Founded 2010: Three Day Rule Builds a Modern Matchmaking Business Around Resilience and Relationships

Welcome to our year‑long series celebrating the entrepreneurs and small businesses that have shaped the nation’s economy for 250 years. You can view the entire series here.

Three Day Rule is a Los Angeles-based matchmaking service designed for high-intent singles seeking meaningful relationships. The company combines personalized matchmaking with guidance before, during, and after a date, helping clients navigate the dating process and build a strong foundation for a potential relationship.

Over a dozen-plus years, Three Day Rule has grown to employ more than 50 professionals and has built a database of more than 250,000 relationship-ready singles. The service is free for anyone to join. Its paid matchmaking service offers clients hand-selected matches and personalized support from experienced matchmakers.

For CEO Adam Cohen-Aslatei, building a company in the matchmaking industry has required the same quality he believes every entrepreneur needs: resilience.

Entrepreneurship rarely follows a straight path. Investors may say no, competitors may move faster, and unexpected challenges can make an already difficult journey even harder. Cohen-Aslatei believes entrepreneurs have to learn how to keep moving forward even when the circumstances aren’t going their way.

“My biggest piece of advice is simple: Don't give up,” Cohen-Aslatei said. “Building a company is much harder than most people imagine.”

That persistence, he said, can become a competitive advantage. Entrepreneurs will inevitably face setbacks, failures, and criticism, but those moments don’t have to determine the outcome of the business.

Instead, entrepreneurs can use those experiences to learn, adapt, and continue pursuing their vision. Cohen-Aslatei also emphasizes the importance of surrounding yourself with people who both challenge and support you while remaining focused on the company’s mission.

Building a business also means becoming comfortable with rejection. Whether the “no” comes from an investor, potential customer, partner, or a person close to the entrepreneur, Cohen-Aslatei sees rejection as a natural part of the process.

“Be prepared to hear ‘no’ far more often than ‘yes,’” Cohen-Aslatei said. “Don't let it shake your conviction if you truly believe in your vision.”

For Three Day Rule, staying committed to its vision involved creating a matchmaking experience that differs from the typical dating-app model. The company’s approach focuses on intentional dating, with matchmakers who help clients identify potential partners and navigate the early stages of a relationship.

That mission has allowed the company to serve people who are tired of swiping and blind dates and who are seeking a more personalized approach to finding a partner.

Cohen-Aslatei also believes entrepreneurs shouldn’t try to build a company entirely on their own. Instead, they should surround themselves with people who bring complementary skills and perspectives to the business.

“You don't have to be the best at everything,” he said. “In fact, the strongest companies are built by teams with diverse strengths and perspectives.”

As Three Day Rule has grown, that philosophy has become particularly important. A matchmaking business requires professionals who can understand clients, identify potential matches, and help people navigate relationships. Building a team comprising people with different strengths allows the company to approach those challenges from multiple perspectives.

For Cohen-Aslatei, building the right team extends beyond individual skills. It also entails creating a culture where employees want to contribute and grow.

Startups often can’t compete with larger companies on salary alone, he said, so entrepreneurs need to create workplaces where talented people feel valued, challenged, and excited to come to work.

“One of the biggest lessons I've learned is to stay true to who you are and the culture you want to build,” Cohen-Aslatei said.

That means hiring people who are adaptable and bring both hard and soft skills to their role. In a growing company, employees may need to take on responsibilities beyond their formal job descriptions, learn new skills, and collaborate across different areas of the business.

For Three Day Rule, culture has also become part of the customer experience. When employees enjoy working together and feel invested in the company’s mission, clients sense that energy.

Cohen-Aslatei sees culture as one of the few competitive advantages that are difficult for competitors to replicate. A strong culture can help attract and retain talented employees while creating a better experience for customers.

The company’s evolution over more than a decade illustrates how persistence and culture can shape a growing business. What began in 2010 as a modern approach to matchmaking has developed into a thriving company.

For Cohen-Aslatei, the lessons he gleaned from building Three Day Rule extend beyond matchmaking. Entrepreneurs need resilience to withstand rejection, humility to build teams with strengths that they lack, and the discipline to create a culture that reflects their values.

Building a meaningful company takes time. The entrepreneurs who succeed, he said, aren’t necessarily those who encounter the fewest obstacles. They’re often the ones who keep learning, adapting, and showing up despite the headwinds.

“Persistence is one of the greatest competitive advantages an entrepreneur can have,” Cohen-Aslatei said.

CO— aims to bring you inspiration from leading respected experts. However, before making any business decision, you should consult a professional who can advise you based on your individual situation.

CO—is committed to helping you start, run and grow your small business. Learn more about the benefits of small business membership in the U.S. Chamber of Commerce, here.