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.
Nevertheless, Cupid recognized that existing staff profiles 'were not clearly identifiable' to users and said it had replaced the motivation teams with dating advisors.Because of this, it was under that name that it became initially listed in the markets (as Easy Date plc).However, in December 2010, as a result of pressure from easy Group founder Sir Stelios Haji-Ioannou, the company changed its name.The company quickly grew its user base – by 2007 they had their first million paying users, and a few years after that they hit an impressive 13 million paying users across all networks.By early March 2010, the user base was growing at a rate of 300,000 per month, and new products were succeeding in increasing these numbers and expanding the user base.Some of Cupid's main sites are: The business model varies slightly depending on the website.
In most cases, users can join for free – this gives them access to the website and allows them to browse the profiles of other users.
Founded in 2005 by Bill Dobbie and Max Polyakov, the company was originally made up of a range of dating websites operated from and off-shore base.
In 2006, Polyakov and Dobbie acquired the Easy Date business and brand to complement and serve as an umbrella for their network of sites, which had been experiencing a steady growth in user base.
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.
Björn and Benjamin Bak, founders of German dating application Lovoo, and twelve members of their staff were arrested and accused of commercial deception because of using similar scheme.