The story
Yahoo! Personals rode the portal giant’s traffic to become one of the biggest dating destinations of the early 2000s. When Yahoo began shedding side businesses it shut Personals in 2010 and handed its users to Match.com. A whole generation’s first online-dating experience, gone with the portal era that made it.
What it did well
- Massive reach in its prime
- Simple classifieds-style format
- Trusted mainstream brand for its time
Why it faded
- Closed in 2010
- Users migrated to Match
- Never made the leap to mobile