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Globally, one in five relationships now starts online and the media is full of stories describing happy marriages which started with the click of a mouse.

Looking at it from a financial perspective, its estimated that globally the industry is worth more than £2bn.

“There's (also) the issue that the people who sign up to your site are visible across potentially hundreds of other sites, and that just doesn't feel right.

If I join a niche dating site.” Connolly decided to take the expensive option of building the technology from scratch. “We want to positively impact the lives of people first and foremost.” Rise of the tailored dating sites Niche’s like Connolly’s are a growing trend – among some of the better known are JDate, which focuses on Jewish singletons, Asiand8 and Muslim & Single.

As a result, the last 12 months have been very successful, seeing increases in revenue of over 300%.” Many use sites like White Label to provide a generic software platform to take care of payment processing and customer support, freeing up time to focus on driving traffic to websites.

However, anyone thinking of joining the industry now had better be prepared for a fiercely competitive market.

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And sugar daddies or sugar babies tend to be in the dating pool for long periods of time,” he added.“It’s traditionally a time for people to reassess their life priorities, meaning that relationships are front of mind, “ he told Huff Post UK.Other website owners have sought to diversify beyond the UK market to help keep the margins looking healthy.“The latter will find it increasingly tough going forward because they cannot match the investment in technology and resources that the larger sites can to keep their sites at the forefront.White labeling can erode many of those problems, although some believe following that path can make your brand feel “soulless”.

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