Matchmaking: The New Way to Find Love in the Americas
- Antonio Carlos Faustino
- Jul 2
- 3 min read
Do you believe in destiny or algorithms? In the Americas, the search for love is increasingly digital and personalized. Matchmaking — or "modern matchmaking" — has become a global trend, but it is in the Americas that this practice has gained sophistication, scale and purpose.
What is matchmaking?
Matchmaking is a process of connecting people in love based on compatible criteria. Unlike traditional dating apps, matchmaking is more selective, personalized and often accompanied by professionals — so-called "matchmakers".
On modern platforms like Tawkify , Elite Singles and even local initiatives like Par Perfeito Premium , users don't just create a profile: they are evaluated by experts who use AI, behavioral psychology and statistics to find the best possible love match.
Why has matchmaking grown in the Americas?
1. Fast-paced lifestyle
In big cities like São Paulo, New York, Bogotá and Buenos Aires, free time is scarce. People also prioritize efficiency in their love lives. No one wants to waste time on matches that have no future.
2. Failure in traditional applications
According to the Pew Research Center (2023), 67% of dating app users in the US say they are frustrated with the superficiality of online dating. Matchmaking offers a different proposition: quality over quantity.
3. Pandemic and isolation
Social distancing has boosted the search for meaningful connections. In Brazil, searches for “serious relationship” and “professional matchmaker” increased by more than 300% between 2020 and 2022, according to data from Google Trends.
How does matchmaking work in practice?
Detailed registration Unlike common applications, here the user fills out personality, values and life goals tests.
Analysis by AI or experts Some systems use advanced algorithms, others combine technology with psychologists or love therapists.
Careful selection of matches The user receives only highly compatible profiles.
Progress monitoring In many cases, there are coaching and feedback sessions after the meetings.
Matchmaking vs Dating Apps
Criterion | Professional Matchmaking | Traditional Applications |
Match quality | High | Low/random |
Emotional investment | High | Shallow |
Costs | Medium/High | Free or low |
Long-lasting results | Most likely | Uncertain |
The love industry: shocking data
The global online dating industry is expected to be worth over US$9 billion by 2027 (Statista, 2024).
The professional matchmaking market in the Americas has grown by 22% per year since 2020 (IBISWorld, 2024).
The search for "find love online" has an average CPC of $2.50 to $5.00 on advertising platforms like Google Ads.
Inclusive Matchmaking: Love for All Identities
One of the great advantages of modern dating platforms is their inclusivity . LGBTQIA+ couples, people over 50, and even individuals with disabilities have found platforms like MyTransgenderDate , SilverSingles , and Glimmer to be safe and personalized spaces to find love.
Challenges and criticisms of matchmaking
Although promising, matchmaking faces criticism:
High cost : Plans can cost anywhere from $100 to over $2,000.
Unrealistic expectations : The ideal of "soulmates" can lead to frustration.
Privacy : Sensitive data needs to be rigorously protected.
Tip: Always check if the platform has a robust privacy policy and SSL seal.
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📚 References:
PEW RESEARCH CENTER. Online Dating and Relationships . Washington, 2023. Available at: https://www.pewresearch.org . Accessed: July 2, 2025.
STATISTA. Online Dating Industry - Revenue worldwide 2020-2027 . Hamburg, 2024. Available at: https://www.statista.com . Accessed on: July 2, 2025.
IBISWORLD. Matchmaking Services in North America – Market Research Report . Melbourne, 2024. Accessed on: 2 Jul. 2025.
GOOGLE TRENDS. Serious Relationship – Brazil . Mountain View, 2022. Available at: https://trends.google.com . Accessed on: July 2, 2025.
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