Online dating is big business, and one that's full of a little worry due to its business model of fighting to both satisfy your customer's needs to never use your service again – while also trying to ensure they keep using your service.
So, one way around such a dilemma is diversifying, and that's what eHarmony.com has decided is the best option. But how's it starting such a venture?
Well, it's using something called eH+; a one-year contract with your own âPersonal Counsellor' for $5,000.
This goes against the algorithms used by the site to match people with their perfect partner, this new service gives customers a chance to have a consultant find them the perfect person.
But it doesn't seem to phase eHarmony as its vice president Grant Langston seems to be defending the move to humans matching up humans instead of machines doing the legwork.
"It's too hard for a computer to take two people and understand what they want from a physical standpoint in a way that really elicits chemistry between them," Langston told Quartz. "We think it's much more likely that a human being can do that sort of thing, and of course, that's what the counsellor's going to be asking."
Counsellors will be psychologists or certified marriage counsellors who'll make use of Skype and phone calls to help pair up their client with the perfect partner.
Essentially it allows super-busy eHarmony users to have someone else manage their profile so they don't have to. Not a bad plan really.
But this stage of eH+ is just the start as the founder, Neil Clark Warren, of eHarmony has plans to expand the site into the realms of jobs, friend-making and the relentless pursuit of eliminating the pain of ageing.
Essentially he wants to become a new kind of "relationship site".
It's certainly an interesting venture for the business to go down, especially the move into the jobs market, but it shows that perhaps the online dating space has become far too tricky and overcrowded by cheaper alternatives and easier methods – such as Tinder.
*michael sweet* – Flickr]