“it was pretty organic so I wish I could say you know we had this graphic... I think it was more of an organic process of launching one subscription seeing how it does figuring out what are the things that people really value in that bundle”

Build Tiers Organically From User Behavior — Tinder Did Not Plan A Three-Tier Model

Tinder Plus came first; Gold followed when the team identified what users valued most in that bundle; Platinum was created after noticing heavy spenders who wanted more utility, not just status. Start with one tier, study what people value and what they skip, and build the next tier from real usage signals — not a whiteboard model drawn before launch.