# ParshipMeet Group Focuses on 40+ Daters, Boosts Sales and Retention _ParshipMeet's pivot to 40+ daters led to a 5% sales increase at Parship and 25% at eharmony, highlighting the value of focusing on existing user bases._ Source: https://highintentmedia.com/news/dating-apps-overlook-gen-z-40-plus Author: High Intent Newsroom Published: 2026-09-21T08:00:11+00:00 Last updated: 2026-09-21T08:55:34.613116+00:00 Category: Product ## Summary ParshipMeet Group pivoted to focus on 40+ daters after struggling to attract Gen Z, leading to sales increases of 5% at Parship and 25% at eharmony. This strategy involved slowing down the dating experience with psychologist-informed matching. Operators should consider focusing on existing, older user bases for measurable financial gains and improved retention. ## Key takeaways - ParshipMeet Group increased sales by focusing on its 40+ user base. - eharmony saw a 25% sales increase and 41% conversion rise with this strategy. - Slowing the dating experience and using expert-informed matching improved results. - Online Personals Group shows profitability by operating multiple brands on one platform. - Prioritizing existing, older demographics can yield better financial outcomes than chasing Gen Z. ## FAQ ### What financial improvements did ParshipMeet Group see after pivoting to 40+ daters? After pivoting to focus on 40+ daters, ParshipMeet Group reported sales increases of 5% at Parship and 25% at eharmony. Conversion rates also rose by 23% at Parship and 41% at eharmony. Likes, retention, and renewal rates also improved, with further benefits expected in H2 2026. ### How did ParshipMeet Group change its product to appeal to 40+ daters? ParshipMeet Group redeveloped its products around 40+ daters by moving away from commoditized swiping. They now focus on presenting one profile at a time, use psychologists for matching, and leverage AI to improve matching and safety. The goal is a slower, more considered dating experience. ### What is Online Personals Group's strategy for profitability in the dating industry? Online Personals Group operates multiple profitable dating brands, including C-Date, be2, and Academic Singles, all running on a single platform. This allows for efficient feature introduction across its portfolio. They also expand through selective acquisitions, such as eDarling from Spark Networks this year. ### When did ParshipMeet Group begin to redevelop its products for 40+ daters? ParshipMeet Group began redeveloping its products around 40+ daters in mid-2025. This strategic shift came after years of chasing Gen Z had taken a toll on the business, leading them to focus on the older daters who were already using their platforms. ### What were the key takeaways from the GDI Conference regarding dating industry demographics? Executives at the GDI Conference revealed that pivoting to older demographics is delivering measurable results where youth-focused strategies had struggled. The key insight was that focusing on existing, loyal users rather than chasing trendy demographics like Gen Z can lead to stronger financial results and improved retention metrics. - ParshipMeet Group CEO Matthew Gain announced a strategic pivot to focus on 40+ daters after years of chasing Gen Z took its toll on the business - The company is moving away from commoditised swiping toward slower, psychologist-informed matching with one profile at a time - Results show sales increased 5% at Parship and 25% at eharmony, with conversion rising 23% and 41% respectively - Online Personals Group CEO Carsten Böltz operates multiple profitable dating brands including C-Date, be2, and Academic Singles, quietly acquiring eDarling from Spark Networks in 2025 The dating industry has spent years trying to crack Gen Z, but some major players are discovering success by looking in a completely different direction. At last week's GDI Conference in London, executives revealed that pivoting to older demographics is delivering measurable results where youth-focused strategies had struggled. ParshipMeet Group CEO Matthew Gain had a fairly simple message at the conference. While eharmony and Parship were busy chasing younger users, older daters kept turning up. Chasing Gen Z, Matthew said, had taken its toll. In mid-2025, the company began redeveloping its products around 40+ daters. Dating app interface on smartphone ## Slowing Down the Dating Experience The shift goes beyond advertising. ParshipMeet is moving away from commoditised swiping and slowing the process down. Instead of presenting another stack of faces to swipe through, the focus is on one profile at a time. Parship works with psychologists, while AI is being used to improve matching and safety. The idea is to create a safe place for people willing to be brave enough to start dating again in midlife. ParshipMeet has shifted much of its advertising budget to influencer marketing and reduced prices after previously raising them to offset falling revenue. Matthew said the changes are beginning to show results. > Sales increased 5% at Parship and 25% at eharmony, while conversion rose 23% and 41% respectively. Likes, retention and renewal rates also improved, with further benefits expected in the H2 of 2026. The company's willingness to adjust pricing demonstrates a commitment to making the platform accessible to its newly prioritized demographic. Mature couple on a date ## Profitable Operations Beyond the Gen Z Hype Carsten Böltz, CEO of Online Personals Group, offered another reminder that there is plenty of business beyond the industry's Gen Z obsession. He has worked in online dating for 21 years. His group is profitable, and operates C-Date, be2, Academic Singles, Singles50 and several other brands. They all run on one platform, allowing new features to be introduced across the portfolio. The company also quietly acquired eDarling from Spark Networks this year. This acquisition expands their reach in the European market while maintaining their focus on established user bases. Carsten revisited the M&A predictions he made at the IDEA Summit in Paris in 2022. He expected few major private equity deals, selective acquisitions by strategic buyers and no significant wave of dating companies merging with each other. His predictions have largely held true as the market has matured. People networking at business conference ## Lessons from Shifting Demographics > The industry spends a lot of time talking about how to attract Gen Z, how Gen Z dates and why Gen Z doesn't behave like previous generations. Matthew's experience suggests that chasing a new audience can mean losing sight of the one already using your product. The focus on Gen Z may have been a distraction from a more loyal and engaged user base. Companies that recognize and serve their existing audiences are finding sustainable growth where others struggled with demographic trends that never materialized into revenue. ### Key Takeaways - Focusing on existing loyal users rather than chasing trendy demographics can deliver stronger financial results and improved retention metrics - Slowing down the dating experience with psychologist-informed, AI-enhanced matching appeals to midlife daters seeking serious relationships - Strategic acquisitions and multi-brand portfolios operating on unified platforms create profitable, sustainable business models in mature markets Published by High Intent (High Intent Media Inc). Citation permitted with a link to the source URL above.