Real life ‘Materialists': Why pricey personal matchmakers are surging in popularity

Yahoo

24-06-2025

Love is in the air — for a price.
Once relegated to the back of inflight magazines, whispered about furtively over lunch or thought of as a 'religious thing,' professional matchmaking is having a moment.
The new movie 'Materialists,' which stars Dakota Johnson as a high-powered matchmaker caught in a love triangle with Pedro Pascal and Chris Evans, shines a new, glamorous light on the age-old profession. A recent episode of the hate-watch du jour, 'And Just Like That …' featured Cheri Oteri as a matchmaker hired for Saria Choudhury's character. In real life, NYC matchmakers say business is booming.
It's 'blowing up' according to Bonnie Winston, the founder of Bonnie Winston Matchmaker, which charges clients as much as $150,000 for its services. Winston has seen her business grow 'exponentially' in the last few years and witnessed a 'ton' of new matchmakers enter the business.
'My clients are billionaires and multi, multi millionaires — they have success in all areas of life… except love,' she told The Post. 'They don't want to be alone.'
Winston hosts an annual industry party every May for others in her profession. In 2022, she said about 90 people attended. This year, 165 matchmakers came.
'The industry is getting a lot bigger,' she said. 'And it should [be]. What's better or more important than helping people find love?'
Winston, who has partnered with Patti Stanger from Bravo's 'The Millionaire Matchmaker' show at points, said she has been responsible for 'too many marriages to count' and added, 'The matchmaking industry has grown because it works,'
Dating Services — which include both apps and old-fashioned matchmakers — have exploded in the past few years and are projected to reach revenues of $13.4 billion by 2030. At the same time, the traditional apps that dominate the market, such as Hinge and Tinder, are experiencing some decline.
A study released in April by the digital companion platform Joi AI found that 64% of app users feel 'hopeless.' Shares in Match Group, the tech giant that operates a number of dating apps, including Tinder, Hinge and OkCupid, have tumbled more than 80% from pandemic highs.
'Post COVID, people are sick of the apps and the fakes, the scams, the Tinder swindlers, the fugazzis (crazies), and people are valuing love a little more,' said Lori Zaslow, who, along with partner Jenn Zucher, runs the NYC-based high end matchmaking service, Project Soulmate. The company charges as much as $120,000 for its services.
'People used to meet at work — but, legally, you can't do that anymore,' Zaslow said.
But, it's really the pandemic — not HR policies — that have led to a boom.
'Because of COVID, people feel like so many years of their life are just gone and they want to make up for it, they are going to use every avenue they have available,' Zucher noted.
At the same time, shutdowns left people with rusty socialization skills.
'People forgot how to flirt over COVID and aren't good at it anymore,' Zaslow said.
'And you don't want to have to do something you're not good at — you fear rejection,' Zucher added. 'With a matchmaker you know you will be set up with someone who has been vetted, is actually single, and is also looking for love.'
Winston agrees.
'People's flirting muscles atrophied and they didn't know how to do it anymore,' she said. 'They just didn't know how to get back on the horse.'
On a recent Wednesday evening on the Upper East Side, a dedicated matchmaking event at the buzzy private club Casa Tua drew 50 single men and women, ranging in age from 24 to 65.
The invitation-only evening was part of a member service for Casa Tua and a promotion for When We First, a new matchmaking company that launched this past February.
'Sex and the City' creator Candace Bushnell served as a co-host, and participants — a mix of financiers, lawyers, techies, media mavens, a few models and a former professional basketball player — posed and answered questions such as 'Have you heli-hiked and heli-skiied?'
When We First founder Sandra Hatton, who charges as much as $4,000, declared the event a success and plans to hold others.
To make things easy for their elite clients, nearly all high-end matchmakers offer services such as professional photography sessions and coaching on profiles.
'Men, please. No more shirtless selfies in your bathroom!' Zucher moaned.
Winston even hooks clients up with a psychotherapist she works with.
'If there's a break up or they are triggered or if something comes up that's above my pay grade, I include counseling sessions,' she said.
Matchmakers say their expertise and assistance more than justifies their high prices.
Winston claims to have an 85% success rate, where she defines success not as marriage but 'where people fall in love and they are loved back.'
Zucher and Zaslow say they have a 90% happiness rate
'We outsource everything these days,' Zaslow said. 'People give their dry cleaning to the dry cleaners. They give their children to a nanny. Why not pay someone to find your love match?'
Paula Froelich is the senior story editor and entertainment correspondent for NewsNation. You can follow her on Instagram at: @pfro.