Casual dating group

Now a market leader in English-speaking countries, the Berkshire-based business turned over £44 million last year and employs 140.

Promiscuity is highly stigmatized in our culture and we often believe that promiscuous people are socially ostracized and lonely.

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Company owners Ross Williams and Steve Pammenter spotted the new trend after analysing their vast data bank and describe Something Serious as “the ultimate antidote” to the instant and transitory like-and-swipe dating culture on websites such as Tinder which although very popular are not for everyone.

“We noticed from user profiles and general feedback a growing number of people saying they wanted substance, a long term relationship and to find someone who wanted the same."They were not just looking for hook-ups and wanted to know what they were getting the moment they signed up.”The site, where a £15 a month half-year subscription is proving very popular, enables members to fill out detailed profiles and filters out those with different intentions.

“Reports of online dating scams have made people less trusting of free dating products,” adds operations director Pammenter, 43.“Something Serious has a higher price point so users can rest assured the site can afford to put stringent safety measures in place."It is very different from the ‘one size suits all’ approach common on more generic sites.

We believe that will attract both new and old online daters.”Venntro’s niche model, which has spawned sites and apps ranging from mature daters and single parents to Star Trek fans, ghost hunters and lovers of ginger hair, is being applied to Something Serious too which has versions for older users and single parents.

But while slut-shaming can be a serious problem and promiscuous people suffer more interpersonal discrimination and victimization, a new study shows they actually have more friends and feel less lonely.