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12-Dec-2015 20:00

But far from retreating from the online dating industry, Wolfe instead set out to reinvent it.After relentless research and hours of focus groups, she found users were increasingly perturbed by the issue of abuse – both misogyny online and actual abuse of dating services.Part of what makes it such an attractive proposition is Wolfe herself.Her "girl power" vibe, enthusiasm and work ethic have attracted a glossy team of accomplished women, as well as users in their droves.

Wolfe believes this success is down to online accountability.

Determined to improve women's experiences online, she launched Bumble – the first dating app that lets women call the shots.

It works much like Tinder (swipe right on a picture if you're interested, left if you're not) but once a match has been established between two people, only the woman can initiate conversation.

The idea for Bumble came from her desire to create a safe space for people – women in particular – to communicate online.

The 26-year-old American co-founded mobile dating giant Tinder, which now boasts 50 million users and, many believe, is partly responsible for a casual "hook-up" sex culture that's now endemic.READ MORE: * Dating apps you've never heard of * Find your next yoga buddy on Bumble * The most popular names on dating apps * Online dating experts share their tips for success She departed the app in April 2014 after filing a sexual discrimination lawsuit, saying she was forced to put up with sexist abuse and "misogynistic, frat-like" behaviour (the case was settled out of court for a reputed NZ.6 million).