GoKawiilMatch Group relaunches Upward app, dropping Christian-only focus to target Gen Z marriage seekers
Match Group has repositioned its dating app Upward, moving away from its original Christian-dating identity to appeal more broadly to Gen Z singles interested in marriage. The relaunch cites Match's 2026 Singles in America survey findings that 72 percent of Gen Z want to get married and a quarter of 18-34 year-old singles identify with traditional values around family, faith and community. Brand marketing director Lauren DeFord said the change opens the app to people who share marriage-focused goals but don't necessarily lead with faith.