Dating App Reboots to Push Young People Toward Marriage

Singles looking for a serious commitment may soon have new tools designed to help them find a partner and plan a wedding. Match Group's Upward app, which relaunched last month, is introducing features intended to encourage traditional dating behaviors and outline plans for marriage. The app is shifting its focus from a strictly Christian dating service to a platform for young people who hold traditional views on family and community, regardless of their faith background. This move is designed to appeal to a generation of singles who express a desire for long-term partnership.

The company's decision to rebrand is based on data regarding what young people want from their relationships. Match Group's 2026 Singles in America study found that 72 percent of Gen Z respondents expressed a desire to marry. Another finding indicated that a quarter of singles between 18 and 34 identify with traditional values concerning family, faith, and community. According to a news release about the survey, these numbers suggest a market for an app that facilitates serious courtship. The goal is to welcome people who share traditional relationship goals but may not lead with a faith-first mindset, though the company maintains that Christian singles remain at the core of its mission.

The app includes features intended to guide user interactions toward more traditional dating norms. One new feature, called Chivalry Mode, encourages men to send the first message. Another, named Marriage Timeline, allows users to indicate when they hope to get married. The app also continues to use a standard swiping interface for finding potential matches and encourages users to add a statement about their relationship with God. The company's marketing campaign for the relaunch has focused on a 'Wanted: For Life' theme, featuring Western-style imagery and scenes depicting traditional acts of chivalry.

Not all experts agree that this approach aligns with the current views of young adults. Daniel Cox, director of the Survey Center on American Life and author of Generation Uncoupled, argues that Gen Z is entering adulthood with a less clear sense of its 'relational priorities.' He suggests that a decline in social and civic life has produced a 'hyperindividualistic culture' that does not always prioritize marriage. Cox points to a 2023 Pew Research study which found that only 23 percent of adults considered being married 'extremely' or 'very important' to a fulfilling life, compared to 61 percent who said that about close friendships. The share of high school seniors who expected to marry someday fell from 80 percent in 1993 to 67 percent in 2023.

The app's relaunch has drawn mixed reactions from early users. Some have reported encountering profiles that do not align with their expectations for a faith-based platform, while others have questioned the app's policies, such as allowing married people to join. The application has also faced long-standing complaints regarding functionality and user support, with one reviewer in the App Store describing it as 'janky as hell.' Despite these issues, the company is moving forward with its new direction, aiming to connect young singles who are interested in courtship and marriage.

The company says its survey of 5,000 unmarried US singles is 'demographically representative' of the Census. However, some critics caution that data about marriage intentions may be skewed by age, as older generations may have already married or divorced. Match Group has declined to share active user numbers for the app. The long-term success of this new direction will depend on whether the app can attract and retain users who are interested in the features it provides.