- Written by Siona McCallum
- technology reporter
Not many CEOs in the tech industry are the daughters of mechanics and janitors.
But Lydiaan Jones, the boss of online dating app Bumble, says that's not what really sets her apart, it's the fact that she's not a man.
“Even today, this is not a fair path for women,” she said of her path from a humble upbringing in São Paulo, Brazil, to executive positions.
If anyone wants to follow in her footsteps, she says, they need to turn the business and technology obstacles that women continue to face to their advantage.
“My biggest advice is to leverage this resilience that we have to build, especially as women, because the opportunities are more difficult,” she says.
“It's not necessarily an easy or linear journey. We've had to be really resourceful.”
“Women only”
Mr. Jones brings more than 20 years of technical expertise in software engineering and product management to this role.
But despite already serving as vice president of Sonos and CEO of Slack, she says the path to success for women in tech is often filled with hurdles and setbacks, especially when it comes to representation. The lack of is the problem.
“Over the last few years, I've found myself in a lot of situations where I'm the only woman in the room,” Jones says.
“But I'm really using this as a platform to make sure I'm not the only woman in the room.”
Jones cites the support of a network of other women leaders, including Bumble founder Whitney Wolfe Herd, as a source of inspiration and encouragement.
“The number of female CEOs who reached out and included me in a small but strong group was amazing,” she says.
Ms. Jones encouraged women to advocate for themselves, saying, “Don't doubt yourself.
“Don't waste your energy on that. Just believe in yourself and take the leap.”
Bumble bills itself as an app for women, and it's women who need to “make the first move” before two users can connect.
The company is looking to take this even further with a feature that allows female users to set questions and others can answer them.
But the big question for Bumble is whether this tinkering can turn its fortunes around.
The dating app's share price has fallen by two-thirds since its initial public offering in 2021, and its value is now approaching $4bn (£3.2bn).
And its largest institutional investor, Blackstone, recently sold a 10% stake at a steep discount of $300 million.
Competition is fierce within the $7 billion dating market, which remains dominated by established players such as Match Group, known for its acquisitions of emerging contenders such as Hinge.
If Bumble is to avoid stagnation, Jones will need to continue defying expectations.
