With 72% of Gen Z wanting to get married, Match Group's Upward becomes the home of modern courtship for people dating with marriage in mind

DALLAS, Sept. 22, 2026 /PRNewswire/ -- Upward is ushering in a new era of dating as the home of modern courtship, welcoming a broader generation who know marriage is the goal and believe the way they date should reflect it.

Match Group's 2026 Singles in America study points to a generational shift: 72% of Gen Z want to get married, more than any other generation. Upward gives that ambition a home through modern courtship, putting marriage at the center of dating with clear intentions, purposeful pursuit and mutual effort from the start.

Launched in 2020, Upward was built from a community that had strong conviction around faith, family and marriage. The relaunch builds on that foundation to welcome a broader generation reclaiming traditional courtship for modern life, where wanting a family is an ambition to embrace, not something to downplay.

"For a generation told to keep things casual and see where they go, saying you want marriage can almost feel countercultural," said Lauren DeFord, Director of Brand Marketing at Match Group. "Upward members have always been clear about what they're building toward. Built for people dating with marriage in mind, Upward is a home for singles who know what they want, hold strong standards and believe dating should lead somewhere."

Match Group research points to the size of that opportunity. Approximately one in four U.S. singles ages 18–34 strongly identifies with a combination of traditional values around family, faith and community while navigating modern life.

The relaunch brings modern courtship to life through a refreshed app experience designed to make values, future goals and relationship expectations more visible earlier in dating.

Chivalry Mode is an opt-in experience for members who prefer a more traditional first-move dynamic. When both members opt in, he is encouraged to send the first message and she chooses whether to respond or politely unmatch.
Marriage Timeline lets members share when they hope to get married and see whether potential matches share a similar timeline.
Core Values gives members a way to show what matters most to them and quickly see whether they share a potential match's priorities.

This is modern courtship in action: women are clear about their standards, men pursue with purpose, and both move toward marriage together.

The clearest proof of Upward's purpose is why members join and why they leave. Nearly every Upward member ages 18–30 surveyed says they want a family, making "family" the platform's most-selected Core Value. And the #1 reason members say they leave is the outcome Upward is built for: they found someone worth leaving the app for.

The relaunch also introduces a new visual identity created in partnership with Corner Table Creative. A refined logo and app icon, distinctive typography and romantic imagery give Upward a bolder, more confident expression of its marriage-minded purpose. Drawing from Americana and the intimacy of a personal scrapbook, the new identity feels warm, nostalgic and distinctly human, anchored by subtle ring-inspired detail.

The accompanying "Wanted for Life" campaign brings that purpose to life through a playful, modern take on wanted posters. It celebrates the qualities members want in a lifelong partner, from good manners and meaningful effort to commitment that goes the distance. Through playful lines like "Known to change a tire, not his feelings for you" and "Often described as wifey material," Upward puts commitment and courtship where its members believe they belong: at the center of dating, not in a conversation saved for later.

"We wanted Upward's new brand to feel as intentional as the people who use it," said Rachel Brandt, CEO of Corner Table Creative. "By pairing the intimacy of a scrapbook with the boldness of Americana and wanted posters, we made the pursuit of lasting love feel confident, human, and a little rebellious."

The campaign will roll out across paid and organic social, streaming video and audio ads, with additional creative featuring real Upward couples who found lasting love on the app, bringing modern courtship to life from first match to marriage.

About Upward

Upward is the home of modern courtship, built for people who know marriage is the goal and believe the way they date should reflect it. Part of Match Group (NASDAQ:MTCH), Upward helps members pursue lasting relationships through a dating experience centered on clear intentions, mutual effort, and shared values. Founded in 2020 as a Christian dating app, Upward remains grounded in its faith-based roots while welcoming a broader generation of people seeking commitment, marriage, and family.

About Match Group

Match Group (NASDAQ:MTCH), through its portfolio companies, is a leading provider of digital technologies designed to help people make meaningful connections. Our global portfolio of brands includes Tinder®, Hinge®, Upward®, Match®, Meetic®, OkCupid®, Pairs™, PlentyOfFish®, Azar®, BLK®, and more, each built to increase our users' likelihood of connecting with others. Through our trusted brands, we provide tailored services to meet the varying preferences of our users. Our services are available in over 40 languages to our users all over the world.

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SOURCE Upward