eHarmony Continues To Change With The Times
eHarmony has decided to kill off it’s lengthy multiple choice questionnaire. The 16-year-old online dating service made the announcement this week and said it will no longer require users to answer 150 questions before signing up for the dating service.
The company continues to change with the times and keep up with other online dating competitors. While the questionnaire was aimed at learning more about what each member was looking for, it differentiated from other services using new swiping apps. Take Tinder for example, no questionnaire is required there, just a photo gets that app up and going to find a user potential dates.
Come January the process for creating a basic eHarmony account will take no more than ten minutes, said the company to CNN. Now users will only be asked a few questions.
In a press release, obtained by CNN, the company stood behind its questionnaire, noting that more information helps the platform surface compatible matches. For those who want to fill it out, the questionnaire will still be available.
With technology becoming so big in this day and age the company continues to revamp its image and make itself a mobile-first dating service.
Neil Warren, the company’s 82-year-old founder, stepped down as CEO five months ago. While Warren retired in 2007 he re-joined eHarmony in 2012 to help with the service’s turnaround.
Grant Langston, the company’s Vice President of brand marketing, has since taken over CEO duties.
In a previous interview with CNN, Warren said he didn’t view Tinder and other dating apps as threats.
“We don’t discourage people from Tinder,” he said in February 2015 to CNN, while noting that apps like Tinder are primarily used for dating and hooking up, not marriage.
Furthermore, eHarmony is planning to roll out more new features, such as the ability to real-time text message on mobile and desktop sites this week. “The Two of You Together” is a took that is being added to highlight why it thinks two people are matches. The feature ranks the top three compatibility points, such as intellect or emotional energy, for potential couples.