“Not every date will end in a relationship – but on Lavalife you’ll have a great time expanding your social circle.
We’re focusing on the journey as opposed to the end game.
“You’ve got casually driven sites like Plenty of Fish and Grindr, which feed the hook-up culture.
Then there are traditional sites like and e Harmony for people looking to get married. We target real people without the pressure,” says Alisa Civiero, who is overseeing the Lavalife relaunch project.
“The industry is realizing there’s a gap in the online dating model.Not everyone meets a match right away and they shouldn’t feel bad. We want to remove the pressure and make this a fun and enjoyable process.” In recent years, online dating has lost much of its stigma.