The company has redefined itself as a “matchmaking site” as opposed to an online dating site, putting the emphasis back into long-term relationships.
The strategy seems to have worked – according to figures revealed by e Harmony founder Neil Clark Warren and COO Armen Avedissian, the company has more subscribers than ever before – 778,000 – and they make up to 15 million matches per day. In 2012, after a few ousted CEOs and some advice from a board member, Dr.
Warren made the decision to take back the reigns of the company and get it back on track. We want good technology, but what we’re really, really interested in is long-term relationships.” For its rebranding campaign, Dr.
Before Warren took over, e Harmony was struggling to figure out its market, delving into new technology instead of focusing on its branding, leaving it vulnerable to the explosion of new dating sites and apps that came along. Warren told the Wall Street Journal, “I think under CEO Greg Waldorf, users started seeing us more like the other dating sites Match and Zoosk, when we’re really a social science site. The company has also focused on its mobile app, something that has become a necessity for traditional dating sites since Tinder hit the market. Warren emphasized that the app is actually helping bring more awareness and acceptance of online dating as a whole, which has been good for all online dating sites.According to Warren, e Harmony’s marketshare has stayed even despite the competition – Tinder claims to match about 22 million people a day.Not to mention, Tinder’s reputation for being a hook-up app has helped differentiate more “serious” dating websites like e Harmony.Warren told The Wall Street Journal: “People who are e Harmony customers probably aren’t going to be lured away by Tinder.We’re a serious bunch when it comes to matching for long-term relationships.
We’re really not interested in short-term relationships.” Tinder hasn’t been the only thorn in e Harmony’s side.The company came under fire when it didn’t include gay and lesbian relationships in their matching services – only creating “Compatible Partners” after a high-profile lawsuit.And now, e Harmony plans to launch a whole new matchmaking service called “Elevated Careers” – which will match job candidates with potential employers, based on factors like company culture and personality profiles in addition to skill sets. For more on this matchmaking service you can read our review of e Harmony. Well, it’s a great way to meet people, but not for leading you to the partner of your dreams, according to a comprehensive new review published in this month’s issue of the journal Psychological Science in the Public Interest.The authors, all academic researchers without any financial ties to dating services, combed through the literature on relationships (those begun both on- and offline) and other areas of psychology to take a stab at answering the question.Using an internet dating site has the advantage over in-person dating in expanding one’s access to the dating pool.