Through this partnership, Match Group:
  • Reached over 1,000 global leaders across functions and brands with adaptive leadership experiences
  • Built internal DEI leadership capacity and developed branded, scalable toolkits
  • Embedded inclusive design principles into product and marketing lifecycles
  • Activated ERG insights to inform brand voice and cross-cultural relevance
  • Operationalized equity in hiring, community safety, and AI ethics
  • Strengthened alignment across executive and functional leadership through shared language and measurable commitments

Firefly’s integrated approach helped Match Group move from aspiration to implementation—embedding equity across product, people, and leadership.

RESULTS

As the parent company of global dating platforms like Tinder, Hinge, OkCupid, Match.com, and Plenty of Fish, Match Group understood the profound role their products play in shaping belonging, identity, and connection across cultures. They sought a strategic partner to help evolve leadership capabilities, embed equity into their product and brand strategies, and build systems-level DEI capacity across the enterprise.

With over 1,000 leaders, managers, and ICs across brands and geographies, the organization needed an integrated solution that could meet the distinct needs of each business unit while aligning to a broader commitment to inclusion, safety, and innovation.

BUSINESS NEEDS

Approach

Firefly partnered with Match Group through a multi-year, multi-pronged engagement—combining adaptive leadership development, strategic audits, product equity work, and inclusive design implementation.

We launched with a global Adaptive Leadership Summit, offering in-person and virtual sessions to over 1,000 leaders across Match Group brands. The program built shared language, emotional intelligence, and adaptive capacity across all leadership levels, with a special focus on decision-making under uncertainty and values-aligned action.

Alongside leadership development, Firefly served as an embedded DEI partner, supporting core business functions and brand teams across:
  • Inclusive product audits and product equity benchmarking (Tinder, Plenty of Fish, Match.com)
  • Human-centered brand strategy and cross-functional stakeholder mapping
  • Development of an Inclusive Marketing Toolkit informed by ERG voices
  • AI risk assessment through an equity lens
  • Bias mitigation and cultural competence training for community engagement and member experience teams
  • Redesign of inclusive hiring practices and talent acquisition playbooks

Programs were tailored to regional and functional contexts, including global rollouts in North America, Europe, the Middle East, and Asia-Pacific.

Firefly stepped in with exactly the kind of clarity and care we needed. They helped us align our leadership, product, and people strategies across Tinder, Plenty of Fish, and other Match brands, reaching over 1,000 leaders with real, practical tools for navigating change and modeling inclusion.

CLIENT PERSPECTIVES

We needed more than a training vendor—we needed a partner who could scale DEI across brands, functions, and geographies in a way that felt meaningful and connected. Firefly stepped in with exactly the kind of clarity and care we needed. They helped us align our leadership, product, and people strategies across Tinder, Plenty of Fish, and other Match brands, reaching over 1,000 leaders with real, practical tools for navigating change and modeling inclusion.

What set them apart was their ability to speak both the language of strategy and the language of lived experience. Whether it was inclusive marketing, AI risk audits, or leadership coaching, Firefly delivered with depth, flexibility, and a fierce commitment to impact. They became a thought partner to our executive team and a trusted advisor across our ecosystem. We’re a stronger, more values-aligned company because of this work.

DEI Leader, Match Group

CLIENT TESTIMONIAL

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