The acquisition also contains a new leadership team in Egypt dedicated to accelerate global expansion in the Muslim demographic.
Match Group announced that it has acquired Cairo-based Harmonica, an app which approaches mobile matchmaking respectively targeted towards local Muslim traditions and cultures. Additionally, a team of 12 full-time employees have joined Match Group to help in serving the Muslim demographic around the world.
Founded in April of 2017 by Sameh Saleh, Tamer Saleh, Shaymaa Ali, and Aly Khaled, the four entrepreneurs wanted to use technology to enhance the matchmaking process in a traditionally compliant and acceptable manner. Sameh founded Harmonica after witnessing his sister and other relatives attempt to meet potential partnerships through the arranged marriage process. Sameh believes that technology could bring forth meaningful relationships and empowers singles to meet their future partner in a conservative community that complies to certain cultural norms.
“Two years ago, we founded Harmonica with the goal of helping our Muslim brothers and sisters, cousins and friends to find the perfect partner. It was critical that what we built was something that represents the values that our community deeply cares about. We’ve already facilitated hundreds of marriages just in Egypt and believe that Match Group’s vast experience provides an exciting opportunity ahead,” said Saleh, CEO of Harmonica.
Match Group is the leading provider of dating products available in a variety of languages suitable for many markets around the world, with a high-quality portfolio of brands that includes Tinder, Match, OkCupid, Hinge, PlentyOfFish, and more. “The Harmonica team is not only smart and innovative, but has built a highly differentiated and technologically impressive product that truly understands the needs of this culture. We believe we’ve found great talent, with local expertise and insights that will help us further succeed in our international expansion strategy,” comments Mandy Ginsberg, CEO of Match Group.
The acquisition follows Match Group’s April 2019 reorganisation of its international leadership team to take advantage of market opportunities for products in Asia, which includes many countries with a predominantly Muslim population. As Match Group’s first office in the Middle East, Harmonica’s headquarters will remain in Cairo, with Sameh Saleh continuing as CEO.
With Match Group’s acquisition deal, Harmonica’s early stage investors Flat6Labs Cairo and 500 Startups had realised full exit on their investments in Harmonica. “From Day 1, we’ve had a great deal of trust in Harmonica’s talented team, and their truly innovative marriage matchmaking application; we’re more than thrilled that Match Group is sharing the same confidence in moving ahead with this remarkable deal,” said Ramez ElSerafy, CEO of Flat6Labs.
More of the acquisition deal’s details will be revealed in a press conference that will be held on the 26th of August, in the Greek Campus that will include the Harmonica team, Ramez ElSerafy, CEO of Flat6labs and Alexandre Lubot CEO EMEA & APAC at Match Group.
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