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.

what they did: 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. Our response is all about these simple, special connections. This positioning differentiates from competitors who trade off features like the most intelligent algorithm, or just pure volume of users.

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