Is it really written in the stars? This week, Bumble launched custom astrological content in-app on a weekly basis, with astrologer Aliza Kelly taking on the task of helping you find a star-crossed soul mate.

dubbed “Astrology Tuesday”, Bumble users in the US can go to the new astrology channel in the conversation screen in Bumble’s Date mode. There will be weekly updates giving users content such as zodiac dating guides, advice on deepening relationships, what your astrological chart really means, the exploration of your three major placements: sun, moon and rise, and more.

In addition, users engaged in the astrological content get free access to Bumble’s Zodiac Filter every Tuesday, allowing them to filter people with zodiac signs that are not compatible with theirs.

The company also told australiabusinessblog.com that there will be content around specific astrological events and how to navigate the different zodiac signs, as well as a chance to receive a personal compatibility reading from Aliza.

Brands have embraced astrology as an easy way to connect with consumers. The company’s partnership with an astrologer is Bumble’s effort to improve dating and relationship experiences.

Selby Drummond, Bumble’s Chief Brand Officer, said in a statement: “Since May, 78% of active Bumble members in the US have put a ‘Zodiac’ badge on their profile, telling us there is a huge appetite for more insights into possible connections created by astrology.”

Over time, as members become more involved, Bumble will “explore deeper features focused on compatibility,” the company revealed to australiabusinessblog.com.

While the new astrological content is trendy, it’s not exactly accurate when it comes to relationship compatibility.

In 2019, Bumble introduced Zodiac Badges so people could list their sun sign on their profile and filter matches based on whether they want to date confident Leos or compassionate Cancerians.

When the feature first launched, Allure’s resident astrologer Sophie Saint Thomas argued that Bumble appeared to be taking advantage of the trending interest.

“This doesn’t increase the chances of finding someone you really bond with…to cross all Libras just because you once dated someone who left a bad taste in your mouth, one in 12 cuts out possible matches for a pretty random reason. Most of us are in a place where we could use more opportunities for love, not less, so let’s not cancel people based on their sun sign alone,” Thomas wrote:.

Despite the critics, the company boasted that Zodiac Badges had taken off.

Bumble said adding your zodiac sign could increase your number of average monthly matches, according to US data. In 2021, astrology was one of the most popular profile badges on Bumble worldwide, the company added.

However, skeptics – or astrology atheists – took to Twitter to express their annoyance at the launch of Astrology Tuesdays:

Astrology is a controversial topic, and while it may seem fun and fun to some people, experts say making relationship decisions based solely on your sun sign is a bad move.

When the average person thinks of astrology, it’s usually a super simple version. Your sun sign is just one small aspect of a much more complex birth chart. In an interview with Fashionstated astrologer Diana Brownstone: “You should never reject a romantic relationship with someone just by their sun sign, moon sign or ascendant – because they can have other planets that match yours. It’s a whole science, and the longer you keep it studies, the faster and more accurately you can come to conclusions.”

According to Aliza Kelly’s site, the renowned astrologer, columnist and author has years of experience in astrology and has consulted thousands of clients about their birth chart. Getting Kelly on board as Bumble’s astrologer could be the company’s attempt to educate members who may have been misinformed about their zodiac signs.

That is, if you’re told Gemini isn’t compatible with your sun sign, maybe talk to them first instead of excluding them with a dating app filter.


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