New entrant my Lovely goes live on Friday, with a business proposition aimed at those over 50s.Matt Connolly conceived the idea of the website to dispel the stigma and solve a problem presented to him around the Sunday lunch table."Dating sites (usually) take their members' safety issues very seriously and make it easy for you to report any suspicious profiles or serious problems right away.
He signed himself up to a number of "senior dating" sites and interviewed hundreds of single men and women.
What he found was that even though this is one of the fastest growing demographics of single people, most would never consider online dating without their child's encouragement.
According to a You Gov Survey last year, one in five relationships in the UK now start online, with UK singles contributing almost £3.4bn annually to the economy in their search for a partner.
With some 5.8m people over 45 living alone and some 1.7m women over 65 who are widowed in the UK, online dating for the over-50s has become big business.
They estimate that 542 people get married every day in the USA having met on their website, accounting for nearly 5pc of new US marriages.