LAVALIFE INTRODUCES NEW ONLINE PERSONALS & SOCIAL NETWORKING SITE FOR BABY BOOMERS

Toronto, Ontario, May 30, 2007 – Mature, confident, fun-loving single Baby Boomers seek modern day online dating site that actually caters to the 45+ age group. Lavalife, a leading provider of products and services designed for singles, announced today the launch of new lavalifePRIME, an evolution in online dating and one of the first-ever sites exclusively for mature singles age 45 and over – http://PRIME.lavalife.com. The new lavalifePRIME, designed exclusively with socially active 45+ singles in mind, offers a mix of online dating and social networking that allows members to have a customized experience that reflects their life stages, interests and attitudes. And lavalifePRIME is FREE for a limited time while in BETA or testing mode!

LavalifePRIME isn’t your typical online dating website. But then again, Boomers aren’t your typical online daters, as this age group is living younger and more actively than ever. Would it surprise you to know that almost half of single Boomers who are actively dating have sex more than once a week? And that most of these Boomers are meeting new people and dating frequently without ever giving marriage a second thought? Boomers today are traveling more frequently, and according to recent studies are looking for more adventurous travel than their parents. They are interested in exploring new activities, relationships and important information that enhances their already active and fulfilling lives.

With features that go far beyond most online dating sites, lavalifePRIME is designed to address the unique interests of mature singles, which significantly differ from those of singles in their 20s and 30s. The new site allows members to connect with both men and women for a variety of reasons, and unique, in-depth member profiles allow singles to get a feel for the “whole” person. Whether Boomers are starting a new chapter in their lives or rewriting the book altogether, lavalifePRIME is a community that offers something for all types of mature singles - a place to explore relationships and friendships, as well as seek out travel companions, activity partners, and information on the latest trends, tips and feature articles. The site also includes forums on a wide variety of topics where members can discuss anything from how to fight aging to the meaning of life.

“There are more than 85 million Baby Boomers in the United States and Canada, according to recent research, and this particular group of singles is looking for something quite unique,” said Marina Glogovac, Lavalife’s Chief Executive Officer. “As we created lavalifePRIME, we did extensive research that confirmed that Boomers are tired of competing on mainstream dating sites where the overall 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 to maximize their busy lifestyles.”

Glogovac added, “The majority of Boomers are extremely Internet-savvy and living very socially and sexually active lifestyles. Unlike many younger singles in today’s dating world, single Boomers have typically had a broad range of relationship experiences and are not neccessarily dating with only marriage in mind. They tell us they want to seek out new friendships and relationships, explore new horizons and meet interesting new people who enhance their life experiences. lavalifePRIME is about offering singles in the 45+ generation a community designed specifically for them to connect with other like-minded singles who are at the same place in life.”

A few interesting statistics on single Boomers:

• 30% of Boomers are single
• 70% of Boomers are internet savvy*
• 70% of single Boomers are dating regularly*
• Of those, 45% of men and 48% of women have sexual intercourse more than once per week*
• Only 14% of Boomer women and 22% of Boomer men are looking to get married or live with someone.* (For the younger groups these numbers are a significantly higher, ie. ages 30-39, 60%.)

On lavalifePRIME, mature singles can use the unique, in-depth profile format to set up a member profile that showcases who they are and what they are looking for. Members can also post unlimited photos, send messages, chat with other members in discussion groups, access relevant news and information, upload their favorite music, share family stories and photos, and much more! Boomers new to online personals and social networking can take a 5 minute tour on lavalifePRIME that will show them what to do to get started. The site is totally FREE for a limited time while in BETA or testing mode, and getting started is simple and only takes a few minutes.

For more information, or to try lavalifePRIME for FREE for a limited time, visit http://PRIME.lavalife.com. New members can register on the site for a chance to win an all-inclusive getaway to fabulous Sun Village Resort & Spa, Cofresi Beach in the Dominican Republic!

About lavalifePRIME
lavalifePRIME is one of the world’s first personals and social networking websites designed exclusively for singles 45+. lavalifePRIME is one of the products of Lavalife Corp., a leading provider of products and services designed for singles. Lavalife connects, engages and entertains through a variety of web, voice and mobile offerings. Founded in 1987, Lavalife Corp. markets its products and services across the United States, Canada and Australia. Lavalife has attracted millions of unique members who exchange 1.3 million messages every day. For more information, visit http://PRIME.lavalife.com or http://www.lavalife.com.

* AARP Study – American Association of Retired People

Editor’s Note: Interviews and hi-res images available.