72% of Gen Z Say They Want Marriage, Prompting Major App Redesign

Match Group has relaunched Upward, a dating platform it originally introduced in 2020 for Christian users, with a new strategy aimed squarely at younger generations. The company argues that a specific subset of singles is seeking a return to traditional relationship structures, and it has retooled the app to capture that market segment.

The decision stems from data released in Match Group’s 2026 Singles in America study. The survey found that 72 percent of Gen Z respondents stated they want to get married. Additionally, the report noted that one in four singles aged 18 to 34 identify with traditional values regarding family, faith, and community. Lauren DeFord, the director of brand marketing at Match, explained that the expansion moves beyond a strictly faith-based user base to include those who share similar goals without necessarily leading with a religious mindset.

The new version of Upward retains the swipe-based interface familiar from competitors like Tinder but introduces specific tools for traditional courting. A feature called Chivalry Mode encourages men to initiate conversations, mirroring the earlier format of Bumble. Another tool, Marriage Timeline, allows users to indicate when they hope to wed. Users are also prompted to include a Faith Statement describing their relationship with God, though the platform now welcomes agnostics and those with different spiritual outlooks.

The promotional campaign leans heavily into Western aesthetics. Marketing materials feature imagery of men in cowboy hats performing acts like opening car doors and carrying partners. The company branded this approach as an "Americana" theme under the slogan "Wanted: For Life." One video clip highlighted a user named Zach, displaying him in a meadow with the text "chivalrymaxxing" overlaid on the screen.

Experts offer mixed assessments of the trend. Daniel Cox, director of the Survey Center on American Life, suggests that the push for traditional dating is a reaction to a lack of clear cultural norms. He describes the current environment as hyperindividualistic, with young people looking for a script. However, he notes that a 2023 Pew Research study found only 23 percent of adults considered marriage extremely important to a fulfilling life, compared to 61 percent who valued close friendships. Cox also pointed out that 44 percent of Gen Z men had no romantic relationship experience during their teenage years.

User reactions to the relaunch have been varied. Adreanna Pulliam, a 25-year-old opera singer in Indiana, said she encountered profiles that did not match her expectations, including men with strong political views and unusual profile photos. She noted that the app allows users to list specific body types and permits married individuals to join. Tauti, a social work student in California, said she quit the platform within two days, stating the experience turned her off from Christian dating entirely.

Match Group has not disclosed the number of active users on the platform. The company maintains that its survey of 5,000 unmarried US singles is demographically representative. The app continues to face complaints regarding technical functionality and automatic account bans, with one reviewer describing it as "janky as hell." Upward remains available on major app stores with its new tiered subscription model.