Adultery website seeks like-minded investors for coming-out party

Thu Apr 16, 2015 2:04am EDT
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By Aashika Jain

(Reuters) - Ashley Madison, an online dating agency for cheating spouses, is betting on Europe's "laissez faire" attitude to extramarital affairs to succeed in London where it failed in North America.

The website's Canadian parent plans to raise up to $200 million by listing its shares in London this year, five years after a lack of investor appetite caused it to pull an attempt to list at home.

"In Europe, we have simply got a more laissez faire attitude towards a business such as ours," Christoph Kraemer, director of international relations for Ashley Madison, told Reuters on Wednesday.

With more than 34 million members worldwide, Ashley Madison claims to be the world's second-largest dating website. Only, owned by media mogul Barry Diller's IAC/InterActive Corp IACI.O, is bigger.

Avid Life Media, the parent company of Ashley Madison and websites such as and, values itself at $1 billion. It reported revenue of $115 million in 2014, up 45 percent from the preceding year.

The plan to list in London was first reported by Bloomberg.

The company plans to launch its services in Russia, Ukraine and the Baltic states in late May or June, Kraemer told Reuters. Membership is growing quickest in India, South Korea and Japan.

Visitors to Ashley Madison's website - tagline "Life is short. Have an affair" - are greeted by a blonde woman, eyes out of shot and extending her finger across her lips in a shushing gesture. She is wearing what appears to be a wedding ring.   Continued...

Ashley Madison founder Noel Biderman demonstrates his website on a tablet computer during an interview in Hong Kong, August 28, 2013. REUTERS/Bobby Yip