# Bumble Inc. (BMBL)

Informational only - not investment advice.

CIK: 0001830043
SIC: 7370 Services-Computer Programming, Data Processing, Etc.
SIC breadcrumb: [Services](/division/I/) > [Business Services](/major-group/73/) > [SIC 7370 Services-Computer Programming, Data Processing, Etc.](/industry/7370/)
Latest 10-K filed: 2026-03-16
SEC page: https://www.sec.gov/edgar/browse/?CIK=1830043
Filing source: https://www.sec.gov/Archives/edgar/data/1830043/000183004326000027/bmbl-20251231.htm

## At a glance

FY2025 · period end 2025-12-31 · filed 2026-03-16 · accession 0001830043-26-000027 · source: https://data.sec.gov/api/xbrl/companyfacts/CIK0001830043.json

| Metric | Value | FY | Provenance |
| --- | ---: | ---: | --- |
| Revenue | 965,658,000 USD | 2025 | verified |
| Net income | -693,138,000 USD | 2025 | verified |
| Assets | 1,425,078,000 USD | 2025 | verified |
| Net margin | -71.78% | 2025 | computed |
| Operating margin | -83.44% | 2025 | computed |
| Revenue YoY | -9.89% | 2025 | computed |
| ROE | -121.60% | 2025 | computed |

Computed values are grepcent-computed from the verified facts above and may differ from ratios the company itself reports. Net margin = net income ÷ revenue. Operating margin = operating income ÷ revenue. Revenue YoY = FY2025 revenue ÷ FY2024 revenue − 1 (consecutive fiscal years only). ROE = net income ÷ period-end stockholders' equity.

No market price, no rating, no forecast on this site. Not investment advice.

### Peer percentile fingerprint

| Ratio | BMBL | Peer median | Percentile | N |
| --- | ---: | ---: | ---: | ---: |
| Net margin | -71.8% | 2.4% | 3 | 31 |
| Operating margin | -83.4% | 4.2% | 3 | 31 |
| Revenue growth | -9.9% | 5.5% | 0 | 32 |
| ROE | -121.6% | 4.5% | 0 | 27 |
| ROA | -48.6% | 1.6% | 0 | 32 |
| Liabilities / equity | 1.31 | 1.05 | 54 | 27 |
| Current ratio | 2.21 | 1.98 | 55 | 32 |

Percentile = share of the N covered peers reporting that ratio whose value is lower (ties counted half); computed among grepcent-covered companies in SIC industry 7370 Services-Computer Programming, Data Processing, Etc., not the whole market. A higher percentile means a higher value of the ratio, not a better company. Ratios with fewer than 8 reporting peers are omitted. Latest reported values per company; fiscal periods may differ. Descriptive arithmetic - not a score, rating, or ranking.

## Selected Fundamentals
| Metric | Value | Unit | FY | Filed |
| --- | ---: | --- | ---: | --- |
| Revenue | 965658000 | USD | 2025 | 2026-03-16 |
| Net income | -693138000 | USD | 2025 | 2026-03-16 |
| Assets | 1425078000 | USD | 2025 | 2026-03-16 |

## Financials

Annual standardized facts from SEC companyfacts as of latest extracted filing date 2026-03-16. Source: https://data.sec.gov/api/xbrl/companyfacts/CIK0001830043.json. Derived margins, ratios, and free cash flow are computed from the extracted annual SEC facts.

| Metric | 2019 | 2020 | 2021 | 2022 | 2023 | 2024 | 2025 |
| --- | ---: | ---: | ---: | ---: | ---: | ---: | ---: |
| Revenue | 488,940,000 | 539,546,000 | 760,910,000 | 903,503,000 | 1,051,830,000 | 1,071,643,000 | 965,658,000 |
| Net income | 66,146,000 | -110,299,000 | 309,815,000 | -79,746,000 | -4,213,000 | -557,008,000 | -693,138,000 |
| Operating income | 93,253,000 | -77,238,000 | -134,683,000 | -102,844,000 | 53,373,000 | -700,474,000 | -805,778,000 |
| Diluted EPS | 0.00 | -0.04 | 1.45 | -0.62 | -0.03 | -4.61 | -5.95 |
| Operating cash flow | 101,392,000 | 53,069,000 | 104,837,000 | 132,941,000 | 182,086,000 | 123,441,000 | 250,366,000 |
| Share buybacks | 0.00 | 0.00 | 1,018,365,000 | 0.00 | 112,830,000 | 192,113,000 | 28,682,000 |
| Assets |  | 3,637,268,000 | 3,776,996,000 | 3,692,621,000 | 3,625,127,000 | 2,524,887,000 | 1,425,078,000 |
| Liabilities |  | 1,552,487,000 | 1,307,227,000 | 1,239,042,000 | 1,287,854,000 | 1,175,833,000 | 743,969,000 |
| Stockholders' equity |  | 2,083,973,000 | 1,608,196,000 | 1,627,815,000 | 1,635,015,000 | 824,535,000 | 569,993,000 |
| Cash and cash equivalents | 57,449,000 | 128,029,000 | 369,175,000 | 402,559,000 | 355,642,000 | 204,319,000 | 175,760,000 |

### Ratios

ROE and ROA use period-end equity/assets. Liabilities / equity uses total liabilities divided by stockholders' equity. Current ratio uses current assets divided by current liabilities when both are reported.

| Metric | 2019 | 2020 | 2021 | 2022 | 2023 | 2024 | 2025 |
| --- | ---: | ---: | ---: | ---: | ---: | ---: | ---: |
| Net margin | 13.53% | -20.44% | 40.72% | -8.83% | -0.40% | -51.98% | -71.78% |
| Operating margin | 19.07% | -14.32% | -17.70% | -11.38% | 5.07% | -65.36% | -83.44% |
| Return on equity |  | -5.29% | 19.26% | -4.90% | -0.26% | -67.55% | -121.60% |
| Return on assets |  | -3.03% | 8.20% | -2.16% | -0.12% | -22.06% | -48.64% |
| Liabilities / equity |  | 0.74 | 0.81 | 0.76 | 0.79 | 1.43 | 1.31 |
| Current ratio |  | 1.04 | 2.67 | 2.37 | 2.01 | 2.47 | 2.21 |

## As-reported value updates

4 tracked differences above grepcent's stated thresholds were found between the earliest XBRL-filed value and the value currently on file for the same fiscal period.

Ledger: /company/BMBL/revisions/


## Quarterly

Quarterly standardized facts from SEC companyfacts as of latest extracted filing date 2026-08-06. Source: https://data.sec.gov/api/xbrl/companyfacts/CIK0001830043.json.

Flow metrics use discrete quarter-length periods from 10-Q/10-Q/A filings. Q4 revenue and net income are derived only when annual FY and nine-month YTD facts exist for the same fiscal year; derived Q4 values are labeled. EPS Q4 is not derived.

| Quarter | End date | Revenue | Net income | Diluted EPS | Method |
| --- | --- | ---: | ---: | ---: | --- |
| 2022-Q2 | 2022-06-30 |  |  | -0.03 | reported discrete quarter |
| 2022-Q3 | 2022-09-30 |  |  | 0.14 | reported discrete quarter |
| 2023-Q2 | 2023-06-30 |  |  | 0.05 | reported discrete quarter |
| 2023-Q3 | 2023-09-30 | 275,510,000 | 16,671,000 | 0.12 | reported discrete quarter |
| 2023-Q4 | 2023-12-31 | 273,637,000 | -26,026,000 |  | derived Q4 = FY annual - nine-month YTD |
| 2024-Q1 | 2024-03-31 | 267,775,000 | 24,617,000 | 0.19 | reported discrete quarter |
| 2024-Q2 | 2024-06-30 | 268,615,000 | 27,395,000 | 0.22 | reported discrete quarter |
| 2024-Q3 | 2024-09-30 | 273,605,000 | -613,199,000 | -5.11 | reported discrete quarter |
| 2024-Q4 | 2024-12-31 | 261,648,000 | 4,179,000 |  | derived Q4 = FY annual - nine-month YTD |
| 2025-Q1 | 2025-03-31 | 247,101,000 | 13,444,000 | 0.13 | reported discrete quarter |
| 2025-Q2 | 2025-06-30 | 248,229,000 | -253,744,000 | -2.45 | reported discrete quarter |
| 2025-Q3 | 2025-09-30 | 246,163,000 | 37,338,000 | 0.33 | reported discrete quarter |
| 2025-Q4 | 2025-12-31 | 224,165,000 | -490,176,000 |  | derived Q4 = FY annual - nine-month YTD |
| 2026-Q1 | 2026-03-31 | 212,383,000 | 45,211,000 | 0.34 | reported discrete quarter |
| 2026-Q2 | 2026-06-30 | 210,526,000 | -110,057,000 | -0.84 | reported discrete quarter |

## Filed narrative (10-K & 10-Q)

## Business

Verbatim Item 1 Business section from BMBL's latest 10-K: [/company/BMBL/business/](/company/BMBL/business/).

## Risk Factors

Verbatim Item 1A Risk Factors from BMBL's latest 10-K: [/company/BMBL/risk-factors/](/company/BMBL/risk-factors/).

## Latest quarter (10-Q)

Latest 10-Q source: https://www.sec.gov/Archives/edgar/data/1830043/000183004326000104/bmbl-20260630.htm

Extracted structurally from real Item 2 body heading to real Item 3/4 boundary. Published MD&A gate trimmed front/tail over-capture.
Confidence: high
Filing date: 2026-08-06
Report date: 2026-06-30

Item 2. Management’s Discussion and Analysis of Financial Condition and Results of Operations.

You should read the following discussion and analysis of the financial condition and results of operations of Bumble Inc. in conjunction with our unaudited condensed consolidated financial statements and related notes included elsewhere in Part I, “Item 1 – Financial Statements (Unaudited).” This discussion contains forward-looking statements that involve risks and uncertainties about our business and operations. Our actual results could differ materially from those discussed in the forward-looking statements. Factors that could cause or contribute to these differences include, without limitation, those discussed in this Management’s Discussion and Analysis of Financial Condition and Results of Operations and those identified under “Special Note Regarding Forward-Looking Statements” herein and Part I, “Item 1A—Risk Factors" in our 2025 Form 10-K.

Overview

We provide online dating and social networking applications through free, subscription and in-app purchases of products servicing North America, Europe and various other countries around the world. Bumble operates a family of apps, including Bumble, BFF and Badoo. Bumble app, launched in 2014, is one of the first dating apps built with women at the center. Bumble app is a leader in the online dating sector across several countries, including the United States, the United Kingdom, Australia and Canada. Badoo app, launched in 2006, was one of the pioneers of web and mobile free-to-use dating products. Badoo app’s focus is to make finding meaningful connections easy, fun and accessible for a mainstream global audience. Badoo app continues to be a market leader in several countries in Europe and Latin America. Building on the BFF mode in Bumble app, in July 2023, we officially launched a standalone Bumble For Friends app, which we relaunched in September 2025 as BFF in the United States, our dedicated app for friend-finding, group connections and community-building.

Quarter ended June 30, 2026 Consolidated Results

For the three months ended June 30, 2026 and 2025, we generated:

•Total revenue of $210.5 million and $248.2 million, respectively;

•Bumble App Revenue of $171.7 million and $201.4 million, respectively;

•Badoo App and Other Revenue of $38.8 million and $46.8 million, respectively;

•Net loss of $127.9 million, or (60.7)% of revenue, which included a $169.3 million impairment charge, compared to net loss of $367.0 million, or (147.8)% of revenue, which included a $404.9 million impairment charge; and

•Adjusted EBITDA of $72.9 million and $94.6 million, respectively, representing Adjusted EBITDA margins of 34.6% and 38.1%, respectively.

Year-to-Date ended June 30, 2026 Consolidated Results

For the six months ended June 30, 2026 and 2025, we generated:

•Total revenue of $422.9 million and $495.3 million, respectively;

•Bumble App Revenue of $344.4 million and $403.2 million, respectively;

•Badoo App and Other Revenue of $78.5 million and $92.1 million, respectively;

•Net loss of $75.3 million, or (17.8)% of revenue, which included a $169.3 million impairment charge, compared to net loss of $347.2 million, or (70.1)% of revenue, which included a $408.5 million impairment charge;

•Adjusted EBITDA of $155.5 million and $159.0 million, respectively, representing Adjusted EBITDA margins of 36.8% and 32.1%, respectively;

•Net cash provided by operating activities of $130.9 million and $114.5 million, respectively *; and

•Free cash flow of $124.9 million and $108.6 million, respectively, representing free cash flow conversion of 80.3% and 68.3%, respectively.

* Operating cash flow conversion rate was not meaningful for the year-to-date periods.

For a reconciliation of Adjusted EBITDA, Adjusted EBITDA margin, Free Cash Flow and Free Cash Flow Conversion, which are all non-GAAP measures, to the most directly comparable GAAP financial measures, information about why we consider Adjusted EBITDA, Adjusted EBITDA margin, free cash flow and free cash flow conversion useful and a discussion of the material risks and limitations of these measures, please see “Non-GAAP Financial Measures.”

29

Key Operating and Financial Metrics

We regularly review a number of metrics, including the following key operating and financial metrics, to evaluate our business, measure our performance, identify trends in our business, prepare financial projections and make strategic decisions. We believe these non-GAAP and operational measures are useful in evaluating our performance, in addition to our financial results prepared in accordance with GAAP. See “Non-GAAP Financial Measures” for additional information on non-GAAP financial measures and a reconciliation to the most comparable GAAP measures.

The following metrics were calculated excluding paying users of and revenue generated from Official, advertising and partnerships or affiliates. The Bumble For Friends app was relaunched as BFF in the United States in September 2025. The Company has not sought to generate revenue from the BFF app and therefore it is excluded from our key operating metrics as of June 30, 2026.

[[GREPCENT_TABLE]]
[["(In thousands, except ARPPU)","","Three Months Ended June 30, 2026","","Three Months Ended June 30, 2025","","Six Months Ended June 30, 2026","","Six Months Ended June 30, 2025"],["Bumble App Paying Users","","2,077.1","","","2,499.8","","","2,079.6","","","2,604.1"],["Badoo App and Other Paying Users","","1,080.1","","","1,277.4","","","1,082.2","","","1,291.9"],["Total Paying Users(1)","","3,157.2","","","3,777.2","","","3,161.7","","","3,896.0"],["Bumble App Average Revenue per Paying User","","$","27.55","","","$","26.85","","","$","27.60","","","$","25.81"],["Badoo App and Other Average Revenue per Paying User","","$","11.21","","","$","11.57","","","$","11.23","","","$","11.14"],["Total Average Revenue per Paying User","","$","21.96","","","$","21.69","","","$","22.00","","","$","20.94"]]
[[/GREPCENT_TABLE]]

(1) The sum of individual metrics may not always equal total amounts indicated due to rounding.

[[GREPCENT_TABLE]]
[["(In thousands, except per share data and percentages)","","Three Months Ended June 30, 2026","","Three Months Ended June 30, 2025","","Six Months Ended June 30, 2026","","Six Months Ended June 30, 2025"],["Condensed Consolidated Statements of Operations Data:"],["Revenue","","$","210,526","","","$","248,229","","","422,909","","","495,330"],["Net loss","","(127,893)","","","(366,983)","","","(75,271)","","","(347,152)"],["Net loss attributable to Bumble Inc. shareholders","","(110,057)","","","(253,744)","","","(64,846)","","","(240,300)"],["Net loss per share attributable to Bumble Inc. shareholders"],["Basic loss per share","","$","(0.84)","","","$","(2.45)","","","$","(0.50)","","","$","(2.31)"],["Diluted loss per share","","$","(0.84)","","","$","(2.45)","","","$","(0.50)","","","$","(2.31)"]]
[[/GREPCENT_TABLE]]

[[GREPCENT_TABLE]]
[["(In thousands)","","June 30, 2026","","December 31, 2025"],["Condensed Consolidated Balance Sheets Data:"],["Total assets","","$","1,220,227","","","$","1,425,078"],["Cash and cash equivalents","","153,958","","","175,760"],["Long-term debt, net including current maturities","","451,041","","","588,465"]]
[[/GREPCENT_TABLE]]

Profitability and Liquidity

We use net earnings (loss) and net cash provided by (used in) operating activities to assess our profitability and liquidity, respectively. In addition to net earnings (loss) and net cash provided by (used in) operating activities, we also use the following measures:

•Adjusted EBITDA. We define Adjusted EBITDA as net earnings (loss) excluding income tax (benefit) provision, interest and derivative (gains) losses, net, depreciation and amortization expense, stock-based compensation expense, employer costs related to stock-based compensation, foreign exchange (gain) loss, changes in fair value of contingent earn-out liability, changes in fair value of investments in equity securities, transaction and other costs, litigation costs net of insurance reimbursements that arise outside of the ordinary course of business, tax receivable agreement liability remeasurement (benefit) expense, impairment charge, costs associated with restructuring and loss on extinguishment of debt. Adjusted EBITDA margin represents Adjusted EBITDA as a percentage of revenue.

30

•Free cash flow. We define free cash flow as net cash provided by (used in) operating activities less capital expenditures. Free cash flow conversion represents free cash flow as a percentage of Adjusted EBITDA.

Adjusted EBITDA, Adjusted EBITDA margin, free cash flow and free cash flow conversion are key measures we use to assess our financial performance and are also used for internal planning and forecasting purposes. We believe Adjusted EBITDA, Adjusted EBITDA margin, free cash flow and free cash flow conversion are helpful to investors, analysts and other interested parties because they can assist in providing a more consistent and comparable overview of our operations across our historical financial periods. In addition, these measures are frequently used by analysts, investors and other interested parties to evaluate and assess performance.

See “Non-GAAP Financial Measures” for additional information and a reconciliation of net earnings (loss) to Adjusted EBITDA and Adjusted EBITDA margin and net cash provided by (used in) operating activities to free cash flow.

Key Factors Affecting our Performance

Our results of operations and financial condition have been, and will continue to be, affected by a number of factors, including those discussed below.

Growth Strategy

As previously disclosed, we have implemented a business strategy and transformation plan intended to deliver durable member value and drive long-term sustainable revenue. As part of this strategy, we have focused on fostering a vibrant and healthy membership base and improving the member experience through product innovation, including modernizing our technology and increased use of artificial intelligence in our products and in the optimization of our operations. To align with these priorities, we have rebalanced our marketing investment, increasing our focus on brand and organic demand generation while optimizing performance marketing to efficiently acquire high-quality, incremental members who strengthen the health of our membership base. As we transition from the completion of the quality reset to our membership base, our primary focus has shifted to improving the member experience through product innovation, enabled by our ongoing investment in a more modern technology platform, including application re-architecture, migration to cloud hosting, and adoption of select vendor solutions to replace certain homegrown systems. As we address these areas of focus, our revenue and paying users have been, and may continue to be, negatively impacted in the short term. Furthermore, if we do not successfully implement this strategy, our business, financial condition and results of operations could be materially adversely affected.

See also “If we fail to retain existing members or add new members, or if our members decrease their level of engagement with our products or do not convert to paying users, our revenue, financial results and business may be significantly harmed” and “We are subject to certain risks as a mission-based company” in Part I, “Item 1A—Risk Factors—Risks Related to Our Brands, Products and Operations” of our 2025 Form 10-K.

Macroeconomic Conditions

Macroeconomic conditions, including the conflicts in Eastern Europe and the Middle East, slower growth or economic recession, changes to fiscal, monetary, and trade policy, including the introduction of higher tariffs by the U.S. government, inflationary pressures that may affect consumer spending, and fluctuations in foreign currency exchange rates, have

[Excerpt truncated for page length; source filing is linked above.]

## Latest 10-K MD&A (excerpt)

Latest 10-K Item 7 source: https://www.sec.gov/Archives/edgar/data/1830043/000183004326000027/bmbl-20251231.htm
Complete FY 2025 MD&A: /company/BMBL/mda/fy2025/

Extracted structurally from real Item 7 body heading to real Item 7A/8 boundary.
Confidence: high
Filing date: 2026-03-16
Report date: 2025-12-31

Item 7. Management’s Discussion and Analysis of Financial Condition and Results of Operations

You should read the following discussion and analysis of the financial condition and results of operations of Bumble Inc. in conjunction with our consolidated financial statements and the related notes included in Part II, “Item 8—Financial Statements and Supplementary Data” of this Annual Report on Form 10-K. This discussion contains forward-looking statements that involve risks and uncertainties about our business and operations. Our actual results could differ materially from those discussed in the forward-looking statements. Factors that could cause or contribute to these differences include without limitation those discussed in this Management’s Discussion and Analysis of Financial Condition and Results of Operations and those identified in Part I, “Item 1A—Risk Factors” of this Annual Report on Form 10-K.

Overview

We provide online dating and social networking applications through free subscription and in-app purchases of products servicing North America, Europe and various other countries around the world. Bumble operates a family of apps, including Bumble, BFF, and Badoo. Bumble app, launched in 2014, is one of the first dating apps built with women at the center. Bumble app is a leader in the online dating sector across several countries, including the United States, the United Kingdom, Australia and Canada. Badoo app, launched in 2006, was one of the pioneers of web and mobile free-to-use dating products. Badoo app’s focus is to make finding meaningful connections easy, fun and accessible for a mainstream global audience. Badoo app continues to be a market leader in several countries in Europe and Latin America. Building on the BFF mode in Bumble app, in July 2023, we officially launched a standalone Bumble For Friends app, which we relaunched in September 2025 as BFF in the United States, our dedicated app for friend-finding, group connections and community-building.

Overview of Financial Results

For the years ended December 31, 2025, 2024, and 2023, we generated:

•Total Revenue of $965.7 million, $1,071.6 million and $1,051.8 million, respectively;

•Bumble App Revenue of $783.0 million, $866.3 million, and $844.8 million, respectively;

•Badoo App and Other Revenue of $182.6 million, $205.4 million, and $207.1 million, respectively;

•Net loss of $895.3 million, or (92.7)% of revenue, which included a $1,039.0 million impairment loss, $768.4 million, or (71.7)% of revenue, which included an $892.2 million impairment loss, and $1.9 million, or (0.2)% of revenue, respectively;

•Adjusted EBITDA of $313.6 million, $304.1 million and $275.6 million, respectively, representing Adjusted EBITDA margins of 32.5%, 28.4% and 26.2%, respectively;

•Net cash provided by operating activities of $250.4 million, $123.4 million and $182.1 million, respectively; and

•Free cash flow of $238.7 million, $114.1 million and $167.2 million, respectively, representing free cash flow conversion of 76.1%, 37.5% and 60.7%, respectively.

For a reconciliation of Adjusted EBITDA, Adjusted EBITDA margin, Free Cash Flow and Free Cash Flow Conversion, which are all non-GAAP measures, to the most directly comparable GAAP financial measures, information about why we consider Adjusted EBITDA, Adjusted EBITDA margin, free cash flow and free cash flow conversion useful and a discussion of the material risks and limitations of these measures, please see “—Non-GAAP Financial Measures.”

Key Operating Metrics

We regularly review a number of metrics, including the following key operating metrics, to evaluate our business, measure our performance, identify trends in our business, prepare financial projections and make strategic decisions. We believe these operational measures are useful in evaluating our performance, in addition to our financial results prepared in accordance with GAAP. Refer to the section “Certain Definitions” at the beginning of this Annual Report for the definitions of our Key Operating Metrics.

The following metrics were calculated excluding paying users and revenue generated from Official, advertising and partnerships or affiliates. For periods prior to the fourth quarter of 2023, our key operating metrics exclude paying users and revenue generated from Fruitz; beginning in the fourth quarter of 2023, they include Fruitz through July 2025, when the business was sold. Prior period information and key operating metrics have not been recast to include paying users and revenue generated from Fruitz. Although the Bumble For Friends app was relaunched as BFF in the United States in September 2025, the Company continues to generate revenue

46

Table of Contents

from the legacy Bumble For Friends app. As of December 31, 2025, the BFF app has not generated any revenue and therefore is excluded from our key operating metrics.

[[GREPCENT_TABLE]]
[["(in thousands, except ARPPU)","Year Ended December 31, 2025","","Year Ended December 31, 2024","","Year Ended December 31, 2023"],["Bumble App Paying Users","2,434.4","","2,807.3","","2,517.4"],["Badoo App and Other Paying Users","1,237.7","","1,342.0","","1,203.3"],["Total Paying Users","3,672.1","","4,149.3","","3,720.7"],["Bumble App Average Revenue per Paying User","$","26.80","","","$","25.72","","","$","27.97"],["Badoo App and Other Average Revenue per Paying User","$","11.48","","","$","11.85","","","$","12.70"],["Total Average Revenue per Paying User","$","21.64","","","$","21.23","","","$","23.03"]]
[[/GREPCENT_TABLE]]

Key Factors Affecting our Performance

Our results of operations and financial condition have been, and will continue to be, affected by a number of factors that present significant opportunities for us but also pose risks and challenges, including those discussed below and elsewhere in this Annual Report on Form 10-K, particularly in Part I, “Item 1A—Risk Factors.”

Growth Strategy

As previously disclosed, we have implemented a new strategy and transformation plan intended to deliver durable member value and drive long-term sustainable revenue. As part of this strategy, we have focused on fostering a vibrant and healthy membership base, improving the member experience through product innovation, including modernizing our technology and increased use of artificial intelligence in our products and in the optimization of our operations. To align with these priorities, we have (a) strategically shifted away from paid member acquisition in favor of brand and organic investment and (b) limited performance marketing to targeted usage aimed at acquiring quality members who we believe will be additive to the health of our membership base. As we address these areas of focus, our member growth and success in attracting new members, member engagement and monetization may be negatively impacted. In addition, efforts to improve the health of our membership base, including trust and safety initiatives, such as the removal of bad actors from our apps, and strategically reducing paid performance marketing for member acquisition, have recently and may continue to adversely affect revenue and paying users in the short term. Furthermore, if we do not successfully implement our new strategy, our business, financial condition and results of operations could be materially adversely affected.

See also “If we fail to retain existing members or add new members, or if our members decrease their level of engagement with our products or do not convert to paying users, our revenue, financial results and business may be significantly harmed” and “We are subject to certain risks as a mission-based company” in Part I, “Item 1A—Risk Factors—Risks Related to Our Brands, Products and Operations” in this Annual Report on Form 10-K.

Growth in Monetization

Our apps monetize via a freemium model where the use of our service is free and a subset of our members pay for subscriptions or in-app purchases to access premium features. We acquire new members through investments in our brand, supported by strategic use of marketing and word of mouth from existing members and others. We convert these members to Paying Users by introducing premium features which maximize the probability of developing meaningful connections and improving their experience.

Our revenue growth primarily depends on Paying Users and ARPPU. We continually develop new monetization features and improve existing features in order to increase adoption of in-app purchases and our subscription programs striking a balance between the number of Paying Users and ARPPU. We also test new pricing strategies, including different pricing tiers and user segmentation and share those insights across our apps to optimize monetization. In 2025, we have experienced declines in paying users and revenue, which may limit near-term revenue growth and increase our reliance on a combination of future paying user growth, improvements in ARPPU, and monetization efficiency.

While we see opportunity for growth in our core online dating market driven by the steady growth of the global singles population, increasing adoption of online dating both in the United States and globally and increasing propensity to pay for online dating, we may also face challenges increasing our Paying Users. These challenges may include the prevailing global economic climate, competition from alternative products, lack of appealing product features, enforcement of restrictive payment policies from in-app payment systems provided by Apple and Google, and slower rates of growth in the online dating market.

Many variables will impact our ARPPU, including the number of Paying Users and mix of monetization offerings on our platform, as well as the effect of demographic shifts and geographic differences on all of these variables. Our pricing is in local currency and may

47

Table of Contents

vary between markets. As foreign currency exchange rates change, translation of the statements of operations into U.S. dollars could negatively impact revenue and distort year-over-year comparability of operating results. If paying users decline or ARPPU does not increase as expected, our revenue, results of operations and financial condition could be adversely affected.

Expansion into New Geographic Markets

We are focused on growing our platform globally, including through entering new markets and investing in under-penetrated markets. As we introduce Bumble app or BFF app to new markets throughout Europe, Asia, and Latin America, we can leverage the local insights and scale of Badoo app’s existing global footprint to efficiently enter new markets. Badoo app and BFF app can also leverage Bumble’s marketing expertise and strength in North America to support growth in that market.

Expanding into new geographies and in existing geographies will require increased investment in marketing, as well as localization of product features and services. Potential risks to our expansion into new geographies and in existing geographies will include ongoing compliance with evolving foreign laws and local regulatory requirements.

As we expand into certain new geographies, we may see an increase in members who prefer to access premium features through our in-app purchase options rather than through our subscription packages which could impact our ARPPU. We may also see a lower propensity to pay as we enter certain new markets.

Investing in Growth While Driving Long-Term Profitability

Our mission-driven strategy ensures that values guide our business decisions and our business performance enables us to drive impact through investment in technology, marketing and product innovation, balancing growth with long-term margins.

We expect to continue to invest in technology and product innovation to drive growth while improving margins over the long term. Key investment areas for our platform include artificial intelligence capabilities, including improving our match

[Excerpt truncated for page length; the complete text is on the linked full-MD&A page.]

Read the full FY 2025 MD&A: /company/BMBL/mda/fy2025/
All MD&A years: /company/BMBL/mda/


## MD&A history

Prior-year 10-K MD&A spans are extracted from SEC filings with the same bounded parser used for the latest filing. Each year's full verbatim text is on its own sub-page.

- [FY 2024 MD&A](/company/BMBL/mda/fy2024/): filed 2025-02-28; accession 0000950170-25-030151 (https://www.sec.gov/Archives/edgar/data/1830043/000095017025030151/bmbl-20241231.htm)
- [FY 2023 MD&A](/company/BMBL/mda/fy2023/): filed 2024-02-28; accession 0000950170-24-022104 (https://www.sec.gov/Archives/edgar/data/1830043/000095017024022104/bmbl-20231231.htm)
- [FY 2022 MD&A](/company/BMBL/mda/fy2022/): filed 2023-02-28; accession 0000950170-23-005080 (https://www.sec.gov/Archives/edgar/data/1830043/000095017023005080/bmbl-20221231.htm)
- [FY 2021 MD&A](/company/BMBL/mda/fy2021/): filed 2022-03-16; accession 0000950170-22-003960 (https://www.sec.gov/Archives/edgar/data/1830043/000095017022003960/bmbl-20211231.htm)




## Macro cross-references

Indicators mapped to this company's SIC classification (industry 7370 Services-Computer Programming, Data Processing, Etc.) by grepcent's deterministic macro-sector crosswalk. A navigational mapping, not a statistical or causal claim.

- [PAYEMS](/indicator/PAYEMS/): All Employees, Total Nonfarm
- [CES0500000003](/indicator/CES0500000003/): Average Hourly Earnings of All Employees, Total Private
- [DGS10](/indicator/DGS10/): Market Yield on U.S. Treasury Securities at 10-Year Constant Maturity

Macro-to-micro threads including this sector: [US labor market](/thread/us-labor-market/), [Growth & output](/thread/growth-output/), [Government finances](/thread/government-finances/), [Sector employment](/thread/sector-employment/).

All macro indicators: /indicators/


## For LLMs & downloads

Markdown twin: /company/BMBL.md · JSON record: /company/BMBL.json · verified financials: /company/BMBL/financials.json / /company/BMBL/financials.csv · machine TOC for the whole site: /llms.txt