Bumble, the popular dating app, has announced that it will discontinue its two acquired apps, Fruitz and Official, to focus on its core businesses, Bumble and Badoo. The move was shared during the company's fourth-quarter earnings call on Wednesday, with CEO Lidiane Jones explaining that the decision allows the company to prioritize its core offerings.

The discontinuation of Fruitz, a French dating app, and Official, an app designed to help couples strengthen their relationships, may come as a surprise given Bumble's previous commitment to pursuing acquisitions as a way to drive growth. In the first quarter of 2024, the company expressed a strong commitment to this strategy, making the sudden reversal noteworthy.

The move is likely a response to the financial challenges facing the dating app industry, with Bumble and its competitors grappling with declining revenue and user disillusionment. During the earnings call, Bumble founder Whitney Wolfe Herd, who will be returning to lead the company in March, acknowledged the need to "reset" Bumble to focus on what truly works, prioritize safety measures, improve underlying technology, and introduce new features.

Wolfe Herd's return to the helm comes at a critical time, as the company faces increased scrutiny around safety measures, particularly in light of reports that competitors like Match have overlooked certain safety protocols. Bumble has announced plans to launch several new features, including a "Discover" tab, similar to Tinder, where users can find potential matches based on their interests, as well as a way for users to share their profiles in person.

Despite the challenges, Wolfe Herd remains committed to Bumble's core mission, stating that the company needs to "make sure that [removing rejection and filling confidence] is being initiated in every touch point of our product." The company's focus on safety and user experience will be crucial in regaining user trust and driving growth.

In addition to the app discontinuations, Bumble reported a 4.4% decline in overall revenue to $261.6 million, with revenue from the Bumble app decreasing by 3.8% to $212.4 million. The company's shares have fallen over 27% after reporting a disappointing first-quarter revenue forecast, with projected revenue between $242 million and $248 million, representing a decrease between 6% and 8%.

The move highlights the challenges facing the dating app industry, as companies struggle to adapt to changing user behaviors and preferences. As Bumble refocuses on its core business, it remains to be seen whether the company can regain its footing and drive growth in a increasingly competitive market.

With Wolfe Herd at the helm, Bumble is poised to make significant changes to its platform, prioritizing safety, user experience, and innovation. As the company navigates this critical period, its success will depend on its ability to adapt to the evolving dating app landscape and meet the changing needs of its users.