Now THAT'S a match made in heaven, eh?
Match Group has announced that it has acquired Cairo-based Harmonica, an app which approaches mobile matchmaking targeted at catering to 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.
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.
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.
More of the acquisition'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.