Hinge is taking a hard left swipe at its own business model. The dating app relaunched Tuesday from a free swiping app into a members-only company — for $7 per month.

Instead of competing with the likes of Tinder, Bumble and Happn (to name a few), Hinge has rebranded itself as the or eHarmony for the next generation. While some apps define themselves as a way to “meet people” or “discover people,” Hinge is now a relationships app.

“When I started Hinge in 2011, there were no other dating apps period. It felt like at this point, there were so many swipey, game apps, and we were just another one,” Justin McLeod, founder and CEO, told Mashable. “There was a moment when we started reflecting, ‘Is this really what we set out to build?'” Read more…

More about Justin Mcleod, Startups, Apps And Software, Business, and Tinder

View post: 

Hinge relaunches as a paid members-only relationships app, moving away from Tinder