Is “50 to 75” the new “18 to 30”?
Match Group, the online romance experts behind Match.com, Plenty of Fish, and Tinder, has found a new way to disrupt dating: a 50+ singles platform to help people find love in their silver age. This isn’t the group’s first foray into 50+ dating, as it owns North American site Ourtime, which caters to the same age range. However, the company’s new site will be a European endevour. In France, it will operate as DisonsDemain, but retain the Anglicized name Ourtime in the UK.
The site will be launched with a dedicated campaign that addresses “young singles above 50” and hopes to tap into the growing number of ageing daters. In key European markets, Match has reported that a full third of singletons looking for love are 50 or older.
Match has significant experience – it launched Ourtime all the way back in 2011 – and will hope that its tailored offering can engage users more than generic dating sites. It will allow singles to meet through online connections, but also through real-world events specifically organized for the new site’s users. In terms of the background magic, the new product will use all of the same digital wizardry to provide a service that equals its other incredibly popular online dating products.
The site will launch first in France and the UK before rolling out across the rest of Europe. Alexandre Lubot, Match Group’s CEO, said:
"This new brand reflects our mission to offer dating services to all singles. Singles over age 50 are eager to date and deserve to be addressed in the right way, through a dedicated brand. At 50, you simply don't date the same way you did at 20 or 30, so we designed Ourtime and DisonsDemain specifically to meet their needs."
Dominion holds Match Group in its Global Trends Ecommerce Fund.
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