eHarmony Adds Personal Counseling, Matchmaking Service

Santa Monica-based eHarmony is going beyond the algorithm, and into personalized counseling, saying this morning that it has launched a new service it calls eH+, which will join a personal counselor to its algorithmically driven services to present users with personalized service. According to eHarmony, the new service will provide credentialed therapists who will guide people through the entire online dating process, helping users choose matches and vetting those connections in a personal way. eHarmony said the new offering will provide a "higher level of service" and privacy to users. The new, personalized service, however, is not cheap--eHarmony said the cost of a subscription to the new eH+ service is a staggering $5,000 for one year.