Jaymatchmaker, the online identity of Canadian-based Nigerian relationship therapist and content creator Amadi Uchechi Jennifer, is expanding beyond digital matchmaking into community support for financially vulnerable singles.

Amadi, born on 4 February 1989 in Port Harcourt, Rivers State, runs Datestreama, a live matchmaking platform with more than 400,000 followers on TikTok. During live sessions, prospective participants interact publicly before potential matches are made.

She said the challenges facing many singles go beyond finding someone to talk to.

“For some people, especially those dealing with unemployment, unstable income or the cost of maintaining a household, the bigger obstacle is whether they feel economically prepared to enter a relationship at all,” she noted.

In 2026, Amadi established the Jay Foundation to support single people in her matchmaking community who are experiencing financial difficulties. The initiative focuses on providing assistance to financially vulnerable participants connected to the platform.

Unlike conventional dating apps, where users create profiles and search independently, creator-led matchmaking allows the host to remain directly involved with participants, communicate during live broadcasts and build a community around the service.

“That closer involvement also brings additional responsibilities,” Amadi said. “The more closely you engage with people’s personal lives, the greater the need for safeguards around privacy, financial transactions, identity verification and clear expectations about what the service can provide.”

Those concerns have already surfaced around her operation. In August 2026, The Nation reported that she had raised the alarm over accounts impersonating her platform on social media and attempting to obtain payments from users.

“The issue shows how important identity protection is when a creator’s public profile is closely tied to a digital service,” she said. “In matchmaking, participants may share personal information, speak with potential partners or make payments. Verification and transparency are essential.”

The Jay Foundation adds another dimension to her work, combining relationship content, live digital matchmaking and community support. The development also reflects a wider shift in the African creator economy, where some creators are moving beyond content production into specialised services and community initiatives.

Amadi said the long-term impact of the foundation would depend on sustained documentation and delivery.

“We are still building,” she said. “The goal is to support people in the community who need help while keeping the matchmaking space safe and transparent.”