Capital cupid dating

The business model varies slightly depending on the website.

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A year later, in May 2011, the company boasted 23 million members in 39 countries.

This success, and the desire to fund further growth, prompted the company to become listed in the Alternative Investment Market of the London Stock Exchange (AIM).

The company stated that its auditors KPMG had found 'no evidence of a company organised practice of staff enticing registered members to subscribe through the use of fake profiles'.

Nevertheless, Cupid recognized that existing staff profiles 'were not clearly identifiable' to users and said it had replaced the motivation teams with dating advisors.

For example, in December 2010, the company announced a product in conjunction with Whats On (a theatre review and ticket sales website).

The result of this collaboration was Theatre Date.com, a niche site aimed at theatre lovers which combined Cupid's expertise in delivering a solid online dating service with Whats On Stage.com's experience catering to theatre enthusiasts and the general theatre going public.

Also in 2012 Cupid acquired Uniform Dating, a niche website aimed at uniformed services personnel such as firefighters, nurses, armed forces and police.

In February 2013, the company was the subject of BBC Radio 5live Investigates programme.

Cupid plc was the owner and operator of multiple high-volume online dating websites, covering the range from mainstream to niche audiences.

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