Ruby

About Ruby

Ruby Life Inc. operates as a global technology company focused on open-minded and discreet online dating services. Its portfolio includes several brands, with Ashley Madison being the flagship. Ashley Madison was founded in 2002 and is marketed towards individuals seeking extramarital connections, operating in over 50 countries. Other significant brands under the Ruby Life umbrella include Cougar Life, which connects older women with younger men, and Established Men.

The company, formerly known as Avid Life Media, was founded in 2007. The initial concept for Ashley Madison came from Noel Biderman, a Canadian internet entrepreneur and former sports attorney, who launched the site in 2001 after observing that a significant portion of online daters were already in relationships. Biderman served as the CEO of Avid Life Media, leading the company until his resignation in August 2015. This followed a major data breach where hackers, calling themselves The Impact Team, released the personal data of millions of users. The event led to significant reputational damage and a class-action lawsuit. Following the incident, the company underwent a major rebranding in July 2016, changing its name from Avid Life Media to Ruby Life Inc. and appointing new leadership to rebuild the company.

Ruby Life's business model is centered on a credit-based system. While joining is often free, users must purchase credits to communicate with others on the platform. The company generates revenue through these credit sales and, historically, offered a paid service to completely delete user data. Despite the 2015 data breach, the company has reported significant growth, hitting 75 million members by November 2021 and seeing a revenue jump in the U.S. market. The business primarily serves individuals, both attached and single, who are looking for discreet connections and non-traditional relationships.