Love, (un)automated: Human matchmaking in the era of online dating

Human matchmaking has existed for millennia and continues to be an important means of relationship initiation. Yet little is known about the matchmaking process or the role of formal intermediaries in mate selection. To begin exploring this topic, a two-part study was conducted using proprietary data from a professional matchmaking company. Study 1 surveyed matchmakers about what makes their services unique and the criteria they use to select partners for their clients. Study 2 used data from couples to understand if matchmakers’ preferences align with the characteristics their clients seek in a long-term partner. The results showed that rather than matching according to others’ preferences, part of a matchmaker’s work is helping their clients discover, and in some cases reassess, what they desire in a mate. These findings provide novel insight into the commercial dating industry at a time when online dating is beginning to automate many of the tasks traditionally associated with human matchmakers.