Christian Dating App Upward Relaunches With Focus on Marriage

Match Group is relaunching its Christian dating app Upward with a new focus on “modern courtship.” The dating app is moving beyond its original Christian-only positioning to target singles looking for commitment, marriage and family.

Match Group launched the app in March 2020 under the name FTH, short for Faith. It was renamed Upward later that year and built around Christian dating. Match Group said it became the most downloaded Christian dating app in the U.S. during 2020. Upward later expanded into friendship and community features.

Now Upward is changing course again. The Social tab is being removed and the app is going back to dating only. It is also opening the door to a wider audience. Upward still describes Christianity as part of its roots, but users no longer need to identify as Christian. The common ground is meant to be a desire for marriage, family and a committed relationship.