Reports Increase In Users has reported a 48% increase in members from the UK that are looking to meet a sugar daddy.

The site describes itself as ‘a high quality dating site for attractive single women and successful men who have financial security and confidence’.

The cost of living crisis is the key suspect for the sudden spike in interest in the site.  “With the cost of living on the rise and inflation threatening to go beyond the peak in May, is seeing evidence that people are becoming more open-minded and inventive in their approach to retain and even improve their lifestyle,” said a spokesperson from the site.

The website commonly gets a spike of new users during the New Year period but the growth has been consistent over the past 8 months. A spokesman for said: “We always see an upturn in members joining around the New Year period, but this current growth trend is far higher than our predictions.” surveyed new members and found that financial security was a key factor whilst looking for a new partner. “The results leave no question that people are joining to meet a successful person whose life circumstances are less affected by the current economic conditions. It’s recession-proof dating,” said the spokesperson.

The research carried out by the website also showed that:

  • 72% of people said they had experienced or are experiencing financial challenges as a result of inflation.
  • When asked why they joined, 68% of people who joined said they did so to find a partner with financial stability.
  • Asked if financial status before now had been important when looking for a partner, 87% said they would not normally prioritise the financial position of a potential partner but are doing so now because of the financial climate.
  • Other qualities still matter though with the usual suspects like sense of humour, honesty, ambition and independence all being high on people’s wish list. A staggering 87% of new members said a prosperous financial position mattered while 59% cited looks and attractiveness as most important.