Advertising revenue grew 44% to $25 million, aided by programmatic advertising and a large year-long direct brand campaign. CEO George Arison said Grindr regularly tests advertising placement, conversion mechanisms and product changes, tracking effects on revenue, user feedback and engagement. “Free users are the lifeblood of Grindr,” Arison said, adding that the company does not seek to convert as many users as possible into paying subscribers. Grindr has used tools including Cursor and Claude Code, and Arison said the company had recently seen significant adoption of Devin. Arison said the company aims to build stronger positive associations with Grindr and improve its ability to attract direct advertisers.