FORTUNE - Elite matchmaking, with fees reaching up to $300,000, is becoming increasingly popular, particularly for women over 40. Though it accounts for less than a quarter of a dating industry estimated to be worth $4B in 2024 in the U.S. alone, one-to-one matchmaking has made a pronounced comeback over the past two decades. "People have just gotten more and more comfortable with outsourcing their love life, like they would hire a personal trainer at the gym," says Rachel Greenwald, a U.S.-based matchmaker and Harvard Business School executive fellow, whose elite services command anywhere from $10K to $75K per month and a minimum three-month commitment. New York matchmaker Lisa Clampitt says that there are now ~5K matchmakers in the U.S. alone. "The industry is 100% growing," she says.