In Kano, northern Nigeria’s conservative hub, matchmaking websites are experiencing a surge in popularity. In a city where it is common for women to marry as young as 18, digital platforms are reshaping traditional approaches to finding a spouse.
Why Online Matchmaking Is Growing
Local matchmakers point to demographic pressures as a driving force. Asabe Abba Yarmaishinkafi explains:
“Matchmaking is becoming more popular because the population has increased. Kano is the second most populated city in Nigeria, and it even seems as though there are more women than men, and they all want to get married. That is why matchmaking has flourished online.”
A Modern Path to Marriage
For some, like graduate student Aisha, online matchmaking offers a practical solution after years of searching. “Marriage nowadays is based on connections,” she says. “Through this service, my picture is sent to someone who is looking for a wife, and he may develop feelings for me. For me, there is nothing wrong with this, nothing to be ashamed of. It is about marriage, and I am not the first person to do it.”
Technology Meets Tradition
Organizers are increasingly turning to non-traditional methods to protect privacy and streamline matchmaking. Jafaar Isah Shanawa, CEO of Northern Halal Marriage & Family Solutions, notes: “It was carried out traditionally, but now we are using more technological tools. We use ChatGPT to modify the faces of our clients in order to maintain their privacy.” His platform has already attracted 1,000 clients and built a following of around 10,000 across social media.
