Dating Direct launches Affinity site for long-term relationships

LONDON - Dating Direct, the online dating service, is launching, a site which uses online psychometric testing and a professional coaching team to help single people find a serious long-term relationship.

The site offers members a free psychometric "affinity test", online coaching from psychologists and relationship experts, and access to a dedicated relationships hotline.

The affinity test is designed to allow each member to discover more about their own personality and who their ideal partner should be. analyses the data using 71 different criteria to recommend potential partners, deemed to be highly compatible.

The three key areas analysed are:

  • System of values -- what users believe in and what matters most to them.
  • Outlook on life -- users' views on relationships and life.
  • Personality -- personal traits and how users interact with others.

Members can choose their own compatibility settings and will be emailed matches on a regular basis through

Users can decide on their own level of anonymity and only need to reveal their photos to members who interest them.

The service also offers members professional relationship advice and guidance through online coaching videos and advice columns from a team of psychologists and dating experts.

These features and columns are updated on a monthly basis and members are encouraged to request what topics they would like covered.

If members would rather receive one-to-one advice they can email or call the relationships hotline.

Alistair Shrimpton, managing director of Dating Direct, said: "Thousands of our members asked us to develop a new online service whereby only highly compatible singles are presented to them.

"We have combined our technological excellence with ground breaking psychological testing and called it"

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