The brand also needed to reflect its premium positioning and be appropriate for a discerning, international audience.We defined Soulmates as a place where like-minded people who share similar passions, pastimes, quirks and irks, connect over the stuff that makes them, them.The Trust was created in 1936 "to secure the financial and editorial independence of The Guardian in perpetuity and to safeguard the journalistic freedom and liberal values of The Guardian free from commercial or political interference." The Scott Trust became a limited company in 2008, with a constitution to maintain the same protections for The Guardian.Profits are reinvested in journalism rather than to the benefit of an owner or shareholders.
It will probably come as no surprise to you that this dating site is dominated by Guardian readers, whom according the Guardians own readers profile are: affluent, food and drink aficionados, well-traveled and finance-savvy.
Members on the site are seeking a mix of friendship, relationships, and casual affairs.
But the numbers definitely fall in favour of those seeking relationships for the longer term.
Soulmates is one of the UK’s longest running online dating brands and is a flagship commercial business of the Guardian.
A premium paid-for product, Soulmates sits within a busy, highly competitive market, appealing to a progressive, metropolitan audience.