Lavalife launches site for boomers

The popular online dating site has evidently discovered that life after youth actually exists.

Yesterday, Lavalife launched one of the world’s first social networking and personals websites designed exclusively for baby boomers. Dubbed ‘lavalifePRIME,’ it offers a customizable mix of features designed to appeal to Canadian, American and Australian singles aged 45 and up.

The new site and services claim to address ‘the unique interests of mature singles, which significantly differ from those of singles in their 20s and 30s,’ and enable members to connect for a variety of reasons – to seek travel companions, for example. Content includes feature articles on various topics, as well as tips about current trends.

Why did Lavalife broaden its scope? ‘There are more than 85 million baby boomers in the United States and Canada alone,’ said its CEO, Marina Glogovac, in a release. ‘We did extensive research that confirmed that boomers are tired of competing on mainstream dating sites, where users are much younger and the emphasis is primarily on looks. This group of mature singles is seeking a place not only to connect with other like-minded singles, but also to uncover important life information, explore new interests, exchange ideas and maximize their busy lifestyles.’

Use of lavalifePRIME is free for the next few weeks, and new members can register online for a chance to win a getaway to Sun Village Resort & Spa in the Dominican Republic. Its New York city HQ is handling queries from Canadian marketers interested in advertising opps on the new site.

Founded in 1987, Lavalife has more than 600,000 active members, who exchange 1.3 million messages daily.