HowAboutWe For Couples Solves The Online Dating Paradox

There has always been a nagging problem lurking in the back of the online dating industry's head: when you've built your business around helping singles find true love, what happens when they find it? On one hand, your marketing department has a lot to brag about. On the other hand, you just lost a customer.

HowAboutWe has answered the question and solved the online dating paradox with an innovative strategy: aim for a whole new market. Co-founders Brian Schechter and Aaron Schildkrout turned the problem into a business advantage by creating a dedicated site for people who are already paired up. The site was christened HowAboutWe for Couples, and a new era of online dating was born.

"We had always focused on bringing online dating offline," Schildkrout told Fast Company. "All the sites are designed to keep users chatting, poking, and endlessly searching profiles online," but HowAboutWe's purpose was "to connect people in the real world." Its original incarnation earned over 1 million users easily, but the dating experience doesn't end at a meet up.

"Couples go on thousands of dates in the course of their relationship," Schildkrout observed. Multiple studies have shown the positive effects of date nights for committed couples. One such study from the National Marriage Project found that married men and women who go on dates at least once a week are 3.5 times more likely to report being "very happy" in their marriages. Consequently, they're also less likely to get divorced than those who do not spend dedicated time with their mates.

To help its couples stay together, and keep them coming back for more, HowAboutWe for Couples curates a list of date ideas culled from existing data on dates, information gleaned from the site's user base, and a team devoted to uncovering the best undiscovered dates. Think dessert tastings, archery lessons, hot air balloon rides, and an aphrodisiac pop-up dinner, whatever that is.

The couples' site operates similarly to the original dating site. Users pay a membership fee ($18 per month) to browse dates, and pay per date based on the ones they choose. Unlike coupon sites like Groupon or LivingSocial, HowAboutWe doesn't extract a percentage from the cost of the date. 100% of the proceeds go to the vendor. Because of this, Schildkrout says, HowAboutWe is able to offer more unique experiences then the daily coupon companies.

So far, HowAboutWe's move seems to be a good one. Though only 12% of users who met through the site are currently using the couples service, Schildkrout reports that it has maintained a 90% month-over-month retention and has over half a million users. To find out more about this dating and couple service you can read our How About We review.