Hinge, president and CMO Jackie Jantos.
Image: Evelyn Freja
In her four years at Hinge, president and CMO Jackie Jantos has repeatedly courted users with real-life love stories of couples who met on the dating app—messiness, confusion, and awkwardness included.
It’s all in the service of proving to daters that it’s still possible to find love through the app—if they’re willing to put themselves out there and move beyond digital interactions.
“People look at stories around relationships in media. Culture becomes fascinated by stories that are really far from everyone’s reality, and [that] doesn’t necessarily do a service to young people who want to be in a relationship,” says Jantos, who, before Hinge spent a collective 12 years in brand and creative at Coca-Cola and Spotify. “[We want to] celebrate how imperfect and unexpected real relationships are.”
In May 2025, the company launched the second iteration of its “No Ordinary Love” campaign, which capitalised on booming interest in romance writing by retelling the stories of real-life couples via a series on Substack.
The series had entries from literary darlings like Hunter Harris and Tomasz Jedrowski, which were collected into a limited-edition hardcover book and supported via subway ads in New York, Los Angeles, and Washington, D.C. Told from the perspective of both parties, the meet-cute stories served as an example to users of the possibilities of taking their online romance into the real world.
In an effort that showcased the potential matches hiding in plain sight, Jantos oversaw the second version of “It’s Funny We Met on Hinge.” The campaign highlights couples who connected on Hinge after either knowing each other earlier in life or seeing one another at a store or event.
Both campaigns dovetail into Hinge’s tagline, “Designed to Be Deleted,” which underscores that Hinge is not about endless swiping but finding meaningful connections.
The emphasis that Jantos has placed on that motto through marketing has helped Hinge become the crown jewel of parent company Match Group’s portfolio. Its direct revenue in Q3 2025 was up 27% year over year to $185 million, with 17% growth in paying users.
“We live in a world where technology is encouraging us to spend less and less time in-person with each other,” she says. “We have this founder who has built an app focused on getting people off the app and into dates. Everything we measure is oriented towards that goal.”
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ABOUT THE AUTHOR
Yasmin Gagne is a staff editor at Fast Company and the co-host of the magazine’s flagship weekly podcast Most Innovative Companies. She has written investigative features and essays on companies including Rent The Runway, WeightWatchers, Compass, Yuga Labs and Victoria’s Secret