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Grindr hooks up with SAMY as influencer marketing agency of record. 22/10/2026 Gay social meeting app Grindr, serving the international GBTQ+ community, has appointed global social-first agency SAMY as its agency of record for US and global influencer marketing. Following a competitive pitch, SAMY is leading Grindr's US and global influencer strategy and execution, with a particular focus on strengthening brand reputation and relevance within GBTQ+ communities worldwide. Grindr books SAMY for influencer marketing. The work encompasses always-on editorial storytelling, timely community-led activations and major cultural events in the US and globally. It forms part of Grindr's ambitions in playing a more active role in creating and amplifying the right moments alongside communities, influencers, and creators. The partnership has already seen early success, with SAMY supporting the brand's official global Pride tour, Grindr Rides Again and Grindr Presents: Madonna's Confessions II Live in NYC - the surprise pop-up concert in Times Square celebrating new music from the iconic Queen of Pop. Developed and delivered on a tight timeline, the multi-layered strategy included pre-event creator livestreaming, stories told on-the-ground, and amplification support. The activation generated 3.2 million video views and more than 174,000 social media engagements. Under a separate Latin American brief, SAMY is helping Grindr increase brand engagement and relevance across the region, while driving measurable brand and community growth through content that reflects local GBTQ+ identities and cultures. The appointment comes as Grindr looks to focus on market-specific strategies informed by local language, humour and cultural moments. SAMY's immediate focus will be Mexico and Brazil, including support for local IP development and Pride celebrations over the last few months. Dee Nuncio, VP and head of strategy at SAMY, commented: "Grindr has a unique and important legacy in gay and queer culture. The opportunity is to build on that equity, working with the community to create content that features their lived experiences. That requires a deep understanding of the conversations, creators and cultural moments shaping these GBTQ+ communities." "SAMY's role is to combine that cultural understanding with influencer and social expertise to amplify the Grindr brand in a way that feels relevant, and most importantly, earned." Benjamin Cooper, Director of Consumer Content at Grindr (US), said: "Gay culture moves fast - and the most resonant content starts with a deep understanding of what its community is talking about, sharing, and shaping. "Our focus is on partnering with the creators and storytellers leading those conversations to make work that feels culturally relevant, unmistakably Grindr, and worth engaging with." "SAMY showed a clear understanding of the role of influencers and creators within these communities and how we can turn major moments as well as everyday interactions into stronger connections with our users." Igor Carvalho, International Marketing Manager at Grindr, added: "Latin America is not a single audience or culture, which means our social presence needs to reflect that. This partnership gives us the local insight and social expertise to keep building the Grindr brand genuinely alongside the communities we serve."

Grindr makes $250M healthcare bet with Freddie acquisition - GRND stock inches higher overnight. Published: Oct 01 2026, 12:15 PM IST * FB * TW * Linkdin * Whatsapp * GNFollow Us Grindr looks to build a broader LGBTQ-focused platform as it expands beyond dating. * Grindr would combine Freddie with its Woodwork healthcare offering under Grindr Health. * Grindr expects the expanded healthcare business to generate more than $400 in monthly revenue per active patient. * GRND has traded in a narrow range since August. Grindr Inc. (GRND) shares rose 0.2% in overnight trading ahead of Thursday after the LGBTQ-focused dating platform said it had agreed to acquire HIV-prevention telehealth provider Freddie for $250 million. The deal marks Grindr's first major acquisition since its founding in 2009 and expands the company beyond its core dating and advertising business into healthcare and recurring services. GRND stock declined 4.3% in Wednesday's regular session, before the deal was announced. Grindr expands beyond dating. Grindr will acquire PurposeMed, the parent company of Freddie, for $190 million in cash and $60 million in Grindr stock. The deal also includes up to $70 million in additional cash tied to Freddie's 2027 performance, payable in 2028. The transaction is expected to close in the fourth quarter. Freddie provides telehealth consultations, HIV testing, prescriptions and medication delivery, and serves patients across all 50 U.S. states. It was launched in 2020. Grindr plans to combine Freddie with its existing Woodwork healthcare offering under Grindr Health, allowing users to learn about PrEP, review insurance coverage, connect with clinicians, arrange testing, obtain prescriptions and manage refills through the app. Grindr estimates about 650,000 people in the U.S. currently use PrEP, while roughly 2.2 million could benefit from it. The company expects the combined U.S. telehealth and pharmacy business to generate more than $400 in monthly revenue per active patient. CEO George Arison told CNBC that the business could eventually become as large as, or larger than, Grindr's core operation. The company expects the acquisition to be immediately accretive to EBITDA dollars, although investments to scale the U.S. operation will initially pressure margins. GRND stock in narrow range. Grindr's second-quarter revenue jumped 33% to $138 million, while the company raised its full-year revenue outlook to about $540 million and adjusted EBITDA guidance to about $232 million. Grindr has also been expanding its AI capabilities and preparing its premium Edge product, while CEO George Arison has pushed the company toward becoming a broader platform for LGBTQ users. GRND stock has traded in a narrow range since the Aug. 6 report and is up 14% year to date. Morgan Stanley reiterated its 'Overweight' rating and $20 price target on Grindr stock early last month. Currently, all five of the analysts covering the stock recommend 'Buy' or higher, per Koyfin data. Their average price target of $20.80 implies a 35% upside from the stock's closing price on Wednesday. Retail view on GRND. On Stocktwits, the retail sentiment for GRND dipped to 'neutral' from 'bullish.' $GRND 49% of people under 30 still live with their parents, leaving them with plenty of extra money to spend on the only 'dating' app that actually works for more than 5% of men," a trader wrote. "Probably 25% of these people identify as something inside the LBGTQ group. Common sense tells me this is safe and undervalued and unique enough that it would diversify any portfolio." For updates and corrections, email newsroom[at]stocktwits[dot]com.< Stay updated with all the latest Business News, including market trends, Share Market News, stock updates, taxation, IPOs, banking, finance, real estate, savings, and investments. Track daily Gold Price changes, updates on DA Hike, and the latest developments on the 8th Pay Commission. Get in-depth analysis, expert opinions, and real-time updates to make informed financial decisions. Download the Asianet News Official App from the Android Play Store and iPhone App Store to stay ahead in business. 0 Comments / 0 New