{"success":true,"data":{"pressRelease":{"id":"149343","rtpr_id":"nPn2DS1N1a-20260922","ticker":"MTCH","exchange":"NASDAQ","all_tickers":["MTCH"],"title":"UPWARD RELAUNCHES AS THE HOME OF MODERN COURTSHIP","author":"PR Newswire","published_at":"2026-09-22T11:00:00.708Z","article_body":"UPWARD RELAUNCHES AS THE HOME OF MODERN COURTSHIP\nPR Newswire\n\nDALLAS, Sept. 22, 2026\n\nWith 72% of Gen Z wanting to get married, Match Group's Upward becomes the\nhome of modern courtship for people dating with marriage in mind\n\nDALLAS, Sept. 22, 2026 /PRNewswire/ -- Upward is ushering in a new era of\ndating as the home of modern courtship, welcoming a broader generation who\nknow marriage is the goal and believe the way they date should reflect it.\n\nMatch Group's 2026 Singles in America study points to a generational shift:\n72% of Gen Z want to get married, more than any other generation. Upward gives\nthat ambition a home through modern courtship, putting marriage at the center\nof dating with clear intentions, purposeful pursuit and mutual effort from the\nstart.\n\nLaunched in 2020, Upward was built from a community that had strong conviction\naround faith, family and marriage. The relaunch builds on that foundation to\nwelcome a broader generation reclaiming traditional courtship for modern life,\nwhere wanting a family is an ambition to embrace, not something to downplay.\n\n\"For a generation told to keep things casual and see where they go, saying you\nwant marriage can almost feel countercultural,\" said Lauren DeFord, Director\nof Brand Marketing at Match Group. \"Upward members have always been clear\nabout what they're building toward. Built for people dating with marriage in\nmind, Upward is a home for singles who know what they want, hold strong\nstandards and believe dating should lead somewhere.\"\n\nMatch Group research points to the size of that opportunity. Approximately one\nin four U.S. singles ages 18–34 strongly identifies with a combination of\ntraditional values around family, faith and community while navigating modern\nlife.\n\nThe relaunch brings modern courtship to life through a refreshed app\nexperience designed to make values, future goals and relationship expectations\nmore visible earlier in dating.\n\n * Chivalry Mode is an opt-in experience for members who prefer a more\ntraditional first-move dynamic. When both members opt in, he is encouraged to\nsend the first message and she chooses whether to respond or politely unmatch.\n * Marriage Timeline lets members share when they hope to get married and see\nwhether potential matches share a similar timeline.\n * Core Values gives members a way to show what matters most to them and quickly\nsee whether they share a potential match's priorities.\nThis is modern courtship in action: women are clear about their standards, men\npursue with purpose, and both move toward marriage together.\n\nThe clearest proof of Upward's purpose is why members join and why they leave.\nNearly every Upward member ages 18–30 surveyed says they want a family,\nmaking \"family\" the platform's most-selected Core Value. And the #1 reason\nmembers say they leave is the outcome Upward is built for: they found someone\nworth leaving the app for.\n\nThe relaunch also introduces a new visual identity created in partnership with\nCorner Table Creative. A refined logo and app icon, distinctive typography and\nromantic imagery give Upward a bolder, more confident expression of its\nmarriage-minded purpose. Drawing from Americana and the intimacy of a personal\nscrapbook, the new identity feels warm, nostalgic and distinctly human,\nanchored by subtle ring-inspired detail.\n\nThe accompanying \"Wanted for Life\" campaign brings that purpose to life\nthrough a playful, modern take on wanted posters. It celebrates the qualities\nmembers want in a lifelong partner, from good manners and meaningful effort to\ncommitment that goes the distance. Through playful lines like \"Known to change\na tire, not his feelings for you\" and \"Often described as wifey material,\"\nUpward puts commitment and courtship where its members believe they belong: at\nthe center of dating, not in a conversation saved for later.\n\n\"We wanted Upward's new brand to feel as intentional as the people who use\nit,\" said Rachel Brandt, CEO of Corner Table Creative. \"By pairing the\nintimacy of a scrapbook with the boldness of Americana and wanted posters, we\nmade the pursuit of lasting love feel confident, human, and a little\nrebellious.\"\n\nThe campaign will roll out across paid and organic social, streaming video and\naudio ads, with additional creative featuring real Upward couples who found\nlasting love on the app, bringing modern courtship to life from first match to\nmarriage.\n\nAbout Upward\n\nUpward is the home of modern courtship, built for people who know marriage is\nthe goal and believe the way they date should reflect it. Part of Match Group\n(NASDAQ: MTCH), Upward helps members pursue lasting relationships through a\ndating experience centered on clear intentions, mutual effort, and shared\nvalues. Founded in 2020 as a Christian dating app, Upward remains grounded in\nits faith-based roots while welcoming a broader generation of people seeking\ncommitment, marriage, and family.\n\nAbout Match Group\n\nMatch Group (NASDAQ: MTCH), through its portfolio companies, is a leading\nprovider of digital technologies designed to help people make meaningful\nconnections. Our global portfolio of brands includes Tinder®, Hinge®,\nUpward®, Match®, Meetic®, OkCupid®, Pairs™, PlentyOfFish®, Azar®,\nBLK®, and more, each built to increase our users' likelihood of connecting\nwith others. Through our trusted brands, we provide tailored services to meet\nthe varying preferences of our users. Our services are available in over 40\nlanguages to our users all over the world.\n\n \n\nView original content to download\nmultimedia:https://www.prnewswire.com/news-releases/upward-relaunches-as-the-home-of-modern-courtship-302885533.html\n(https://www.prnewswire.com/news-releases/upward-relaunches-as-the-home-of-modern-courtship-302885533.html)\n\nSOURCE Upward\n\n\n\nPR@match.com\n\nPhoto: \nhttps://mmx.prnewswire.com/media/MS1993498/Upward_Horizontal_Header_2-ID-ff1b3d589cb8.jpg?id=OA2962542\nhttps://mmx.prnewswire.com/media/MS1993313/Upward-Logo.jpg?id=OA2962212\n\nCopyright (c) 2026 PR Newswire Association,LLC. All Rights Reserved.","article_body_html":"","raw_payload":{"data":{"id":"nPn2DS1N1a-20260922","title":"UPWARD RELAUNCHES AS THE HOME OF MODERN COURTSHIP","author":"PR Newswire","ticker":"MTCH","created":"2026-09-22T11:00:00.708Z","tickers":["MTCH"],"exchange":"NASDAQ","article_body":"UPWARD RELAUNCHES AS THE HOME OF MODERN COURTSHIP\nPR Newswire\n\nDALLAS, Sept. 22, 2026\n\nWith 72% of Gen Z wanting to get married, Match Group's Upward becomes the\nhome of modern courtship for people dating with marriage in mind\n\nDALLAS, Sept. 22, 2026 /PRNewswire/ -- Upward is ushering in a new era of\ndating as the home of modern courtship, welcoming a broader generation who\nknow marriage is the goal and believe the way they date should reflect it.\n\nMatch Group's 2026 Singles in America study points to a generational shift:\n72% of Gen Z want to get married, more than any other generation. Upward gives\nthat ambition a home through modern courtship, putting marriage at the center\nof dating with clear intentions, purposeful pursuit and mutual effort from the\nstart.\n\nLaunched in 2020, Upward was built from a community that had strong conviction\naround faith, family and marriage. The relaunch builds on that foundation to\nwelcome a broader generation reclaiming traditional courtship for modern life,\nwhere wanting a family is an ambition to embrace, not something to downplay.\n\n\"For a generation told to keep things casual and see where they go, saying you\nwant marriage can almost feel countercultural,\" said Lauren DeFord, Director\nof Brand Marketing at Match Group. \"Upward members have always been clear\nabout what they're building toward. Built for people dating with marriage in\nmind, Upward is a home for singles who know what they want, hold strong\nstandards and believe dating should lead somewhere.\"\n\nMatch Group research points to the size of that opportunity. Approximately one\nin four U.S. singles ages 18–34 strongly identifies with a combination of\ntraditional values around family, faith and community while navigating modern\nlife.\n\nThe relaunch brings modern courtship to life through a refreshed app\nexperience designed to make values, future goals and relationship expectations\nmore visible earlier in dating.\n\n * Chivalry Mode is an opt-in experience for members who prefer a more\ntraditional first-move dynamic. When both members opt in, he is encouraged to\nsend the first message and she chooses whether to respond or politely unmatch.\n * Marriage Timeline lets members share when they hope to get married and see\nwhether potential matches share a similar timeline.\n * Core Values gives members a way to show what matters most to them and quickly\nsee whether they share a potential match's priorities.\nThis is modern courtship in action: women are clear about their standards, men\npursue with purpose, and both move toward marriage together.\n\nThe clearest proof of Upward's purpose is why members join and why they leave.\nNearly every Upward member ages 18–30 surveyed says they want a family,\nmaking \"family\" the platform's most-selected Core Value. And the #1 reason\nmembers say they leave is the outcome Upward is built for: they found someone\nworth leaving the app for.\n\nThe relaunch also introduces a new visual identity created in partnership with\nCorner Table Creative. A refined logo and app icon, distinctive typography and\nromantic imagery give Upward a bolder, more confident expression of its\nmarriage-minded purpose. Drawing from Americana and the intimacy of a personal\nscrapbook, the new identity feels warm, nostalgic and distinctly human,\nanchored by subtle ring-inspired detail.\n\nThe accompanying \"Wanted for Life\" campaign brings that purpose to life\nthrough a playful, modern take on wanted posters. It celebrates the qualities\nmembers want in a lifelong partner, from good manners and meaningful effort to\ncommitment that goes the distance. Through playful lines like \"Known to change\na tire, not his feelings for you\" and \"Often described as wifey material,\"\nUpward puts commitment and courtship where its members believe they belong: at\nthe center of dating, not in a conversation saved for later.\n\n\"We wanted Upward's new brand to feel as intentional as the people who use\nit,\" said Rachel Brandt, CEO of Corner Table Creative. \"By pairing the\nintimacy of a scrapbook with the boldness of Americana and wanted posters, we\nmade the pursuit of lasting love feel confident, human, and a little\nrebellious.\"\n\nThe campaign will roll out across paid and organic social, streaming video and\naudio ads, with additional creative featuring real Upward couples who found\nlasting love on the app, bringing modern courtship to life from first match to\nmarriage.\n\nAbout Upward\n\nUpward is the home of modern courtship, built for people who know marriage is\nthe goal and believe the way they date should reflect it. Part of Match Group\n(NASDAQ: MTCH), Upward helps members pursue lasting relationships through a\ndating experience centered on clear intentions, mutual effort, and shared\nvalues. Founded in 2020 as a Christian dating app, Upward remains grounded in\nits faith-based roots while welcoming a broader generation of people seeking\ncommitment, marriage, and family.\n\nAbout Match Group\n\nMatch Group (NASDAQ: MTCH), through its portfolio companies, is a leading\nprovider of digital technologies designed to help people make meaningful\nconnections. Our global portfolio of brands includes Tinder®, Hinge®,\nUpward®, Match®, Meetic®, OkCupid®, Pairs™, PlentyOfFish®, Azar®,\nBLK®, and more, each built to increase our users' likelihood of connecting\nwith others. Through our trusted brands, we provide tailored services to meet\nthe varying preferences of our users. Our services are available in over 40\nlanguages to our users all over the world.\n\n \n\nView original content to download\nmultimedia:https://www.prnewswire.com/news-releases/upward-relaunches-as-the-home-of-modern-courtship-302885533.html\n(https://www.prnewswire.com/news-releases/upward-relaunches-as-the-home-of-modern-courtship-302885533.html)\n\nSOURCE Upward\n\n\n\nPR@match.com\n\nPhoto: \nhttps://mmx.prnewswire.com/media/MS1993498/Upward_Horizontal_Header_2-ID-ff1b3d589cb8.jpg?id=OA2962542\nhttps://mmx.prnewswire.com/media/MS1993313/Upward-Logo.jpg?id=OA2962212\n\nCopyright (c) 2026 PR Newswire Association,LLC. All Rights Reserved."},"type":"article","timestamp":"2026-09-22T11:00:00.769144109Z","server_sent_at_ms":1790074800769},"received_at":"2026-09-22T11:00:00.826Z","source_url":"https://www.prnewswire.com/news-releases/upward-relaunches-as-the-home-of-modern-courtship-302885533.html"},"analysis":{"id":"138147","press_release_id":"149343","analysis_json":{"industry":{"label":"Interactive Media & Services","sector":"Communication Services"},"redFlags":["No user counts, revenue or retention metrics disclosed for Upward; relaunch impact is unquantified","Messaging leans into traditional gender-role framing (e.g., 'Chivalry Mode'), which may polarize some audiences and draw social-media backlash"],"eventType":"product_launch","narrative":"Match Group is relaunching Upward, its faith-based dating app founded in 2020, as the home of 'modern courtship' for singles dating with marriage in mind.\n\nThe refreshed app experience adds Chivalry Mode, Marriage Timeline and Core Values, features designed to surface intentions, timelines and priorities earlier in dating.\n\nMatch Group's 2026 Singles in America study found 72% of Gen Z want to get married, and the company estimates roughly one in four U.S. singles ages 18-34 strongly identify with traditional values around family, faith and community.\n\nA new visual identity from Corner Table Creative and a 'Wanted for Life' campaign will roll out across paid and organic social plus streaming video and audio; no user or financial metrics for Upward were disclosed.","sentiment":"neutral","agentHooks":{"shouldPost":false,"suggestedAngle":"Match Group bets on marriage-minded Gen Z with the Upward relaunch — watch whether the repositioning moves subscriber trends in coming quarters."},"keyFigures":{"customDimensions":{"upward_founded_year":2020,"gen_z_want_marriage_pct":"72%","traditional_values_share":"approximately 1 in 4 U.S. singles ages 18-34 strongly identifies with traditional values around family, faith and community"}},"quotedText":"Nearly every Upward member ages 18–30 surveyed says they want a family","namedEntities":{"people":[{"name":"Lauren DeFord","role":"Director of Brand Marketing at Match Group"},{"name":"Rachel Brandt","role":"CEO of Corner Table Creative"}],"products":["Upward","Chivalry Mode","Marriage Timeline","Core Values","Wanted for Life campaign","Tinder","Hinge","Match","Meetic","OkCupid","Pairs","PlentyOfFish","Azar","BLK"],"companies":[{"name":"Match Group","ticker":"MTCH","relationship":"filer; parent company of Upward"},{"name":"Corner Table Creative","relationship":"creative agency partner for Upward's new visual identity"}],"dollarAmounts":[]},"materialImpact":{"score":2,"reasoning":"This is a brand relaunch and marketing campaign for Upward, a niche faith-based app within Match Group's portfolio. No financial metrics, user counts, or guidance are disclosed, so near-term market impact is minimal."},"tickerRelevance":{"others":[],"primary":"MTCH"},"globalImportance":12,"audienceRelevance":32,"eventTypeSecondary":[],"importanceComponents":{"tickerTier":"household consumer-internet brand (Tinder/Hinge parent)","productTier":"niche faith-based app within a large brand portfolio","eventGravity":"brand relaunch and ad campaign with no financial disclosures","issuerAuthored":true,"financialMetricsDisclosed":false}},"event_type":"product_launch","event_type_secondary":null,"sentiment":"neutral","material_impact_score":2,"narrative":"Match Group is relaunching Upward, its faith-based dating app founded in 2020, as the home of 'modern courtship' for singles dating with marriage in mind.\n\nThe refreshed app experience adds Chivalry Mode, Marriage Timeline and Core Values, features designed to surface intentions, timelines and priorities earlier in dating.\n\nMatch Group's 2026 Singles in America study found 72% of Gen Z want to get married, and the company estimates roughly one in four U.S. singles ages 18-34 strongly identify with traditional values around family, faith and community.\n\nA new visual identity from Corner Table Creative and a 'Wanted for Life' campaign will roll out across paid and organic social plus streaming video and audio; no user or financial metrics for Upward were disclosed.","key_figures":{"customDimensions":{"upward_founded_year":2020,"gen_z_want_marriage_pct":"72%","traditional_values_share":"approximately 1 in 4 U.S. singles ages 18-34 strongly identifies with traditional values around family, faith and community"}},"named_entities":{"people":[{"name":"Lauren DeFord","role":"Director of Brand Marketing at Match Group"},{"name":"Rachel Brandt","role":"CEO of Corner Table Creative"}],"products":["Upward","Chivalry Mode","Marriage Timeline","Core Values","Wanted for Life campaign","Tinder","Hinge","Match","Meetic","OkCupid","Pairs","PlentyOfFish","Azar","BLK"],"companies":[{"name":"Match Group","ticker":"MTCH","relationship":"filer; parent company of Upward"},{"name":"Corner Table Creative","relationship":"creative agency partner for Upward's new visual identity"}],"dollarAmounts":[]},"model_name":"glm-5.3-flash","prompt_hash":"sha256:727b4b9429a443af","schema_hash":"sha256:05005c02d9cffac9","created_at":"2026-09-22T13:49:00.994Z","global_importance":12,"audience_relevance":32,"importance_components":{"tickerTier":"household consumer-internet brand (Tinder/Hinge parent)","productTier":"niche faith-based app within a large brand portfolio","eventGravity":"brand relaunch and ad campaign with no financial disclosures","issuerAuthored":true,"financialMetricsDisclosed":false}},"durationMs":179781,"modelName":"glm-5.3-flash"}}