Sniffies, a map-based platform designed for gay, bisexual, and non-heterosexual men to connect in real time, has secured a $100 million minority investment from Match Group. The deal includes an option for Match Group to acquire the remaining equity in the future, signaling strong long-term conviction in the platform and the segment it serves.
The platform has grown to an estimated 3 million monthly active users globally, with more than 20 million messages sent daily. Its real-time, map-based experience is built around proximity and intent, allowing users to discover and connect with others nearby without the friction of traditional swipe-based apps.
Sniffies will continue to operate independently and remain founder-led following the investment. Match Group has applied a similar approach in the past, first investing in Hinge in 2017 before acquiring the company outright in late 2018.
The funding will support product improvements, network expansion, and continued investment in Trust and Safety features for the platform’s community.
Match Group, which operates a global portfolio of dating brands including Tinder, Hinge, OkCupid, and BLK, framed the investment as consistent with its strategy of backing platforms with strong product-market fit that are authentic to their audiences. Sniffies has also expanded beyond the app itself, building a broader cultural presence through apparel, global events, and original content including the Cruising Confessions podcast.
Support: Wolfson Partners served as the financial advisor to Sniffies.
KEY QUOTES:
“From the first time I met the Sniffies team a year ago, it was clear they had a deep understanding of their users and a strong point of view on how its community actually connects, in a way that’s honest and unapologetic. That conviction has only strengthened over time as we’ve seen how thoughtfully they’ve built the product. There’s also clear and growing demand in this space, and Sniffies feels genuinely different and authentic to its audience. We’re excited to support the founders as they continue to build on their vision.”
Spencer Rascoff, Chief Executive Officer, Match Group
“This investment allows us to keep building for our community while staying true to what makes Sniffies unique. From day one, our focus has been on creating a product that reflects what our users are looking for, and that won’t change. With Match Group’s support, we can move faster on improving the product and expanding our network, while continuing to invest in Trust & Safety and giving our users more of what they’re looking for.”
Blake Gallagher, Founder and CEO, Sniffies
