WSJ - Oct 12 - After becoming popular among college students, dating apps Tinder, Happn and The League are now welcoming singles in their late 30s and beyond. The reason? Their money. People 35 and older contribute 30% of The League's revenue, though they make up only 20% of its users. "Once you've stocked the shelves, you can start monetizing," said Mark Brooks, CEO of Courtland Brooks, a company that helps dating companies with business development. Daters aged 35 and up, he says, "know what they want and are willing to pay for it." In the US, recurring payments bring in more than 80% of the dating industry's $2.6B in annual revenue, according to Mr. Brooks's estimates. The League's revenue jumped 10% when the company allowed users over 40 to purchase memberships. Tinder charges users 30+ twice what it charges younger users for premium features.