EHarmony Latest News & Updates: The Online Dating Site Is Trying To Play Catch Up With The Number 1 Hook-Up Haven Tinder

By CJ Estimada , Updated Dec 17, 2016 08:35 PM EST

EHarmony creates the happiest, most passionate and most fulfilling relationships, according to a recent study. The dating service's bold, scientific approach to matching means more quality dates as evidenced by its 600,000 marriages and 100,000 babies. It is reportedly responsible for 4 percent of US marriages. EHarmony pioneered service within the online dating firm to use a scientific approach to matching extremely compatible singles, the "29 Dimensions of Compatibility".

Tinder Reigns Next To eHarmony At Present

Tinder is increasingly becoming one of the firm's hottest commodities with its youthful grip on mobile dating. Individually, Tinder would be worth roughly $1.6 billion, analysts from JMP Securities said last week. They added that Tinder Plus could bring the company more than $121 million in subscriptions in 2017.

According to Engadget, nowadays, the language "dating app" is pretty much equivalent with Tinder. EHarmony wants to remind everyone that it's still around, though, and it's willing to make big changes to get with the times. Tinder and eHarmony are leading forces in America's $2.2 billion online dating industry, which in the last few years has quickly become a groundwork of the American love life. One in 10 adults now averages more than an hour on a dating site or app on a daily basis, Nielsen data show.

Change For eHarmony Comes In The Platform

Starting January, eHarmony is stripping off it's long and comprehensive questionnaire that probes 149 multiple choice questions to get a match. Subscribers can still take the personality survey, but it's no longer a compulsory part of signing up. Now, only some basic questions to answer about one's self is needed to complete a new profile.

"At eHarmony, we're about helping people get together for reasons that really matter," said Grant Langston in a dialog with TechCrunch, who recently took the reins in eHarmony as new CEO. "Science tells us that our product works, and we don't want to change that. But the fashion we deliver it feels a bit dusty to me."

 "Where we're headed in the overall dating world is a much more visual, faster, game mechanics of dating, versus the profile matching of places like eHarmony," said Kerry Rice, a senior analyst at Needham & Co. "Perhaps it's a tactic, but it's something that's enjoyable, that's fun, that doesn't have that sort of weight that the former profile-focused matching sites had." Whereas these variations are important in the setting of online dating nowadays, Langston knows that it takes more than feature changes to gain back supremacy.

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