New entrant my Lovely goes live on Friday, with a business proposition aimed at those over 50s.Matt Connolly conceived the idea of the website to dispel the stigma and solve a problem presented to him around the Sunday lunch table.His single mother asked him why he couldn't help her find her knight in shining armour, and so he literally went about it.After stepping away from his digital agency and exploring business ideas which were both scalable and had a level of integrity, Matt tells me he started to explore the world of dating for the over 50s in a serious way.But then it gets you thinking: You're single, too — what could be so bad about a casual night in bed with someone you like but don't love?For 50-plus types unwilling to walk — possibly rewalk — the path that leads to romance, rings and relocation, the prospect of a "friend with benefits" is looking less and less like a millennial indulgence.I’ve met many charming men who have been very nice to me.
Many older divorced or widowed men and women are in the same boat. You're probably not desperate enough to stalk your neighbors, or to go looking for friends with benefits in all the wrong places (bars come to mind).
The 50-plus generation find there are still many of the same stigmas associated with meeting people online as there are for younger generations. These are the same questions going through first dates' heads, no matter their age.
Will I need my friend to ring half way through with an 'excuse' for me to leave promptly?
According to a You Gov Survey last year, one in five relationships in the UK now start online, with UK singles contributing almost £3.4bn annually to the economy in their search for a partner.
With some 5.8m people over 45 living alone and some 1.7m women over 65 who are widowed in the UK, online dating for the over-50s has become big business.