eHarmony Aims At International Markets For Growth

Santa Monica-based matchmaking site eHarmony is looking to the overseas market to grow its service, saying today that it is launching a "globalization initiative" this year to add one new country per quarter to its service. eHarmony says it will create region-specific versions of its service, which will be customized for each country. The first new market for eHarmony is Singapore. The company--which differentiates itself from other online and mobile services in its focus on using data algorithms to match compatible individuals--says it expects its subscriber base to grow 40 to 50 percent in 2015. eHarmony--like many other, online dating services--faces the constant challenge of bringing in new users, as the company's existing users get married or find a match.