David Brown

In interviews and public appearances, Wolf Hurd says her story is key to Bumble's core Women First mission, a platform designed to give women more control.

And that mission is about to drive some major and controversial decisions.

In 2017, Match Group makes multiple offers to acquire Bumble, reportedly going as high as $1 billion.

Match already owns some of the biggest brands in online dating, including Tinder and OkCupid.

But Bumble isn't interested and plays hard to get.

After its advances are spurned, Match sues Bumble, accusing it of copying Tinder's swipe-based matching technology.

Bumble fires back, countersuing Match, alleging Match's interest in buying Bumble was just a pretense to obtain Bumble's confidential information.

Bumble frames its lawsuit as an attempt by a larger bully of a company that's set on crushing a female-led rival.

And Wolfherd doubles down, signing off on a bold, full-page open letter in the New York Times.

It begins, "'Dear Match Group, we swipe left on you.

We'll never be yours.

No matter the price tag, we'll never compromise our values.'

Bumble remains independent, and Wolf Hurd remains in control.

But soon, Bumble's values will be tested.

In late September 2018, Christine Blasey Ford testifies before the Senate Judiciary Committee, accusing Supreme Court nominee Brett Kavanaugh of sexual assault.

That same day, Bumble makes a striking move.

It buys full-page ads in the New York Times and the Wall Street Journal.

The ads run the next day and contain just two words in bold type.

Believe women.

Days later, at Fortune's Most Powerful Women Summit, Wolf Hurd explains the decision.