In September 2006, Sawyouatsinai.com launched a new feature called “suggest a match” allowing individuals on the site to suggest matches that may not have worked for them, but may be perfect for their friends. Sawyouatsinai.com is geared toward a more traditional crowd, but the lay matchmaking urge is certainly shared by almost anyone. In recognition of this, their sister site, JretroMatch.com, which is geared toward a Conservative, Reform and unaffiliated Jewish community, launched “suggest a match” in February 2007.

“If someone reads a profile and thinks ‘he’s not for me, not my type, but he might be perfect for my friend,’ rather than nothing come of it, this way something positive comes from it—it could be good for someone else,” says Danielle Jacobs, CEO of JretroMatch.com.

Suggesting a match for an ex seems a surefire way to invite awkwardness in person, but in the virtual reality of online dating, face-to-face awkwardness is seamlessly avoided by an anonymity option. “If you go on a date with someone who likes you, the last think he wants to hear is ‘I don’t like you, but go out with my friend,’” says Jacobs. “If people feel uncomfortable, they can be just as productive without being [overtly] involved.” She also points out that while the matches can be suggested by anyone, all matches are screened by the site’s professional matchmakers.

Oscar Wilde once said, “Life imitates art far more than art imitates life.” If this edict can hold true in the realm of online dating, perhaps, whether on or offline, JretroMatch.com and Sawyouatsiani.com will make matchmakers out of all of us.