Match Group Bets on Traditional Courtship: Upward App Targets Young Singles Seeking Marriage

Match Group has rebuilt its Upward dating app to target young singles who prioritize traditional values, shifting its focus from an exclusively Christian audience to a wider group of Gen Z users. The relaunch, which took place last month, centers on the premise that a large portion of younger adults still view marriage as a primary life goal. The company is integrating features that encourage traditional courtship behaviors while maintaining its subscription-based model.

The strategic pivot relies on data from Match Group’s 2026 Singles in America study. The survey found that 72 percent of Gen Z respondents expressed a desire to marry. Additionally, a quarter of singles between 18 and 34 years old identified with traditional values regarding family, faith, and community. Lauren DeFord, director of brand marketing at Match, explained that the change aims to include individuals who share these goals without necessarily leading with a faith-first mindset. She described the move as a brand shift while keeping Christian singles at the core of the platform’s mission.

The app retains the swipe mechanics familiar from Tinder but adds specific tools to guide interaction. A new Chivalry Mode prompts men to send the first message, a format similar to the old Bumble system. Users can also select a Marriage Timeline feature to indicate when they hope to wed. Profiles include an optional Faith Statement where users describe their values regarding their relationship with God. These additions are part of a broader rebranding effort that frames Upward as the home of modern courtship.

The promotional campaign uses an Americana theme to appeal to this audience. One video features a newlywed man in a cowboy hat and jeans performing traditional courtship acts, such as opening a car door and carrying his partner through a meadow. The company’s Wanted: For Life campaign utilizes Western-style imagery to reinforce this nostalgic aesthetic. This visual strategy aligns with the platform's goal of attracting users who seek structured, traditional relationship dynamics.

Experts offer a more cautious view of the premise. Daniel Cox, director of the Survey Center on American Life, argues that Gen Z is entering adulthood with less clarity on relational priorities. He notes that a decline in social and civic life has created a hyperindividualistic culture where marriage is not always the top priority. A survey from the American Institute for Boys and Men found that 44 percent of Gen Z men had no romantic relationship experience during their teen years, a rate double that of older men. Cox describes the traditional trend as a reaction to a lack of cultural norms, with daters seeking a script for courtship.

Other data presents a different picture of young people’s views on marriage. A 2023 Pew Research study showed that only 23 percent of adults considered marriage extremely or very important to a fulfilling life, compared to 61 percent who valued close friendships. The percentage of high school seniors expecting to marry dropped from 80 percent in 1993 to 67 percent in 2023. Cox suggests that Match’s high marriage statistic may be skewed by age, as older generations have already married or divorced. Match Group states its survey of 5,000 unmarried US singles is demographically representative of the Census.

User experiences on the relaunched platform have been mixed. Adreanna Pulliam, a 25-year-old opera singer in Bloomington, Indiana, reported encountering men with conservative political views alongside unusual profile details. She noted that the app allows users to list body types like chubby and permits married people to join. Tauti, a social work student in California, quit the app within 48 hours, stating the experience turned her off from Christian dating. Heidi Marais, a teacher and single mother, questioned the inclusion of agnostics on a platform focused on faith-based values.

Match Group has not disclosed active user numbers for Upward. Since its debut, the app has faced complaints regarding functionality, filtering, and user support. One App Store reviewer described the platform as janky. Pulliam believes the app could find an audience within Christian private university communities. She added that the platform works best for users with a more closed-minded approach to dating.