially from their peaks, in part because Wall Street sees limited paths to growth beyond wringing more revenue per user from a flat or declining base. Diversification sounds good in that context. > There's diversification, and there's doing four things badly instead of one thing well. FROME is now operating in hospitality, consumer packaged goods, media production, and software—four industries with completely different cost structures, margin profiles, and capital requirements. Running a café in a major city means dealing with rent, staff, food safety regulations, and razor-thin margins. Launching an alcoholic beverage means navigating distribution, licensing, production minimums, and retailer relationships. The company hasn't disclosed how much capital it's allocating to each vertical, or what success metrics look like. Without clear financials, it's impossible to know whether the café is meant to be a flagship brand experience that loses money but drives app downloads, or a standalone profit centre. The difference matters enormously. ![Cocktail drinks at bar counter](https://images.pexels.com/photos/35176/pexels-photo.jpg) Cocktail drinks at bar counter Competitors aren't following this path. Hinge, Tinder, and [Grindr](/news/Malaysia-blocks-grindr-blued-websites) have all stuck to their core platforms, layering in features like video chat, AI-assisted messaging, and safety tools. Bumble experimented with Bumble BFF and Bumble Bizz, but those remain digital-first and tightly integrated with the core app. ## What Gersh's Involvement Tells Us Hiring a talent agency's consulting arm is an odd choice for a dating app—unless the company's ambitions extend beyond matchmaking into content and media partnerships. Gersh has deep relationships with studios, streaming platforms, and production companies. If FROME is planning a reality show, a docuseries, or influencer-led content strategy, that hire makes more sense. The podcasting vertical supports that theory. Dating content performs well across audio and video platforms, and there's a clear path to sponsorship revenue and cross-promotion. Whether FROME has the editorial capacity and audience to make that work is another question. What's missing from the company's public narrative is clarity on how these pieces fit together. Is the café a customer acquisition channel? Is the podcast meant to drive app downloads or stand as its own revenue line? Do the drinks get served at the café, sold at retail, or both? Match Group has spent years trying to cross-sell users across its portfolio of apps. It hasn't worked. Getting someone who uses Tinder to also try [OkCupid](/news/study-highlights-gender-differences-dating) is hard, even when both are digital products with zero switching cost. Convincing a dating app user to also buy your branded gin and listen to your podcast is a significantly higher bar. The industry will be watching this closely, not because [FROME is large enough to move the market](https://www.globaldatinginsights.com/featured/first-rounds-on-me-partners-with-gersh-to-expand-reach/), but because its willingness to experiment reflects the desperation and creativity the sector needs. If this works, expect copycats. If it doesn't, it'll be a case study in how not to scale a dating platform. ## Key Takeaways - • Dating app operators face operational risks when expanding beyond digital matchmaking into capital-intensive industries like hospitality and consumer packaged goods. - • Investors in platforms like Match Group and Bumble are prioritising clear capital allocation and product-market fit over unproven multi-vertical diversification. - • First Round's On Me must demonstrate whether offline brand touchpoints effectively drive core app user acquisition or dilute corporate resources. ## Frequently Asked Questions ### What is First Round's On Me expanding into? ### Why did First Round's On Me hire Gersh Agency? ### How did Match Group perform in Q3 2024? Cite this article [Funding & Investment](/tag/funding-investment)[User Growth](/tag/user-growth) 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 Swipe Fatigue Meets Brand Extension](#section-0-when-swipe-fatigue-meets-brand-extension) - [Revenue Diversification or Distraction From Product-Market Fit?](#section-1-revenue-diversification-or-distraction-from-product-market-fit) - [What Gersh's Involvement Tells Us](#section-2-what-gersh-s-involvement-tells-us) ### Mentioned in This Article Companies [![Known logo](https://img.logo.dev/name/Known?token=pk_K6hdbPRcTQSnsRNEiZ-Ymg&size=64&format=png&fallback=monogram) Known Dating Platform ](/companies/known)[![FROME logo](https://img.logo.dev/firstroundsonme.co?token=pk_K6hdbPRcTQSnsRNEiZ-Ymg&size=64&format=png&fallback=monogram) FROME Dating Platform ](/companies/frome)[![Grindr logo](https://img.logo.dev/grindr.com?token=pk_K6hdbPRcTQSnsRNEiZ-Ymg&size=64&format=png&fallback=monogram) Grindr Dating Platform GRND $10.72 ▼-0.80% ](/companies/grindr)[![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)[![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) People [![](https://wljexrfnabxcmtcyztnv.supabase.co/storage/v1/object/public/profile-images/51d07e8e-2265-41dc-acf5-1a16dc9c8c67.jpg)](/people/lidiane-jones) [Lidiane Jones Former CEO ](/people/lidiane-jones)[![Bumble logo](https://img.logo.dev/bumble.com?token=pk_K6hdbPRcTQSnsRNEiZ-Ymg&size=32&format=png&fallback=monogram)Bumble](/companies/bumble) Products [![OkCupid logo](https://img.logo.dev/okcupid.com?token=pk_K6hdbPRcTQSnsRNEiZ-Ymg&size=64&format=png&fallback=monogram)OkCupid ](/products/okcupid)[![Tinder logo](https://img.logo.dev/tinder.com?token=pk_K6hdbPRcTQSnsRNEiZ-Ymg&size=64&format=png&fallback=monogram)Tinder ](/products/tinder)[![Hinge logo](https://img.logo.dev/hinge.co?token=pk_K6hdbPRcTQSnsRNEiZ-Ymg&size=64&format=png&fallback=monogram)Hinge ](/products/hinge)[![Grindr logo](https://img.logo.dev/grindr.com?token=pk_K6hdbPRcTQSnsRNEiZ-Ymg&size=64&format=png&fallback=monogram)Grindr ](/products/grindr-app) ## Trending in Dating Tech 1. 1 [![A person holding a smartphone displaying a dating app profile alongside a coffee cup on a wooden table.](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/hinge-expands-face-check-direct-date) [Hinge's Face Check and Direct to Date Are Admissions That the Core Experience Is Broken](/news/hinge-expands-face-check-direct-date) 2. 2 [![A smartphone displaying a blocked dating application interface beside a digital privacy icon.](https://images.pexels.com/photos/19209287/pexels-photo-19209287.jpeg?auto=compress&cs=tinysrgb&w=96&h=96&fit=crop&fm=webp&q=50&dpr=1)](/news/turkey-blocks-lgbtq-dating-apps) [Turkey's LGBTQ+ App Ban: A Test for Global Dating Platforms](/news/turkey-blocks-lgbtq-dating-apps) 3. 3 [![A frustrated woman looks at her smartphone screen while sitting alone at a wooden cafe table.](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/study-men-go-on-more-dates) [Dating Apps' Gender Imbalance: Women Withdraw as Men Persist](/news/study-men-go-on-more-dates) 4. 4 [![A smartphone displaying a modern dating app interface set against the backdrop of the Singapore city skyline.](https://images.pexels.com/photos/28539711/pexels-photo-28539711.jpeg?auto=compress&cs=tinysrgb&w=96&h=96&fit=crop&fm=webp&q=50&dpr=1)](/news/chinese-dating-app-tantan-rebrands-singapore) [Tantan's 'Intentional Casual' Rebrand: A Strategic Exit from China's Grip?](/news/chinese-dating-app-tantan-rebrands-singapore) 5. 5 [![A smartphone screen displaying a Hinge dating profile with a beating heart status badge next to the user name.](https://images.pexels.com/photos/36765306/pexels-photo-36765306.jpeg?auto=compress&cs=tinysrgb&w=96&h=96&fit=crop&fm=webp&q=50&dpr=1)](/news/hinge-signals-feature-highlights-user-engagement) [Hinge's 'Signals' Badge: Engagement Fix or Just a Retention Play?](/news/hinge-signals-feature-highlights-user-engagement) ### Create a free account Unlimited access — delivered weekly. 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[← Previous Article Feeld's Safety Data Exposes Match Group's LGBTQ+ Blind Spot ](/news/feeld-state-of-dating-2025-report)[Data & Analytics](/news?category=data-analytics)[Next Article → Wolfe Herd's Return to Bumble: A Rescue Mission or Strategic Reset? ](/news/bumble-founder-whitney-wolfe-herd-returns)[Daily News Wire](/news?category=daily-news) ## More in Daily News Wire [View all →](/news?category=daily-news) [ Daily News Wire ![A person holding a smartphone displaying a dating app profile alongside a professional film production camera setup.](https://images.pexels.com/photos/29763531/pexels-photo-29763531.jpeg?auto=compress&cs=tinysrgb&w=600&h=340&fit=crop&fm=webp&q=50&dpr=1) ### Hulu's 'Swiped' Could Be Bumble's Unintentional Marketing Coup Bumble app revenue flat at $208M in Q1 2025, with paying users declining 3% to 3.8M Tinder generated $1.84B in 2023, rep… Friday 15th August · 1 min read Read → ](/news/hulu-releases-trailer-bumble-founder-biopic)[ Data & Analytics ![A person holding a mobile phone displaying a connection app interface with options for dating and platonic friendship.](https://images.pexels.com/photos/7339183/pexels-photo-7339183.jpeg?auto=compress&cs=tinysrgb&w=600&h=340&fit=crop&fm=webp&q=50&dpr=1) ### Dating Apps or Social Networks? The Monetisation Dilemma 48% of dating app users reported using platforms 'simply to meet new people' according to 2021 Kaspersky research Gen Z … Monday 24th February · 1 min read Read → ](/news/dating-apps-double-duty-social-hubs)[ Daily News Wire ![A corporate boardroom featuring empty executive chairs symbolising leadership vacancies at Bumble.](https://images.pexels.com/photos/29763531/pexels-photo-29763531.jpeg?auto=compress&cs=tinysrgb&w=600&h=340&fit=crop&fm=webp&q=50&dpr=1) ### Bumble's New CPO Hire: A Bet on E-Commerce Over Connection Bumble has appointed Michael Affronti, a 15-year Salesforce veteran specialising in e-commerce, as Chief Product Officer… Tuesday 7th January · 1 min read Read → ](/news/bumble-appoints-new-cpo-stock-rise)[ Financial & Investor ![A financial analyst examining stock market charts and performance metrics for Bumble on desktop screens.](https://images.pexels.com/photos/29763531/pexels-photo-29763531.jpeg?auto=compress&cs=tinysrgb&w=600&h=340&fit=crop&fm=webp&q=50&dpr=1) ### Bumble's 3% Stock Bump: A Retail Sales Mirage or Real Turnaround? Bumble shares rose 3% on Wednesday following stronger-than-expected US retail sales data The company eliminated 240 posi… Tuesday 22nd July · 1 min read Read → ](/news/bumble-shares-rise-after-workforce-cuts) ![](https://images.pexels.com/photos/29763531/pexels-photo-29763531.jpeg) Up next: [Hulu's 'Swiped' Could Be Bumble's Unintentional Marketing Coup](/news/hulu-releases-trailer-bumble-founder-biopic) [](/news/hulu-releases-trailer-bumble-founder-biopic) ![Dating Industry Insights](/assets/dii-logo-footer-B-hNTbau.webp) B2B intelligence for the online dating industry. 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