lavalifePRIME INTRODUCES NEW FEATURES EXCLUSIVELY FOR SINGLE BOOMERS

Toronto, Ontario, July 11, 2007 ¡V What do skydiving, cooking school in Italy and U2 have in common? They are all passions of members who have joined the new website lavalifePRIME, which recently unveiled exciting new features for single Baby Boomers over the age of 45 to connect in new ways.

lavalifePRIME is a new site designed exclusively for Baby Boomers that blends social networking with online dating. Thousands of new members have joined since the launch this spring and are actively searching, chatting and connecting with other like-minded single Boomers, looking for everything from companionship, new relationships, networking opportunities and friends with whom to experience the adventures of life. The customized experience offered by lavalifePRIME is reflective of the mature, confident and fun-loving members¡¦ life stages, interests and attitudes.

The new lavalifePRIME offers more features for Boomers ¡V both the tech savvy and those just getting involved in online dating and social networking. In addition to browsing member profiles, sending unlimited email messages and checking out chat forums, members of lavalifePRIME can now:

„X Find Forum Chat Rooms directly on the home page, making it easier to pick up and become involved in interesting discussions and topics they care about.

„X Check out the new ¡§Life, Boomer Style¡¨ section on the home page, which features a collection of responses from member profile questions like ¡§What have you done in your life that you are most proud of?¡¨ or ¡§As an empty-nester, what advice would you give parents whose children are leaving home?¡¨ This new section makes it easier to connect with people who share similar interests.

„X Read new feature articles on the home page offering great tips, trends and information relevant to a mature lifestyle.

Other features on lavalifePRIME include the unique, in-depth profile format that allows members to get a feel for the ¡§whole¡¨ person rather than just a brief ¡§snapshot,¡¨ as well as unlimited posting of photos, video segments or music files. The site also offers members the ability to send messages, chat with other single Boomers in discussion groups, access relevant news and information, share family stories and photos and more!

Who is logging on to lavalifePRIME? A few Boomer statistics worth noting:

„X 30% of Boomers are single
„X 70% of Boomers are Internet savvy*
„X 70% of single Boomers are dating regularly*
o Of those, 45% of men and 48% of women have sexual intercourse more than once per week*
„X 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, i.e. ages 30-39, 60%).

Boomers today are jetting around the world and back, exploring new activities (sky diving anyone?), making many new friends and seeking information on the latest tips and trends. lavalifePRIME helps to share the experiences, enhancing our members¡¦ already active and fulfilling lives.

For more information, to take a 5-minute tour and 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.
* Source: AARP Study ¡V American Association of Retired People

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Editor¡¦s Note: Interviews and hi-res images available