# Match relaunches Upward for Gen Z marriage focus

> Match Group relaunches Upward app targeting Gen Zers seeking marriage.
- Title: Match relaunches Upward for Gen Z marriage focus · Mashable
- Summary: Match Group relaunches Upward app targeting Gen Zers seeking marriage. Match Group relaunches Upward as a marriage-focused app for young singles after six…
- Keywords: match group, upward, gen z, marriage, dating app, tradwife, singles in america, technology, culture, Match, relaunches, Gen
- Source: Mashable — https://mashable.com/life/match-upward-app-relaunch-tradwife-gen-z
- Author: Anna Iovine
- Published: 2026-09-22T11:00:00+00:00
- Read time: 1 min
- Topics: match group, upward, gen z, marriage, dating app, tradwife, singles in america, technology, culture
## Upward relaunch
Match Group relaunches Upward after six years as a marriage-focused app for young singles.

> For a generation told to keep things casual and see where they go, saying you want marriage can almost feel countercultural
## Gen Z marriage trends
72 percent of Gen Z want to get married according to Match's Singles in America survey.

> 72 percent of Gen Z want to get married
## Tradwife trend
The tradwife trend peaks with Yesteryear novel on New York Times bestsellers list for 23 weeks.

> Yesteryear, a novel about a tradwife influencer who wakes up in 1855, has been on the New York Times bestsellers list for 23 weeks
## Upward user focus
Upward users are predominantly Christian but focus on family goals and marriage timelines.

> On Upward, what we saw is that actually a lot of our prompts that were around, for example, 'what's your favorite Bible verse,' were actually not that popular
## Marriage timeline
99 percent of Upward users want kids and average time from match to marriage is under one year.

> Essentially, all people are looking for marriage specifically, and for them, marriage is not an if, it's a when
## Upward vs Hinge
Hinge is designed to be deleted while Upward focuses on marriage with 99 percent wanting kids.

> Whereas people on Hinge are there with certainly high intent and positive intent, on Upward, it's nearly...99 percent of people want kids
## Upward's purpose
Upward targets young singles who want marriage, with 72 percent of Gen Z wanting to marry.

> Upward is a home for singles who know what they want, hold strong standards and believe dating should lead somewhere
## Key takeaway

Match Group relaunches Upward as a marriage-focused app for young singles after six years, with 72% of Gen Z wanting to marry.