Partnerships

eHarmony was on the brink of disaster in 2012, ready to be sold to the highest bidder on the auction block, at least according to a recent article on Online Dating Insider. But the company was determined to turn things around.

According to eHarmony executives, “We took our hard won stash of capital and used $153.2M to buy out all the “Class B” shares, and we began the pursuit of our own company.  We asked five of our former and highly-esteemed board members to step aside and give us a chance to do more of what we needed to do to bring this company back.  We made tough decisions…let some people go, terminated vendor contracts. Moreover, we have cleaned up “our house” by appointing an all-new executive management team that is a more aligned team than we have ever had before.”

For those of us who did not know eHarmony was on the brink of financial ruin, this letter came as a surprise. In the time they were desperately struggling to tread water, Neil Clarke Warren, the company’s founder, came back on board as CEO and reminded the company of the reason they were successful in the first place – their focus on matching for long-term relationships.

While most dating sites and apps have gone in the opposite direction – focusing on quantity instead of quality of matches, and casual meetings instead of long-term relationship potential, eHamorny’s serious focus has paid off.

“Instead of losing 100,000 end of period subscribers each year, suffering...losses of 50% every single year, our EBITDA for 2014 will literally be dramatic and the cash in the bank increasing substantially each month. EBITDA is currently running $9.4M ahead of plan as we work with our forecasts. Our end of period paying subscriber count has hit its all-time high...”

eHarmony was not afraid to get rid of what wasn’t working. Trimming staff by over 30%, they went from about 300 employees to only 190 in all of the U.S., U.K. and Australia. They have also dropped vendors who weren’t contributing to the primary focus of the site – relationships. (That is, focusing on the long-term potential.)

eHarmony’s success rate speaks for itself. It claims to have made more than 600,000 marriages, and has only a 3.86% divorce rate (compared to the over 50% divorce rate of Americans in general).

The company plans to take its technology in other directions besides love. They are planning the launch of Elevated Careers by eHarmony, where they hope to make successful coupling between potential employees and employers by using the same psychologically-based matching system to help people find their dream jobs.

While the company didn’t offer exact figures, they did claim to have hundreds of thousands of users as well as 1.2 million matches. It looks like they have turned things around, though most of us didn’t even realize how much they were struggling.

To find out more about this dating service, you can read our eHarmony review.

Jiayuan.com, the largest online dating site in China, surpassed the 110 million registered users mark on June 29, 2014.

Jiayuan got its start a decade ago to address the unique needs of China's rapidly growing urban singles population. The website was a pioneer in China's online dating market, and now ranks first in the country in terms of number of unique visitors, average time spent on the site per user, and average page views per user. Over the course of its 10-year history, Jiayuan has facilitated 12.3 million matches in China.

The site has become so big that, according to comScore, it accounted for more than half – 58.4% to be exact – of the total time spent on online dating in China in March 2014. It is the 60^th most visited website in the country according to Alexa.com, and the 336^th most popular website in the world.

Jiayuan.com hit the 100 million registered user accounts milestone back in January 2014, adding 10 million more users over the course of the last six months. "I am pleased to see Jiayuan's registered user accounts surpass the 110 million mark as we continue to gain momentum from our solid start to the year," commented Mr. Linguang Wu, CEO of Jiayuan, in a press release. "Passing the 110 million milestone speaks to the strength and growing popularity of our platform as we make the investments needed to increase our brand equity and solidify our leadership over our competitors. These investments include ramping up mobile monetization now that we have successfully grown our mobile platform to include 24.8 million registered user accounts and 31.2 million activated installments as of June 29, 2014."

One of Jiayuan’s recent investments is a partnership with animation firm Up Studios, whose brand Piggy in Love (which follows a pig looking for his lost love) will be featured in Jiayuan’s new mobile app. Through their licensing agreement, Jiayuan users will be able to send romantic animations and Piggy in Love emojis in their messages.

Mr. Wu concluded, "Looking to the future, we will continue to build upon this massive database of marriage minded singles by integrating it with our proprietary CRM system in an effort to consolidate the traditional matchmaking business in China which we believe is poised for a period of explosive growth. 2014 is an important year for us strategically as we make investments in our database of eligible singles to generate new revenue streams and ensure the long-term sustainability of our business."

Everybody’s got that one ex in their back catalogue. The one they think they’ll never get over. The one they’re sure is the love of their life. The one who convinces them they’re doomed to singlehood forever, because no one will ever compare.

You'll probably never get that ex back but now, thanks to a partnership between Match.com and a new matchmaking startup, you might have the chance to date someone who looks just like them.

It’s got to be one of the most unusual (or maybe just downright creepy) dating services out there at the moment. Match has teamed up with Three Date Rule to offer a “white-glove approach” to dating for the white-glove price of $5000. For that paltry sum, you can send in photos of your ex that Three Date Rule will use to find you a new suitor.

“If you like one facial structure, you will probably like someone with a similar facial structure,” explains Three Day Rule founder Talia Goldstein. In addition to finding a lookalike, TDR coaches will interview you in person and even go on pre-dates with potential matches to vet them before making an introduction. Why go through the gruelling work of weeding out weirdos when you could hire someone else to do it for you?

Three Day Rule matchmakers are a team of highly-educated dating experts known for their intuition, compassion, trustworthiness, and genuine desire to help clients find meaningful relationships. Most had successful corporate careers before making the transition to matchmaking, often at Fortune 500 companies. What sets the company apart from the competition is its unique blend of traditional matchmaking techniques (like in-depth personality assessment) with cutting-edge facial recognition technology designed to determine what clients are most attracted to.

The powerhouse partnership between Match and Three Date Rule is beneficial on both sides. "We know there is a segment of busy professionals on Match who would love to have a high-touch service to help them find a compatible partner," says Amarnath Thombre, President of Match. "People come to Match because of the quality and scale of our membership base, and now with Three Day Rule as a partner, we can combine the convenience of a white-glove matchmaking service with our huge community of high quality members."

For Three Day Rule, Match’s support means improved access to its current markets and eventual expansion to other markets. “With Match's support, we will be able to further build out our team of matchmakers and realize our vision of becoming the most recognized, trusted, and respected matchmaking brand in the country," says Talia Goldstein.

Do you want your dates to be more intellectually stimulating? Do you get bored with conversations about where to eat or what movie to watch when you could be discussing political ideology or philosophy?

If the above describes you, and you prefer brains over beauty and boredom, then you might be interested in Match.com’s new partnership with the Mensa community. American Mensa and Match.com have teamed up to provide a dating experience exclusively for Mensa members, as well as provide all Match members access to some of the most intelligent people in the nation. 

According to Match.com, 80% of singles say they “must have” or find it “very important” to be with someone of the same intelligence level.  Additionally, 89% of singles would make a commitment to someone who was considerably better educated or more intellectual than themselves.

Because of the partnership, Match members will now have the ability to add a Mensa badge to their profiles to express their interest in the High IQ organization and will also have the opportunity to take the Mensa practice test for $1 at the Match.com Blog now through July 6, 2014.

While I’m not a fan of limiting your options when it comes to dating – everyone should meet a variety of people instead of just dating your type – it might be interesting to see how effective this partnership will be in creating lasting matches.

Match’s Chief Scientific Advisor Dr. Helen Fisher stated, “Why do we want a smart partner? Because intelligence is correlated with many benefits, including:  higher income; sense of humor; creativity; social skills; coordination; and problem solving. These are sexy.  Money can buy a sexy evening on the town. People everywhere gravitate to smart lovers, because an intelligent partner comes with a host of sexy perks.”

Daters with high IQs are not Match.com’s only focus. It was also recently announced that the company will be one of the first dating apps offered with Android Wearables; small, powerful devices worn on the body. So daters – there isn’t a need to constantly check your mobile device or computers. Instead, just look down at your wrist at your Wearable and check for messages, view and rate your daily matches, and find singles nearby. (Although I’m not really sure there’s much difference, since our phones are always in our hands anyway.)

Traditional online dating services are starting to branch out and appeal to new markets in order to remain relevant as new, trendy dating apps emerge. But Match.com seems to have a handle on its membership and continues to innovate. I’m curious to see what’s next.

The incredible proliferation of niche dating sites is a popular topic these days. When we say there's something for everyone, we really mean there’s something for everyone. Whether you’re looking for a vampire, a farmer, or a sea captain (or maybe all three?), there’s a site looking to match you with your perfect partner.

By comparison, dating sites for foodies seem downright normal. Stefanie Tuder, culinary school graduate and online food writer for ABC News-“Good Morning America,” decided to take three foodie sites for a test drive (make that "a taste test") to survey the scene.

HowAboutWe

First on her list was HowAboutWe, which recently announced a partnership with Serious Eats. The sites are collaborating to get online daters offline, via activities like “tacos and a spin around the Bronx zoo" or "a crawl of the essential dumplings of Flushing." Other popular food-focused sites also have similar partnerships to connect like-minded singles. All members, regardless of which co-branded page they use to sign up, can interact with all other members in order to offer as wide a dating pool as possible.

For Tuder, that wasn’t ideal. “Rather than see other readers of Serious Eats, Eater, etc.,” she writes, “which is the reason I signed up and went to that branded landing page, I see everyone in my area on HowAboutWe. And not even only the ones who are particularly interested in food.” It’s possible to narrow down searches to people who suggest food and drink date ideas, but messaging someone requires at least an $8 monthly membership.

HiDine

HiDine stirred up some controversy when it hit the scene in November. Taking a staunchly traditional approach, only men can ask women out on a date on Hi Dine and by doing so they commit to picking up the tab. Tuder found that she received many more messages and date requests on HiDine than on the other sites she experimented with. Her two critiques include the messaging system, which she calls "pretty clunky," and the fact that women do not have the option of messaging men. All a woman can do to indicate her interest in a profile is "wink" at it.

SamePlate

“While SamePlate has the best of intentions,” Tuder writes, “it simply doesn't have enough members yet to be successful." SamePlate was founded in 2012 by a man who wanted to find a partner to eat Paleo with him. SamePlate covers the Paleo phenomenon as well as anything else a food lover could want. Members can use the free site to cross-reference search any mix of diet and food combinations, which is a pretty unbeatable feature if you consider yourself foodie.

Ultimately, Tuder concludes that foodie dating is “interesting,” but doesn’t have “strong enough of a pull to stay on full time."

Single baseball fans are about to hit a home run.

If you’ve checked out the homepage of pretty much any Major League Baseball team recently, you probably saw a few ads advertising other single sports fans. On Athletics.com, for instance, ads on each side of the page featured an attractive group of potential matches and text that read "Meet other single Athletics fans.” A banner ad across the top said “Take them out to the Athletics game.”

What’s going on?

With baseball's regular season here, Match and MLB.com are coming together to give singles another reason to cheer this season. Baseball fanatics on Match.com will have the opportunity to connect online through 29 different fan pages (one for every U.S. team) for the duration of the 2014 MLB season – meaning they have way more to look forward to this year than their team making it to the World Series.

To get started, Match members can announce their allegiance to their favorite team (or teams, if they’re the indecisive type) by adding its logo to their profile. Match members can also search for other fans using a new community search tool that allows them to easily connect with members who have also added their favorite team to their profiles.

On the other side of things, MLB.com will be promoting 29 different MLB Club portals where singles can search for and connect with other fans of their favorite teams. When you find a fellow fan who tickles your fancy, you can take them out to the ballgame for the perfect first date.

Noah Garden, Major League Baseball Advanced Media's executive vice president of revenue, said "the Match.com conversation is one we've had on and off over the years to see if there's something we could do together." MLB hopes the promotion will give ticket sales a boost. "The idea is put like people together with similar interest and passion," he said. "There's still always room for more butts in the seats."

It sounds a little blunt, but I guess you've gotta appreciate the guy's honesty. And I'm sure there are plenty of die-hard baseball fans who will be pleased about having an easy way to weed out rivals. In fact, Match.com President Amarnath Thombre said the first question self-identified Yankees fans often ask of singles on the site is: "Who hates the Red Sox?"

Better have your answer ready before you log on to Match.com, baseball fans, or you just might strike out. For more on this service you can read our Match.com review.