Match Group invests $100M in Sniffies, a web-only platform for queer men with ~3M MAUs worldwide

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TLDR

  • Match Group is investing $100 million in Sniffies, a Seattle-based web-only platform for queer men.

Key Facts

  • Sniffies is a web-only platform with roughly 3 million monthly active users worldwide.
  • The platform is based in Seattle and targets queer men.
  • Match Group’s portfolio includes Hinge, Tinder, and Match.com.
  • The investment includes an option for a possible acquisition.

Why It Matters

  • The deal gives Match Group a foothold in a segment its existing apps do not directly serve.
  • A built-in acquisition option means the $100M investment could become a full buyout.

Samantha Kelly / Bloomberg · 2026-04-28 · Read the original

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