Subscribe to Inc. magazine
MARKETING

Dating Websites See Cash in Couples

To avoid losing customers after they find love, HowAboutWe and Match.com are offering services to people in relationships.
Advertisement

With Valentine's Day come roses, chocolates, and a spotlight on the fierce competition among dating websites.

There's plenty of money in the love industry, but these businesses face a conundrum--once their customers find a soulmate, their services are no longer needed. Now companies such as HowAboutWe and Match.com think they have found a solution: to go after couples.

Dallas-based Match.com got into the couples game last October with its Delightful website, adding a companion app last month. The site has a network of date planners, Bloomberg Businessweek reports, including tour guides, hotel concierges, and restaurateurs, who help lock down last-minute rooms, dinners, and adventures for $12 a month.

New York's HowAboutWe says that since launching its couples service last year, it has offered discounted activities that have helped steady lovebirds clock more than 56,000 hours of "quality time together," according to Businessweek.

Expanding to couples potentially has a big prize: HowAboutWe tells Businessweek that couples spent $70 billion last year on date nights at restaurants, BYOB painting classes, and other relationship-centered activities. Offering activities now pits these sites in closer competition with daily-deals businesses like Groupon.

But perhaps the real genius of the move is that many times, Match Group CEO Sam Yagan tells Businessweek, true love doesn't last. Which means HowAboutWe's and Match.com's singles dating services will be there to sweep up the brokenhearted and find them another new love.

Check out the video interview with HowAboutWe co-founder Aaron Schildkrout, who talks about the launch of the dating site in 2010:

Then People Told Us, 'I've Fallen in Love Because of Your Site'

HowAboutWe co-founder Aaron Schildkrout talks about all that went wrong when the dating site launched--and then what turned it around.

Last updated: Feb 14, 2014

WILL YAKOWICZ | Staff Writer | Reporter, Inc.com

Will Yakowicz is a staff writer for Inc. magazine. He has covered business, crime, and local politics for The Brooklyn Paper and was the editor of Park Slope Patch. He has also reported in the West Bank and Moscow for Tablet Magazine. He lives in Brooklyn, New York.




Register on Inc.com today to get full access to:
All articles  |  Magazine archives | Livestream events | Comments
EMAIL
PASSWORD
EMAIL
FIRST NAME
LAST NAME
EMAIL
PASSWORD

Or sign up using: