Paul Keable, Ashley Madison’s chief strategy officer, smart dating details the company’s restructuring and new internal data that finds the majority of new users are single.
FIRST ON FOX— Controversial online dating service Ashley Madison, long known for catering to singles with the slogan “Life is short. Have sex,” is pulling its focus on infidelity and adultery as part of a major overhaul.
Ashley Madison has been the number one dating site for married people who want to cheat for more than 20 years, and this badass strategy helped the company thrive despite opposition to helping singles. But Ashley Madison has seen a dramatic change in recent years, and 57% of all new members are now single.
“That told us that people are coming to our site for a different reason, because of intelligence. So, today, Ashley Madison is shedding its adulterous past and introducing a new category of intelligent dating,” Ashley Madison Chief Strategy Officer Paul Keable told Fox News Digital.
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Ashley Madison, long known for feeding married people with the slogan “Life is short. Have relationships,” is ceasing focus on infidelity and adultery as part of a major overhaul. (Ashley Madison)
A key change in Ashley Madison’s business model is moving the stage away from “married dating” and will include a new tagline “Where Desire Meets Discretion.” Keable said the change reflects the company’s changing membership, as well as a changing culture that prioritizes transparency and privacy.
“We know people want a range of intimate connections. And finally, we’ve lived 20-plus years in a social media age where everything we’ve done has been curated and put online. And people are tired and fed up. More than 30% of online dating people don’t feel pressured to swipe and send messages, and they’re not getting the results they want,” Keable said.
“Worse, they have to go back to the office and people who are not interested in them see their profiles on these traditional dating apps and feel like it’s not the experience they want. So, people now come to Ashley Madison to connect with people for the same reasons, but in the end, we at Ashley Madison will not ask you about whether you are married or not,” “We will ask very little about your experience, except why you value understanding and being able to match with people you want to match because your business is ultimately yours and not someone else’s.”
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Ashley Madison is not just for people who want to have sex outside of marriage. (Ashley Madison)
A recent Ashley Madison member survey found that 49% of respondents said they wanted more relationships than the first during stressful times, indicating that the service is still fueling adultery. The same survey found that 41% of all member respondents believe that having multiple partners who offer a variety of positive qualities can help them better during a difficult time.
Keable is well aware that Ashley Madison has attracted “a lot of criticism” over the years but has long maintained that people will cheat whether the service is there or not. Regardless, he says the redesign is not done for moral or ethical reasons, but rather to serve your customers.
“This change we are taking is to see that people want to continue dating, they want to communicate, but under their own terms,” he said. “So, our choices are very narrow in terms of what we want. Our members tell us what they want and why they come to Ashley Madison.”
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Ashley Madison has seen a dramatic change in the last few years, as 57% of all new members are actually single. (Ashley Madison)
smart dating
Keable said the shift to “smart dating” is about meeting the expectations of members and creating an environment where they can date under their supervision without everyone watching.
“We’re launching a new marketing campaign called Blessed Are the Discreet, which truly celebrates those who want intimate communication on their own terms … not out of guilt or shame, but simply because of the idea that ‘my business is mine.’ And until you’re lucky enough to be invited to it, you have to wait outside,” said Keable.
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