Hinge is teaming up with Esther Perel to rethink dating prompts
Need help sparking conversation on Hinge? Esther Perel has some questions for you. The renowned psychotherapist and relationship expert is celebrated for opening up vibrant, vulnerable conversations between couples. Now, she’s helping Hinge bring that same energy to new matches. Users can answer Hinge’s “My World” prompts—a collection of 10 recently added questions designed to help daters share more of themselves on their profiles. “[The prompts] are intended to help someone reading them have a bit more imagination about how your world and their world might connect,” says Jackie Jantos, Hinge’s president and chief marketing officer. “Esther contributed what she knows about getting into deeper, more intimate conversation.” How Esther Perel is fueling Hinge connections Hinge’s “My World” prompts encourage daters to open up about their lives and relationships. They touch on friendships (“In my friend group, I’m the one who . . .”), family (“An award my family would give me . . .”), and even pets—one prompt asks what your pet might think of you. That sense of play is central to Perel’s philosophy, which deepens connection through storytelling. Hinge spent “a number of years” in conversation with Perel, Jantos says. Prompts were the right area to collaborate, as they are where users are already sharing personal insights. “Esther is a deep practitioner in the relationship space with decades of experience, and we also have a deep learning and insight around how people engage in relationships,” Jantos says. “It was a nice opportunity to finally do something together.” The new prompts won’t feature Perel’s name or any special branding. They’re meant to blend in seamlessly with Hinge’s existing prompts and will replace 10 underperforming ones. (Jantos isn’t concerned about losing those; Hinge’s data showed they were the least likely to spark conversation.) The “My World” prompts are expected to remain on the app indefinitely. Who likes prompts, anyways? These new prompts reinforce Hinge’s focus on written conversation. Unlike Tinder and Bumble, where writing is optional, Hinge requires users to answer three prompts in full. That built-in friction is intentional. “Our onboarding experience is long, it takes a while, but that is by design,” Jantos says. “We are asking people to put in a level of effort, because the community on Hinge is intended to be high-intention daters.” Jantos frequently refers to the idea of romantic “momentum.” One good conversation can spark another, which can eventually lead to meeting in person. Prompts help ensure those conversations aren’t dull. The numbers back that up: In 2024, likes on prompt responses were 47% more likely to lead to a date than likes on photos. Dry messaging is a common pain point on dating apps, particularly for Gen Zers, who often report fatigue with online dating. Some apps, including Tinder—also owned by Match Group—have seen user declines among younger generations. Match Group’s new CEO Spencer Rascoff addressed the shift, saying Gen Z is different: “It’s not a hookup generation. They don’t drink as much alcohol, they don’t have as much sex.” Match Group’s year-over-year revenue was down 3% in Q1 of 2025, Rascoff’s first full quarter. Despite this generational shift, Hinge has grown with Gen Z, which now makes up 56% of its user base. Jantos highlights the company’s work to meet Gen Zers’ needs—from pandemic-era social setbacks to evolving views on gender and relationships. Strong prompts are part of that mission. “Hinge was initially designed for a millennial audience, and we’ve had to continually iterate to bring the app closer to Gen Z’s mentality,” Jantos says. “Gen Z is looking for intentioned relationships. I do think they need some support in product experiences that are guiding them toward that.”
Need help sparking conversation on Hinge? Esther Perel has some questions for you.
The renowned psychotherapist and relationship expert is celebrated for opening up vibrant, vulnerable conversations between couples. Now, she’s helping Hinge bring that same energy to new matches. Users can answer Hinge’s “My World” prompts—a collection of 10 recently added questions designed to help daters share more of themselves on their profiles.
“[The prompts] are intended to help someone reading them have a bit more imagination about how your world and their world might connect,” says Jackie Jantos, Hinge’s president and chief marketing officer. “Esther contributed what she knows about getting into deeper, more intimate conversation.”
How Esther Perel is fueling Hinge connections
Hinge’s “My World” prompts encourage daters to open up about their lives and relationships. They touch on friendships (“In my friend group, I’m the one who . . .”), family (“An award my family would give me . . .”), and even pets—one prompt asks what your pet might think of you.
That sense of play is central to Perel’s philosophy, which deepens connection through storytelling. Hinge spent “a number of years” in conversation with Perel, Jantos says. Prompts were the right area to collaborate, as they are where users are already sharing personal insights.
“Esther is a deep practitioner in the relationship space with decades of experience, and we also have a deep learning and insight around how people engage in relationships,” Jantos says. “It was a nice opportunity to finally do something together.”
The new prompts won’t feature Perel’s name or any special branding. They’re meant to blend in seamlessly with Hinge’s existing prompts and will replace 10 underperforming ones. (Jantos isn’t concerned about losing those; Hinge’s data showed they were the least likely to spark conversation.) The “My World” prompts are expected to remain on the app indefinitely.
Who likes prompts, anyways?
These new prompts reinforce Hinge’s focus on written conversation. Unlike Tinder and Bumble, where writing is optional, Hinge requires users to answer three prompts in full. That built-in friction is intentional.
“Our onboarding experience is long, it takes a while, but that is by design,” Jantos says. “We are asking people to put in a level of effort, because the community on Hinge is intended to be high-intention daters.”
Jantos frequently refers to the idea of romantic “momentum.” One good conversation can spark another, which can eventually lead to meeting in person. Prompts help ensure those conversations aren’t dull. The numbers back that up: In 2024, likes on prompt responses were 47% more likely to lead to a date than likes on photos.
Dry messaging is a common pain point on dating apps, particularly for Gen Zers, who often report fatigue with online dating. Some apps, including Tinder—also owned by Match Group—have seen user declines among younger generations.
Match Group’s new CEO Spencer Rascoff addressed the shift, saying Gen Z is different: “It’s not a hookup generation. They don’t drink as much alcohol, they don’t have as much sex.” Match Group’s year-over-year revenue was down 3% in Q1 of 2025, Rascoff’s first full quarter.
Despite this generational shift, Hinge has grown with Gen Z, which now makes up 56% of its user base. Jantos highlights the company’s work to meet Gen Zers’ needs—from pandemic-era social setbacks to evolving views on gender and relationships. Strong prompts are part of that mission.
“Hinge was initially designed for a millennial audience, and we’ve had to continually iterate to bring the app closer to Gen Z’s mentality,” Jantos says. “Gen Z is looking for intentioned relationships. I do think they need some support in product experiences that are guiding them toward that.”
