The affiliate partner program overhaul behind Tawkify’s 870% revenue growth

Situation: A high-stakes, deeply personal purchase built on the wrong kind of traffic

Tawkify isn’t competing with swipe-based dating apps. For over a decade, the company has paired clients with a dedicated, professional matchmaker. That matchmaker screens dozens or hundreds of potential matches before setting up a real, in-person date—handling everything from logistics to post-date feedback and coaching. 

Today, it is the largest matchmaking service in the country, facilitating a few thousand dates every month. Given Tawkify’s scale, the company offers custom matchmaking packages at every budget—ranging from a few thousand dollars to $70K—reflecting a serious, considered investment rather than a casual one.

Matchmaking is still a niche category. Many consumers don’t know it exists as an option, or assume it’s out of reach. And for the people who do consider it, the decision is slow and deeply personal. Many prospects are researching Tawkify during a major life transition, such as a divorce, and may spend weeks or months building trust before they ever book a call. That combination of low awareness and a long, high-stakes decision window meant the team needed partners who could do more than drive a quick, discount-motivated click.

Historically, Tawkify’s partner program leaned heavily on lower-funnel traffic. The team needed to find new, high-quality partners in verticals it hadn’t yet tapped, while also getting more out of the publisher relationships it had already built over the years.

Solution: Using impact.com’s platform to diversify the partner mix and deepen existing relationships

Breaking into untapped publisher verticals

Tawkify’s partnerships team used impact.com’s Marketplace and Partner Discovery tools to identify and recruit publishers in verticals it hadn’t tapped before, including loyalty, connected TV (CTV), and card-linked offers. The team is also testing further into age-specific audience publishers, employee benefit platforms, and lifestyle and dating-focused newsletters, using each test to sharpen how it selects partners going forward.

Making new partner types worth activating

Different partner types need different incentives to make a partnership worthwhile. impact.com’s dynamic commissioning tools let Tawkify tailor compensation by partner type and role—flat fee for some, commission-based for others—rather than applying a single structure across a program as varied as this.

Growing revenue with long-standing partners through ongoing optimization

Recruiting new publisher verticals was only half the strategy. Tawkify also invested in ongoing optimization with several of its longest-standing publisher relationships. This included refining offers, creative, and placements to substantially grow revenue from partners who already knew the brand well.

Keeping a real-time pulse on performance

The team relies on impact.com’s advanced tracking and reporting to keep a real-time pulse on the partner program and the broader sales funnel. That means tracking distinct milestones—a completed intake form, a scheduled call with a Tawkify concierge, and, ultimately, an order placed. With that visibility, the team always knows how seriously considered a given purchase really is.

The team also uses impact.com’s reporting to understand each partner’s SEO/GEO value, informing how budget is allocated toward partners with higher rankings and citations, not just higher click volume.

Full-funnel coverage across the buyer’s journey

Funnel stage	Strategy	Impact
Top of funnel (awareness)	Use Marketplace and Partner Discovery to identify and recruit publishers in formerly untapped verticals, then test a mix of commission and flat-fee compensation to see what resonates.	New traffic and word-of-mouth among the 40+, higher-income audience that doesn’t yet know matchmaking is within reach.
Mid-funnel (consideration)	Layer in loyalty, CTV, and other always-on partner types to stay visible while high-stakes prospects research and compare over weeks or months.	Keeps Tawkify top-of-mind through long, emotionally weighted decision windows—including for prospects navigating divorce or other life transitions.
Bottom of funnel (conversion)	Use dynamic commissioning to reward partners who support the final decision, while steadily reducing reliance on discount-driven coupon traffic.	Protects margin and shifts the program toward partners who drive genuinely new, high-intent clients rather than deal-seekers.

Outcome: New revenue drivers, deeper legacy partnerships, and the growth that followed

870%	26% → 2%	47% / 37%
Partner-driven revenue growth since Oct. 2025	Revenue share from coupon sites	Conversion vs. awareness partner split

• 870% partner-driven revenue growth since October 2025, as Tawkify recruited and activated new revenue and traffic drivers across several formerly untapped publisher verticals, while substantially growing revenue with some of its longest-standing partners.
• Previously, 26% of program revenue came from coupon sites; after diversifying into loyalty, CTV, and content partners, that’s down to just 2%, building a portfolio on partners who drive incremental, not discount-driven, revenue.
• 47% of Tawkify’s active click-and-sale partners now drive conversion, and 37% drive brand awareness, providing a mix that matches a buyer’s journey that can span months.

Matchmaking is a category most people don’t know exists, and choosing a matchmaker is as personal a decision as it gets. Growth couldn’t come from chasing volume or leaning on discounts alone. It came from using impact.com’s platform to find the right new partners, get more out of the relationships already in place, and build a mix deliberately matched to how people actually make a decision like this. That means moving slowly, thoughtfully, and with thorough research along the way.

Looking ahead: Building toward creator-driven awareness

With matchmaking still an unfamiliar category to many consumers, Tawkify has set up a dedicated creator program on impact.com and begun recruiting creators to reach audiences who haven’t yet considered matchmaking. Creator tools offered by impact.com have made prospecting, recruiting, and outreach to creators more efficient as the team builds them out. The program is still in its early stages—partnerships are being onboarded, with results expected to develop over time.

Want results like Tawkify? Contact grow@impact.com or request a demo today.

Further readings: 

• How brands can find successful publisher partners (blog) 
• Partner marketing examples: 12 proven strategies to grow your brand in 2025 (blog)
• From full funnel to full circle: 5 ways marketers can adapt to the new digital marketing funnel (blog) 
• The modern customer journey (research report)