Upward App Adds Marriage Tools

Match Group has relaunched Upward, a dating app originally designed for Christian users, with a new set of features aimed at young singles who prioritize traditional courtship. The update, which went live in September, introduces specific tools for planning weddings and managing initial interactions.

The company made this shift after analyzing its 2026 Singles in America study. The survey found that 72 percent of Gen Z respondents said they want to get married. Additionally, the report noted that a quarter of singles aged 18 to 34 identify with traditional values regarding family, faith, and community. Lauren DeFord, director of brand marketing at Match, explained that the app now welcomes people who share these goals but may not lead with a faith-first mindset.

Upward now includes Chivalry Mode, which encourages men to send the first message. It also features a Marriage Timeline tool that allows users to specify when they hope to wed. The app maintains its tiered subscription model and swipe-based interface similar to Tinder. Users are still encouraged to add a Faith Statement, but the platform is no longer exclusive to Christian daters.

The marketing campaign for the relaunch uses Western-style imagery, including a video of a man in a cowboy hat performing traditional courtship gestures. The branding is described as an Americana theme with a Wanted: For Life campaign. Critics, however, question whether the target demographic still aligns with traditional marriage norms. Daniel Cox, a sociologist at the Survey Center on American Life, argues that Gen Z is entering adulthood with less clear relational priorities. He points to data showing that 44 percent of Gen Z men had no romantic relationships during their teen years, double the rate of older men.

Other survey data presents a mixed picture of young adults' views on marriage. A 2023 Pew Research study found that only 23 percent of adults considered being married extremely important to a fulfilling life. The share of high school seniors who expected to marry someday has dropped from 80 percent in 1993 to 67 percent in 2023. Cox noted that older generations in Match's survey may have skewed the results because they have already married or divorced. Match Group states its survey of 5,000 unmarried US singles is demographically representative of the Census.

Early user reactions have been divided. Adreanna Pulliam, a 25-year-old opera singer in Bloomington, Indiana, found the user base varied, encountering both traditional partners and unexpected profile choices. She noted the app allows users to list body types and relationship statuses like it's complicated. Tauti, a social work student in California, left the app after 48 hours, stating the experience turned her off from Christian dating. Heidi Marais, a teacher and single mother, questioned why agnostics are permitted on the platform.

Upward has faced complaints about functionality and automatic bans since its debut in 2020. The company declined to share active user numbers. Pulliam suggested the app might find an audience within communities of Christian private universities. She added that the app works best for users with a somewhat closed mind.