Apps

Match now offers dating coaches who help its members with profiles, dating challenges

If the world of online dating feels too intimidating, Match’s brand-new service AskMatch aims to aid. The flagship dating brand from Match faction — which also operates Tinder, Hinge, OkCupid, Plenty of Fish and others — is first-to-market with a brand-new service that puts a skillful dating coach right in its app.

The coaches are not an ai chatbot, but actual people — skillful coaches or certified matchmakers, the company says. Members who want to use the service can call them directly from the app for aid with common questions. This may include getting assistance with setting up a good dating profile, or just asking questions about modern dating — like when to define the relationship, how to send an impressive message or how to deal with ghosting, for instance.

The concept, the company explains, is to make online dating feel more personal. That’s a location where dating apps tend to struggle. People today can fail to make real, lasting connections through apps because — like much of what takes place online — there’s a layer of artificiality between people. Without face-to-face connections as in the real world, they end up browsing photos as if they’re shopping for a person, instead of really trying to connect.

But there are ways to break through the online barrier. a well-thought-out dating profile can aid someone get to know you and kickstart conversations. The path you behave and chat in the app can create interest or it can repel — that’s where the dating coach’s guidance could aid.

“Our dating coaches are all about making dating personal again. In this tech-driven world, Match is focused on getting our members into real-world relationships, and that starts with investing in our relationship with our members,” said Match CEO Hesam Hosseini, in a statement about the launch. “This service is another path Match ensures our members have the best experience while they are dating—from saying hello to making a commitment—by benefaction an unbiased skillful in their corner.”

The feature, which is initially available starting this month to daters in brand-new York City, will rotate out to other markets throughout the year. It will be available nationwide by 2020, Match says.

It’s also free for NYC members and as it expands nationally. It’s unclear how long that will be the case. But unlike Tinder, Match is subscription-based, so there are funds coming in to aid with costs.

While Match is the first major dating brand to offer coaching, Match faction-owned Hinge had toyed with the concept a couple of years ago. It trialed an in-app personal assistant that would aid you message matches and schedule dates. However, the assistant meant to save people from the tediousness that comes from using dating apps, rather than aid you upgrade your own dating skills. It never fully launched. Other apps have tried and failed to make in-app coaching work, as well.

The launch follows a huge redesign for Match’s app that the company says makes the app more visually appealing and helps users acceptable connect thanks to under-the-hood improvements to matching algorithms. The app also added recently a feature named
“What If” to create serendipity by connecting users based on things they both love.

Following the redesign, Match saw a 20% increase in four and five-star ratings, user likes increase by 20%, and messages are up by 10%.

But Match needed more than a fresh coat of colourant — it needed a brand-new angle to acceptable define itself in an age where Tinder is dominating. The dating coach focuses on the needs of a slightly older crowd than those on Tinder — the 35-plus users who may not feel as comfortable dating online, and turn to a more traditional dating brand on their first go.

Source
TechCrunch
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