EHarmony is gearing up for a battle to win back millennials from Tinder and Bumble

EHarmony is gearing up for a battle to win back millennials from Tinder and Bumble

But only in his six months as the company’s new CEO has an important lesson become clear: Love conquers all – except when other dating apps are much easier to use.

“Whatever the onboarding time is for us,” Langston recently told Business Insider, raising a flattened hand to about eye-level, “Tinder is here,” he said, lowering his hand about two feet. “We’ve got to get in the universe of ease of use, so that the person who wants a relationship can see a way to use us.”

Historically, eHarmony has not thought of swipe-based apps as competitors, since they tend to cater to more casual daters. But there are plenty of people who now use those apps to look for long-term partners – on Tinder it’s 80% of users. Langston sees that shift as his best chance to entice marriage-seekers and, in the process, revive a dying brand.

‘That’s our failure’

Langston is the first to admit eHarmony needs help. Though the company essentially pioneered online dating a decade and a half ago, it has since fallen far behind the pack. Continue reading “EHarmony is gearing up for a battle to win back millennials from Tinder and Bumble”