Minder built its brand off a gimmick, but rebranded to make millions

Minder wasn’t built to solve marriage—it was built to get downloads. They rode the "Muslim Tinder" branding for early growth, knowing curiosity would drive downloads.
But curiosity only goes so far when the branding clashes with the values of your target audience.

Here’s the key difference: Muslims wouldn’t pay for hookups—if that’s what they wanted, they’d just use Tinder. Minder had to not only be different but also appeal to Muslim values

Tinder’s model? People pay to hook up. 
Minder flipped it: Muslims pay for the chance to get married.

The rebrand to Salams wasn’t just about piety—it was about profits. They’re still trying to solve the problem, like every other marriage app. But the pivot turned secured positive perception, turning them into a trusted brand in the Muslim marriage space.

Since the rebrand, they sit at 6M+ users, bringing in an estimated ARR of $100M, Match Group quietly acquired Salams, cementing its success as a case study in rebranding. 

From gimmick to growth to acquisition, Salams cashed out big time.