WhiteLabelDating founder says: “Recession doubled my business”

WhiteLabelDating does exactly what it says on the tin: it provides a white label dating platform for a host of brands. "We do everything," says entrepreneur Ross Williams. "We cover the development, the payment processing, the customer management. The brand just has to market their site and draw traffic." 

Williams’ portfoilo of brands is impressive. FHM, Cosmo, Men’s Health and Bizarre magazine all use the platform to allow their readers to find love online.

"We’ve seen enquiries double since the recession started," says Williams. "It’s a win,win opportunity for online brands. We do a 50/50 split of the revenue, but there’s no risk and no upfront costs for the company and they are all but guaranteed an extra £20,000 in revenue per month. That’s an invaluable boost for cashflow in these times."

Turnover this year doubled to £25m. And Williams’ is expecting a further 100 per cent growth this year. "We have an advantage over other dating sites," he says. "Most dating site users will sign up to more than one site. A business like Match only has Match.com to generate revenue. WhiteLabeldating has hundreds. If a user signs up to three dating sites, they could easily all be run by us, so we get triple the subscription fees."

The online dating industry was worth £75m last year. According to Mintel, that figure rose to £85m this year and will rise even further in 2010, hitting £100m in the UK.

Williams says, "Around 76 per cent of Britons have never used a dating site before. That’s a huge untapped market. We currently own one third of the market over here but there’s definitely scope to grow further."

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