From a worry
to a question
worth building on
The strategy for Kindling, in five moves — the situation, the struggle, the shift, the problem worth solving, and where it goes next.
Where you are, and where you need to go.
A challenger with single-digit share, standing in a category that shrank 16% in the UK in a year and is losing Gen Z.
The app Gen Z reaches for next — growing downloads, read as the one that gets them.
Kindling is briefed to shout louder inside a story Gen Z already walked out of.
Everyone has tried these apps and almost nobody stays — 39% ever, 7% now. Every brand tells the same story, and it ends at the match. The search itself moved to where meeting someone costs something: the run club, not the swipe.
The move: stop competing for the match. Own what comes after it.
A louder campaign fighting for the swipe, in the one part of dating every rival already crowds.
The app for the morning after — the weeks between the first date and being a couple, that no product owns.
If every story ends at the match, whose story is the morning after?
Kept on the table: what would you build if the enemy is the 7am run club, not the other apps?
Build Kindling's fame as the app for the fire you tend — the one that carries a match into something real, where every rival hands you back at the kiss.
Its own name already argues for it: tinder is the spark that burns out, kindling is what keeps the fire lit.
Three jobs turn the question into a brand.
Follow it one step further — the question, built into a product →