One change is letting people take the questionnaire a little at a time. Despite evolving the company, he insisted he's not changing "what we're doing or the mission of the company.
We're always about trying to find you your last first date. A recent eHarmony poll found the most important attribute men and women cite is "sense of humor," followed by "kindness…charisma" and "intrigue.
Langston says it's more than that. It's a broad-based compatibility that makes people happy together for a long time. But if I had to pick just one that makes a lot of difference, it's adaptability. People that are rigid and not adaptable are much harder to match them.
The stakes are high for eHarmony, with an estimated million Americans being single and the effort to match them up becoming an even bigger business than ever. Match Group is the largest company with a Meanwhile, eHarmomy is a distant second with an Langston says in the last five years free apps have brought twenty-somethings into the marketplace. If the goal is marriage, it seems to work. Now, Waldorf says, at least 50, couples have married as a result of using eHarmony.
It's becoming common for the company to get word of daughters being named "Harmony. The roots of eHarmony are serious and conservative. Warren also published his books with Dobson's publishing company until Dobson became highly active politically in , when that relationship ended. But Waldorf says the service has always welcomed members from all religions - and is currently advertising its success helping a rabbi find a husband.
Says Waldorf: "I have lots of users who are not Christian, but I do think our site works really well for people who tend to be more spiritual, regardless of their faith. Remember, this is a marriage, not a dating site.
Indeed, there has been controversy, and even an ongoing lawsuit, over eHarmony's lack of services for gay users. Waldorf says down the road eHarmony could quite possibly expand into helping with such relationships.
But it makes sense to me that success there could very well require different data and underlying matching algorithms. As it is now, it's a great business. Paid subscribers are up 30 percent year over year, and revenue and profits, he says, roughly track that figure. Now the company has expanded into Canada, with the UK and China next. The challenge is that each national market requires an entire new set of sociological research to underpin the matching software.
This is an Internet company that has largely been driven by old media. TV advertising featuring testimonials from wedded couples has driven it this far. Consumer research shows that 24 percent of all Americans can identify what eHarmony does with no help. That's the kind of brand that has staying power. So now Waldorf, who was originally just a big investor and stepped into the CEO role 18 months ago, is setting his sights on a more wide-ranging set of services.
He notes that by now the company has deep demographic data on about 16 million people who have passed through. Software for soft stuff.
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