Tinder Unveils High-End 'Vault' Plan With Eye-Popping Price Tag

Tinder is preparing to debut a “high-end” ($500-per-month) membership this fall. Known as Tinder Vault, it coincides with a realignment strategy aimed to cater to Gen Z users.

Tinder CPO Mark Van Ryswyk announced the plan back in April during an interview with Fast Company, and its release was confirmed during a company earnings call on Tuesday as reported by TechCrunch. The move was reportedly inspired by the success Tinder’s parent company, Match Group, had after their acquisition of The League last summer.

The League, which describes itself as “a selective and high-quality dating and social networking community,” offers plans that cost anywhere from $300 to $1,000 monthly. Van Ryswyk told Fast Company that League’s usership data indicated to him that there are “high intent members” of the online dating community who will pay a surcharge for a more curated dating experience.

In a letter to shareholders this week, Tinder announced that Vault plans will be significantly more expensive than any of the plans currently on offer within the app. This is due to the additional benefits the service carries, though no further details have been released. Vault will initially appear this fall in a handful of markets, adding to its exclusivity.

Tinder also announced plans to realign itself to appeal more to Gen Z users, who “seek inclusivity, as well as greater authenticity and more dimensionality” than millennials when it comes to dating, the company has found. These additions will include “prompts, quizzes, and conversation starters,” which the company hopes will engage users for a longer period of time. Those features are expected to roll out before the end of August.