Happy hump day—an especially apropos greeting for today, when we’re honoring another woman-owned company that specializes in matchmaking: Bumble.

The woman-first dating app was founded by Whitney Wolfe Herd, one of the OG co-founders of Tinder who later left and sued Tinder for sexual harassment. Post-Tinder, she founded Bumble as a way of changing norms around dating—specifically the notion that men in a heterosexual pairing should be the first to make contact. She and her team designed Bumble with that in mind: on Bumble, for heterosexual matches, the woman has to reach out first or the match disappears in 24 hours.

In today’s #MeToo era, a woman-first approach gives women more power to avoid potential online harassment and unwanted pics. (And if you think women don’t face harassment and lots of disgusting behavior on dating apps, check out @byefelipe.) Giving women the responsibility to make first contact can be liberating, helping to shift the power dynamic in heterosexual relationships.

Beyond Bumble’s focus on dating, the app has branched out to provide two other services: an alternative outlet for networking, Bumble Bizz, and BFF Mode, which help users find platonic friends through the app.

The dating app, with Wolfe Herd at the helm, seems to be a brand driven by its values. This was especially apparent when Bumble banned photos of guns from its platform, arguing that using imagery of guns to attract a mate wasn’t in line with Bumble’s values.

Wolfe Herd and co. have proven themselves to be savvy marketers, too: the company just launched a New York ad blitz. From a Fast Company article about the recent campaign launch:

The ad campaign—which was created by an all-female crew and comes with its own built-in hashtag, #FindThemOnBumble—launched with a big splash that included taking over the cover of the New York Post. It also includes 500 outdoor placements, takeovers of a few New York subway stations, storefront incursions, illuminated double decker buses, and a half-million placements on coffee sleeves and pizza boxes. In short, if you’re anywhere near New York City, or follow anyone in New York City on social media, it’s a campaign that will be very hard to miss.

It’s further proof that when Wolfe Herd goes in, she goes all-in—which we can totally get behind.

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