Courtship Is Making a Comeback, Says Match Group

Courtship is not only about religion and holding hands. It’s about traditional values, and the belief that following those values will lead to a successful long-term marriage. Match Group’s courtship app Upward was born of this same belief. 

But now, Match Group is giving the courtship-focused dating app a broader mission — one that could reveal where the dating giant sees untapped demand among commitment-minded singles.

Judging by the number of people who told Match Group that they’re ready for long-term love (72%), it’s clear that a desire for commitment is no longer a controversial move. 

That makes Upward more than a niche dating app update. Match Group’s decision to promote and expand the platform suggests the company sees room for growth in a dating market where singles are increasingly willing to be upfront about wanting commitment and shared values. 

And now, Upward’s scope is expanding. It’s not only just about religion, but about the values that propel traditional daters forward: the desire for long-term connection, for marriage, and for a strong family unit. It’s a modern gathering place for like-minded daters where values are not only respected, but shared. 

Match Group’s New Definition of “Traditional” 

Yes, Upward is a niche space for traditional daters. But how Match Group defines “traditional” is changing. 

Match Group is trying to change the narrative surrounding traditional courtship, not by clinging to antiquated traditions, but by adapting traditional values to a modern dating world. In fact, the app hopes to expand its reach to a “broader generation.” 

How can Upward convince daters that it’s receptive to both religious and not-so-religious daters? By expanding its definition of “courtship” to mean more than “Dating with the express goal of marriage.” It even means more than “We both have strong faith in God and want to get married within the year.” 

1 in 4 singles surveyed by Match Group said they believe in traditional values around family, faith and/or community.

To these daters, traditional values don’t only change who they date, but how they date. 

That distinction is important for dating professionals, because it suggests that “traditional” and “marriage-minded” may no longer describe exactly the same dating population. A single person can want marriage, family, and clearly defined relationship goals without being particularly religious or traditional.

Courters, don’t worry: Marriage and Happily Ever After are still part of Match Group’s definition of courtship. But so is, “These are my non-negotiables.” So is, “I’m not willing to settle.” Commitment is still at its core, but now, there’s far more room for real connection and growth. 

For Modern Daters, Intentionality is the Whole Point

Stereotypical depictions of courtship show modestly attired couples strolling through a garden together, a respectful distance apart, while they discuss their faith, their families, and maybe their goals for the future. This paints a quaint picture, but it’s actually anything but. 

At its core, courtship has always been about intentionality. For these daters, there’s a strength in saying “This is what I believe, and this is what I want” right off the bat, instead of waiting for the “right moment” or the “romantic moment” or the “Are we even compatible?” moment. 

“For a generation told to keep things casual and see where they go, saying you want marriage can almost feel countercultural.” -Lauren DeFord, Director of Brand Marketing at Match Group 

For modern daters, expressing needs doesn’t always come easy. To help users understand and express their needs more effectively, Upward lets them share their ideal relationship timelines. The idea is that expressing one’s standards early on avoids miscommunications and dead-end connections down the line. 

“This is modern courtship in action,” Upward says. “Women are clear about their standards, men pursue with purpose, and both move toward marriage together.” 

But intentionality isn’t only about telling a potential partner what you want. It’s also about knowing what you’re looking for in a partner.

What Does Intentionality Actually Look Like?

Intentionality takes many forms on Upward, most notably with the “core values” feature, which allows users to highlight their most closely held values. These core values say a lot about what traditionally minded daters actually want, and gives users the chance to see the big picture about a potential partner. 

When these singles start courting, they’re asking themselves, “Does this person seem like they’d be a good partner in marriage, parenthood, and life in general?” 

We expect other online daters to ask more short-term compatibility questions at the beginning of a new relationship — “Does she make me laugh? Does he seem interested in my opinions?” — but these daters focus on the big picture. 

It’s not that they don’t ask these short-term questions, but that they’re more likely to establish big-picture goals early on, so they can know ASAP that their relationship is built on mutual values and worldviews. 

As Upward put it, its users believe that the best relationships put commitment and courtship first, and not “in a conversation saved for later.” 

Dating professionals may have more opportunities to help clients define their relationship goals before they begin dating.

Upward’s “Wanted for Life” campaign puts people’s core values on display. Instead of hiding your wants and needs behind reassurances that you’re “totally chill with anything,” Upward’s campaign encourages daters to express their standards with confidence. 

If more singles are becoming comfortable stating their relationship goals early, dating professionals may have more opportunities to help clients define those goals before they begin dating — rather than only helping them after a string of mismatched relationships.

Are People More Open to Traditional Courtship?

Match Group’s 2026 Singles in America data certainly helps make a case for courtship’s comeback. A whopping 72% of respondents said they’re open to dating or to a relationship, and 16% are actively searching for a long-term commitment. 

Yes, these commitment-minded daters often happen to approach dating with more traditional and/or religious values. But that doesn’t mean every person with their sights set on marriage has particularly traditional or religious beliefs. Upward hopes to attract this more generalized demo. 

Match Group isn’t simply doubling down on faith-based dating; it is testing whether the desire for commitment, shared values, and relationship clarity can appeal to singles outside a narrowly defined religious niche.

Upward’s mission to connect marriage-minded daters says more about people’s growing faith in love than about their need for like-minded partners. Regardless of their religious beliefs, 76% of Singles in America respondents said they believe that romantic love can last forever. 

Even more telling? Seventy-four percent of respondents said they believe some relationships are meant to be, and 61% believe that we all have a perfect soulmate, just waiting to find us. 

With Upward, Match Group is reacting to a generation of daters who are not only more serious about long-term dating, but more hopeful about their chances of finding authentic, compatible, life-long partners. 

Match Group’s renewed investment in Upward suggests that commitment, values, and optimism about lifelong love may represent more than a niche: They may be signals of where the broader dating market is headed.