Match is getting ready to stir things up for the single parents out there. On Monday, the company rolled out a new service designed to make dating as a single parent easier. No—it doesn’t send you a mail-order housekeeper, nanny, chef and logistics coordinator to manage your situation while you meet up with Mr. or Ms. Tall-Dark-and-Stormy. But it does allow single parents to compare their schedules to make sure they’re not matching with someone who doesn’t have the same free time, while also cutting to the chase on values and personality compatibility.
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“Every year, we survey and interview singles, and every year, we find the same recurring theme: single parents are having a hard time dating,” Dinh Thi Bui, vice president of new verticals at Match Group, which owns Tinder, Match, Hinge, OKCupid and other dating services, told CNN Business. He added the app was inspired in part by his sister, a single mom of two who wouldn’t sign up for an online dating service (We call that a strong sibling move… her brother is a VP at Match Group, after all) because of horror stories she’d heard from other single parents. Leaning into these stories a bit, Match Group said it conducted its own study, finding that most single parents were “ghosted” after a first date on mainstream apps. Not. Cool.
“I saw these challenges she faced getting back into the dating world, and I wanted to build a supportive community that catered to single parents like her and make it easier for them to connect without fear of judgment,” he said. May we all raise children who shape industries for the betterment of their siblings.
Happy National #SingleParentDay! Today, we announced the launch of our newest dating app, Stir, designed specifically with single parents in mind.
— Life At Match (@lifeatmatch) March 21, 2022
Big thanks to all of the team members who have worked so hard to bring Stir to life! https://t.co/oU0yTd1Sqr pic.twitter.com/kShKK1A8l7
With Stir, “Members don’t have to second guess if it will be an issue to disclose they have kids, or that they might have to cancel a date because they couldn’t find a babysitter.” Match Group found that single parents in the past “felt stigmatized in the dating world, like it is a turn-off to disclose they have children. We also saw that single parents naturally gravitate towards other single parents because they didn’t have to explain their constraints as they were in the same stage of life.”
Match launched the Stir app on National Single Parent Day, naturally. Download it via the Apple App Store and Google Play for free—and you can message others after you match. Premium memberships are $89.99 for three months and include promoting your profile in the local area and the ability to give and receive “super likes”—which allows you to let someone know you’re really digging them.
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Match Group reports that it’s committed to creating dating apps for many different types of customers. A new background check tool on Tinder and plans to launch virtual dating experiences in the “Metaverse” are other recent ways Match Group has innovated online dating.
“Having kids shouldn’t be a dealbreaker when dating,” said Bui. “We’re dedicated to giving single parents a dating experience where they are celebrated and feel like they can be themselves. With that, our hope is that they can truly focus on having a personal life beyond navigating parenthood.”
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