Upward
In short: Upward is a dating app owned by Match Group. It launched in March 2020 as FTH, short for Faith, and was renamed Upward later that year. Originally for Christian singles, it was relaunched in September 2026 as a modern courtship app for people who want to marry, no longer requiring users to be Christian. DII covers it as a bet on intent over identity.
Key facts
| Type | Dating app |
|---|---|
| Owner | Match Group |
| Founded | 2020 |
| Launch | Upward launched in March 2020 as FTH, short for Faith, and was renamed Upward later that year [Global Dating Insights, March 2020] |
| Owner | Upward is part of Match Group (Nasdaq: MTCH) [Press release via Finviz, 22 September 2026] |
| Fact | Upward was relaunched on 22 September 2026 as "the home of modern courtship" for people who want to date with marriage as the goal [Press release via Finviz, 22 September 2026] |
| Fact | After the relaunch users no longer need to identify as Christian, and the Social tab is being removed so the app returns to dating only [Global Dating Insights, September 2026] |
| Fact | Match Group described Upward as the number one downloaded Christian dating app in the US for Christian singles in 2020 [Match Group, 18 May 2021] |
| Fact | DII reported the repositioning of Upward for marriage-minded singles, formerly Christian-focused FTH, as a bet on intent over identity [Dating Industry Insights, 23 September 2026] |
About Upward
Upward is a dating app owned by Match Group. It launched in March 2020 under the name FTH, short for Faith, and was renamed Upward later that year. It began as a dating app for Christian singles of all denominations, and Match Group said it was the most downloaded Christian dating app in the US in 2020.
On 22 September 2026 Match Group relaunched Upward with a new visual identity as "the home of modern courtship", aimed at singles who want to date with marriage as the goal. Users no longer need to identify as Christian, although the faith background remains part of the app's roots. The Social tab, which had added friendship and community features, is being removed so that the app returns to dating only.
The launch materials cite survey findings that 72% of Gen Z want to get married and that about one in four US singles aged 18 to 34 identify strongly with traditional values. DII described the repositioning in September 2026 as a bet on intent over identity.
Features and products
- Chivalry Mode: Upward relaunch feature [Dating Industry Insights, 23 September 2026]
- Marriage Timeline: Upward relaunch feature [Dating Industry Insights, 23 September 2026]
More from Match Group
Stories about Upward
- Match Group's Upward Pivot: A Bet on Intent Over Identity
Match Group has repositioned its Upward app for the third time in under five years, dropping the faith requirement for marriage-focused singles.
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Questions about Upward
Who owns Upward?
Upward is part of Match Group, which is listed on Nasdaq as MTCH.
What was Upward called before?
Upward launched in March 2020 as FTH, short for Faith, and was renamed Upward later that year.
Is Upward only for Christians?
No longer. Since its September 2026 relaunch users do not need to identify as Christian, though the app is aimed at people who want marriage.
What is Upward?
Upward is a dating app owned by Match Group. It launched in March 2020 as FTH, short for Faith, and was renamed Upward later that year. Originally for Christian singles, it was relaunched in September 2026 as a modern courtship app for people who want to marry, no longer requiring users to be Christian.
When was Upward founded?
Upward was founded in 2020.
Also known as: FTH.