"We're not here to capitalize on equality," Wolfe Herd said about Bumble's marketing.
"We don't need to slap 'The Future is Female' on a T-shirt and put it on our store." It had, however, posted the phrase to Instagram.
Around this time, the company also announced new antiharassment features.
In 2016 it banned shirtless mirror selfies ("offensive"), nude or underwear shots ("bad manners"), and shirtless or bikini photos taken indoors ("too similar to underwear").
A year later it outlawed hate speech and symbols as defined by the Anti-Defamation League and implemented photo verification to reduce catfishing.
(Sharon Stone was briefly kicked off Bumble in December when a user flagged her unverified account as a fake.)
After a string of mass shootings in 2018, Bumble banned photos of guns.
Every time the app rolled out a feature, it got great press—and, at least once, violent threats from readers of neo-Nazi website the Daily Stormer.
As with the message-first feature, it's hard to tell if these policies or new platforms helped women.
For example, Bumble announced Bizz in 2017 with a Wired UK cover and a dinner party in New York.
Kate Hudson and Karlie Kloss were there. Pop singer Fergie performed.
Wolfe Herd gave a speech about power lunches and old boys' clubs and how Bizz would give women agency over their jobs in the way Bumble had put them in charge of their relationships.
On Instagram the company said, "We're challenging sexism in the workplace." But when I tried it, I couldn't figure out how it was challenging anything.
For one thing, Bizz looked like a dating app; my face was more prominent than my professional credentials.
The people swiping right on my profile were overwhelmingly men whose careers had nothing to do with mine. One guy offered free Pilates classes.
Another said he was a "celebrity manager" and that I should swipe left if I was "boring and easily intimidated."
A third wanted to "connect with people who have innovative and creative ideas" and also sell me on his restaurant-recommendation app.
A fourth said he ran his parents' family-owned business but wouldn't say what it was.