The story
Chemistry.com was Match’s eharmony competitor, built around anthropologist Helen Fisher’s four-type personality test. It had a loyal following in the late 2000s but was gradually starved of investment and quietly folded back into Match. A relic of the personality-quiz era of online dating.
What it did well
- Research-based personality matching
- Serious intent audience
- Distinct four-type framework
Why it faded
- Quietly wound down
- Never escaped Match.com’s shadow
- Web-era product that missed mobile