Tinder Quietly Launches Lifestyle Website as Dating App Tops 4 Million Paying Subscribers

The company has tapped talent from Refinery29, Conde Nast, Rolling Stone and Cosmopolitan to help run the site

Tinder, the quick-swipe dating app launched in 2012, has branched out beyond its day job of connecting young, single millennials. The company is now planning to produce original video content through its recently launched lifestyle website, Swipe Life.

The move isn’t a play for ad dollars, according to Tinder’s director of content marketing Kelsey Blodget, who said Tinder’s core dating operation remains a “very healthy business.”

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