A year later, in May 2011, the company boasted 23 million members in 39 countries.
This success, and the desire to fund further growth, prompted the company to become listed in the Alternative Investment Market of the London Stock Exchange (AIM).
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.
Cupid's business can be split into two main areas: mainstream dating websites, aimed at the general public with some level of differentiation between them (for example, is aimed at people looking for a steady partner in a more long-term relationship, whereas Be is geared towards users looking for more casual dating); and niche websites, where the whole concept fundamentally hinges on the users looking for partners of a similar background and tastes.
Upon admission, the company had an approximate market capitalisation of £45 million.
The fresh capital brought about by the listing enabled the company to perform some strategic acquisitions in markets where it had detected potential, like France, Germany, the US, and Brazil.
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.in December 2014 and is no longer involved in online dating.The company had been trading as Easy Date since 2006, when it acquired the 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.The company stated that its auditors KPMG had found 'no evidence of a company organised practice of staff enticing registered members to subscribe through the use of fake profiles'.