--- title: The unbundling of online dating - The Hustle description: The people have had it with swiping left. image: https://hs-sbup.thehustle.co/hubfs/The%20Hustle%20News/Assets/Images/1681517297-HS-News-Brief_2022-07-13T232636.933Z-scaled.webp --- # The unbundling of online dating ![Jacob Cohen](https://thehustle.co/wp-content/uploads/2021/01/IMG_5670-1-modified-768x768.png?width=48&height=48&name=IMG_5670-1-modified-768x768.png) [Jacob Cohen](https://hs-sbup.thehustle.co/author/jacob-cohen) [Jacob Cohen Twitter profile ](https://twitter.com/ImJacobCohen) Published: July 15, 2022 Updated: October 11, 2023 As it turns out, helping people find their soulmate while taking a sh*t was truly innovative. ![The unbundling of online dating](https://hs-sbup.thehustle.co/hs-fs/hubfs/The%20Hustle%20News/Assets/Images/1681517297-HS-News-Brief_2022-07-13T232636.933Z-scaled.webp?width=595&height=400&name=1681517297-HS-News-Brief_2022-07-13T232636.933Z-scaled.webp) Today, [a third](https://mtch.com/ourcompany) of new marriages start on an app. Match Group says [16.3m](https://ir.mtch.com/overview/default.aspx) people pay for its premium services. Monetizing the potential for love has proven lucrative, but many people struggle with the now-classic online formats. #### **Dating apps…** … tout high user and match counts, but the chances of AI successfully finding you lasting love [are slim](https://www.forbes.com/sites/theodorecasey/2022/06/23/a-new-wave-of-dating-apps-offer-users-a-deeper-level-of-compatibility/?sh=1c3cf4071db5). - Prior to covid, [30%](https://www.pewresearch.org/internet/2020/02/06/the-virtues-and-downsides-of-online-dating/) of US adults tried their hand at online dating. Yet, [28%](https://www.census.gov/newsroom/press-releases/2021/families-and-living-arrangements.html) of US households are now single-person, up from 13% in 1960. What about the promise of “swiping right” for love? No wonder dating apps have [worse](https://www.nea.com/blog/the-future-of-dating) customer satisfaction than airlines and cable providers. #### **But all this scale…** … has presented an opportunity for new, niche offerings. Take [Lox Club](https://www.loxclubapp.com/about), a private dating app “for Jews with ridiculously high standards… designed to feel like a speakeasy hidden within an old school deli.” Thousands [use it](https://www.cnbc.com/2022/07/04/tired-of-swiping-left-singles-turn-to-new-matchmaking-services-.html) for $96 a year. - Lox Club offers human matchmaking services, a feature of increasing focus in the space at large. Match started offering human matchmaking in November for $4.99 a week, and [Ambyr Club](https://www.ambyrclub.com/about), which launched last year, organizes in-person events for small matchmaker-chosen groups. #### **Countless other apps…** … are being built around unique takes on the classic feed. - **Schmooze **lets you swipe on [memes](https://www.schmoozedating.com/) instead of photos. - **NUiT **uses your [astrological signs](https://nuitapp.com/). (Good luck with that.) - **So Syncd** runs [personality tests](https://www.sosyncd.com/). - **Dig **is for [dog lovers](https://digdates.com/). - **Kippo **offers a [metaverse](https://www.kippoapp.com/). The blessing and curse for these apps will be their networks. Too big? Cliche. Too small? Not enough options. The other challenge with dating apps, as has been the case for a decade, will be getting people to actually go on dates. Topics: [Apps](https://hs-sbup.thehustle.co/tag/apps) [Social Networking](https://hs-sbup.thehustle.co/tag/social-networking) ## Follow us on social media prev next - ![Screen time slowing you down? Try ‘monk mode’](https://hs-sbup.thehustle.co/hubfs/The%20Hustle%20News/Assets/Images/1516654296-httpsthdaily.s3.us-west-1.amazonaws.comfinal_size-MonkMode_20231004230113.webp) ### Screen time slowing you down? Try ‘monk mode’ - ![Yelp vs. fake reviews](https://hs-sbup.thehustle.co/hubfs/The%20Hustle%20News/Assets/Images/1980373282-httpsthdaily.s3.us-west-1.amazonaws.comfinal_size-yelp_20230925214718.webp) ### Yelp vs. fake reviews - ![One chip, several problems](https://hs-sbup.thehustle.co/hubfs/The%20Hustle%20News/Assets/Images/161461033-httpsthdaily.s3.us-west-1.amazonaws.comfinal_size-paqui_20230914213352.webp) ### One chip, several problems - ![Avocado guy goes viral again and other weird takes from the extremely wealthy](https://hs-sbup.thehustle.co/hubfs/The%20Hustle%20News/Assets/Images/1343746157-httpsthdaily.s3.us-west-1.amazonaws.comfinal_size-avo-toast_20230913220144.webp) ### Avocado guy goes viral again and other weird takes from the extremely wealthy - ![Is chasing TikTok a mistake for YouTube?](https://hs-sbup.thehustle.co/hubfs/The%20Hustle%20News/Assets/Images/1883943400-httpsthdaily.s3.us-west-1.amazonaws.comfinal_size-YouTube-logo_20230905212005.webp) ### Is chasing TikTok a mistake for YouTube? - ![Do dating apps decide who we get to date?](https://hs-sbup.thehustle.co/hubfs/The%20Hustle%20News/Assets/Images/1112282225-httpsthdaily.s3.us-west-1.amazonaws.comfinal_size-dating-app_20230822212519.webp) ### Do dating apps decide who we get to date? - ![The fediverse, explained](https://hs-sbup.thehustle.co/hubfs/The%20Hustle%20News/Assets/Images/137506517-httpsthdaily.s3.us-west-1.amazonaws.comfinal_size-fediverse_20230810222715.webp) ### The fediverse, explained - ![Can social media actually drive social good? Guess we’ll find out](https://hs-sbup.thehustle.co/hubfs/The%20Hustle%20News/Assets/Images/488540169-httpsthdaily.s3.us-west-1.amazonaws.comfinal_size-roarsocial_20230801221729.webp) ### Can social media actually drive social good? Guess we’ll find out - ![How Grimace horror became a McDonald’s win](https://hs-sbup.thehustle.co/hubfs/The%20Hustle%20News/Assets/Images/804184190-httpsthdaily.s3.us-west-1.amazonaws.comfinal_size-grimace-shake_20230718230302.webp) ### How Grimace horror became a McDonald’s win - ![Sherlocking, explained](https://hs-sbup.thehustle.co/hubfs/The%20Hustle%20News/Assets/Images/1113427454-httpsthe-hustle.hubspot.comhubfsDaily20Newsletter20ImagesMay2016202023sherlock.webp) ### Sherlocking, explained Pop up for Subscribe to The Hustle Daily Newsletter Subscribe to The Hustle Daily Newsletter Get the 5-minute news brief keeping 2.5M+ innovators in the loop. Always free. 100% fresh. No bullsh*t. 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