What happened to Eharmony?


I don't hear about Eharmony anymore. It was only years ago that I couldn't turn on the TV without seeing some ads. But recently, I have seen no ads nor heard anyone talking about it. On the other hand, I do hear quite a bit about dating apps like Tinder, among many others (Check out this article for some interesting information on Tinder). So has Eharmony lost its popularity? Not so fast.


Upon doing a bit of digging, I've found that Eharmony is still going strong, boasting millions of members. One of its attractive elements is that it caters to a specialized market. That is, a market consisting of people who are ready to commit. Often times, this includes people in an older age group compared to other dating site. It's not uncommon to find people on Eharmony who are in their late 30s or 40s. Even people in their 50s and 60s use Eharmony. Of course, you'll find people in all age groups at just about any dating site, but the phenomenon is more pronounced at Eharmony, to be sure. (FYI, Couponleaf.com has an eharmony free trial offer)


I myself had an Eharmony account years ago. It was my understanding that accounts don't get deleted, so I logged back in recently to check it out. To my surprise, I was able to get in, and everything was as I remembered it to be. It seems Eharmony has not made many changes to how its dating site works, although there were cosmetic differences to their site. Years had gone by, and very little had changed. But is this a good thing, or a bad thing? To my mind, there are two ways to look at this.

A) The site has not changed much because Eharmony has not actively explored ways to improve their model. This is the cynical view, which I actually don't hold. But it's certainly understandable that this is how some people will interpret things. After all, most other sites make changes at an almost dizzying pace.


B) It's also possible Eharmony has not changed its site a lot because the model they are using works so well. After all, why fix something which is not broken. I believe this is the more likely case. Let's face it -- if over a million people got married thanks to Eharmony, why make any changes?


The truth, it turns out, is somewhere in the middle. I've read that Eharmony constantly works on its matching algorithm to get it to work even better than it already does. So it appears that Eharmony does make constant improvements, just not in a highly visible way.