Dating App Shift: Upward Targets Traditional Values

Match Group relaunched Upward last month with a new strategy aimed at attracting young singles who prioritize traditional values. The app, originally launched in 2020 as a niche platform for Christian daters, now positions itself as a space for a wider demographic. The company states the redesign responds to shifting preferences among younger adults.

The move follows Match Group’s 2026 Singles in America study. The survey reported that 72 percent of Gen Z respondents expressed a desire to marry. Additionally, a quarter of singles aged 18 to 34 identified with traditional values regarding family, faith, and community. Lauren DeFord, director of brand marketing at Match, explained that the pivot welcomes individuals who share these goals without requiring a faith-first mindset. She maintained that Christian singles remain central to the app's mission.

The updated platform retains a swipe-based interface similar to Tinder but adds new structural elements. Users can now include a Faith Statement in their profiles. The app introduced Chivalry Mode, a feature that encourages men to send the first message. It also offers a Marriage Timeline tool, allowing users to disclose when they hope to wed. The promotional campaign uses Western-style imagery, featuring a man in a cowboy hat and jeans under the slogan 'chivalrymaxxing.' Match describes the branding as an 'Americana' theme centered on the idea of modern courtship.

Experts offer a more cautious view of the trend. Daniel Cox, director of the Survey Center on American Life, argues that Gen Z lacks clear relational priorities. He cites a decline in social and civic life as a driver of hyperindividualism. Cox notes that an American Institute for Boys and Men survey found 44 percent of Gen Z men had no relationship experience during their teen years. He views the focus on traditional dating as a reaction to a lack of cultural norms, providing a script for daters. However, he does not believe this approach is ideal for all young people.

Other data presents a mixed picture. A 2023 Pew Research study found that only 23 percent of adults considered marriage extremely or very important to a fulfilling life. In contrast, 61 percent valued close friendships more highly. The percentage of high school seniors expecting to marry dropped from 80 percent in 1993 to 67 percent in 2023. Cox cautions that Match’s statistics may be skewed by age, as older respondents have already married or divorced. Match asserts its survey of 5,000 unmarried US singles is demographically representative of the Census.

Early user feedback has been divided. Adreanna Pulliam, a 25-year-old opera singer in Bloomington, Indiana, described encountering men with conservative political views and unusual profile photos. She noted that the app allows users to list body types like 'chubby' and permits married individuals to join. Tauti, a social work student in California, quit after 48 hours, stating the experience turned her off from Christian dating. Heidi Marais, a teacher and single mom, questioned why agnostics are permitted on the platform.

Upward has not released active user numbers. The app has faced complaints since its debut regarding functionality and automatic bans. One App Store reviewer described it as 'janky as hell.' Pulliam suggested the app could find an audience within Christian private university communities. She added that the platform works best for those with a more closed mind.