Swiped, the new biographical drama about the life of Whitney Wolfe Herd, the founder of dating app company Bumble (BMBL), is finally available on Hulu, a streaming platform owned by Disney (DIS). However, Bumble’s shares reacted only modestly to the news, trading 0.14% higher on Friday afternoon around 1:45 p.m. EDT.
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The drama, which follows the story of Herd as she navigates the male-dominated Silicon Valley to establish Bumble in 2014, premiered earlier this month at the 2025 Toronto International Film Festival. The biopic features English actress Lily James as Herd, alongside British actor Dan Stevens and American thespian Jackson White.
However, Wolfe Herd was not involved in the biopic’s making due to a non-disclosure agreement she signed after departing from Tinder (MTCH), a rival platform she co-founded. Herd left Tinder after accusing its leadership of sexual harassment and mistreatment (the parties eventually came to a settlement).
Bumble Fights Cost Problem
Meanwhile, the launch of the biopic comes as Bumble is implementing a major reorganization to deal with its declining revenue and user numbers. The company recently reported that paying users across all its platforms fell 11% to 3.8 million.
Bumble also posted a $254 million net loss in its Q2 2025 results, largely due to a $405 million asset write-down. Earlier in June, the Texas-based company trimmed its global team by 30% as part of measures to lower its cost base by over $100 million.
Furthermore, Bumble aims to prioritize core product innovation while staying flexible to adapt to market changes. This is even as the company is said to be developing an AI-powered matchmaking app. It is also planning new products like Bumble BFF targeted at Gen Z and younger millennials.
Is BMBL a Good Long-Term Investment?
Turning to Wall Street, Bumble’s shares have a Hold consensus recommendation on TipRanks. This is based on two Buys, 13 Holds, and two Sells assigned by 17 Wall Street analysts over the past three months. Moreover, the average BMBL price target of $6.75 indicates a 6% downside risk.
