Upward adds Chivalry Mode to attract marriage-minded Gen Z

Match Group relaunched its dating app Upward in September to target young singles who prioritize traditional values and marriage. The platform had previously operated exclusively for Christian daters since its 2020 debut. The new version welcomes users who share traditional goals but do not necessarily lead with a faith-first mindset.

The redesign follows data from Match Group's 2026 Singles in America study. That survey found 72 percent of Gen Z respondents said they want to get married. Additionally, a quarter of singles aged 18 to 34 identified with traditional values regarding family, faith, and community.

Lauren DeFord, director of brand marketing at Match, described the change as a brand shift. She said the pivot aims to include people who share the same goals but may not prioritize faith. Christian singles remain central to the app's mission, according to DeFord.

Upward retains its tiered subscription model and swipe mechanics similar to Tinder. Users can add a Faith Statement to their profiles. The relaunch introduces Chivalry Mode, which prompts men to message first. It also adds a Marriage Timeline feature that allows daters to state when they hope to wed.

The marketing campaign uses Western-style imagery to frame the app as a home for modern courtship. One promotional video featured a man in a cowboy hat carrying his partner through a meadow. The company called this Americana theme part of its Wanted: For Life campaign.

Daniel Cox, director of the Survey Center on American Life, argues that Gen Z lacks clear relational priorities. He notes that a decline in social life has created a hyperindividualistic culture. An American Institute for Boys and Men survey found 44 percent of Gen Z men had no relationship experience during their teen years. Cox views the trend as a search for a script on courtship.

Other data presents a different picture of marriage intentions. A 2023 Pew Research study found only 23 percent of adults considered marriage extremely or very important for a fulfilling life. The share of high school seniors expecting to marry dropped from 80 percent in 1993 to 67 percent in 2023. Match Group states its survey of 5,000 unmarried US singles is demographically representative.

User reactions to the relaunch have been mixed. Adreanna Pulliam, a 25-year-old opera singer in Bloomington, Indiana, found the user base included men she described as MAGA types. She noted the app allows users to list body types like chubby and permits married people to join. Tauti, a social work student in California, quit the app within 48 hours. Heidi Marais, a teacher and single mom, questioned why agnostics are allowed on the platform.

Upward has not released active user numbers. The app has faced complaints about functionality and automatic bans since 2020. One App Store reviewer described the service as janky as hell. Pulliam believes the app could succeed within Christian private university communities. She added that the service may work best for users with a more closed mindset.