Seeking.com

Seeking.com
Type of site
Online dating service
Social network service
Available inEnglish, Spanish, Mandarin, French, German, Portuguese, Dutch, Japanese
OwnerBrandon Wade
RevenueUS$40,000,000 (2016)[1]
URLseeking.com
CommercialYes
RegistrationYes
Users46,000,000+ (2024)[2]
Launched2006
Current statusActive

Seeking.com (formerly known as SeekingArrangement)[3] is an American online dating service[4] founded by Brandon Wade in San Francisco, California, in 2006.

Wade currently serves as CEO of the company alongside his wife, co-CEO Dana Rosewall, whom he met on the site in 2020. [5]

History

Seeking.com was founded as SeekingArrangement.com in 2006 by Brandon Wade, who was born in Singapore and later moved to the U.S. to attend the Massachusetts Institute of Technology.[1][6]

By 2009, the website reported more than 300,000 registered members and had an active blog in which users debated different subjects related to sugar dating.[4]

When the 2012 Republican National Convention took place in Tampa Bay, Florida, the website saw a 25.9% increase of site users stemming from this geographic area. This increase translates to the average of 1,823 daily users increasing to 2,295 accessing the site at this reported time.[7] According to The Huffington Post, among the 200,000 Sugar Daddy users, 42.1% reportedly identify as Republicans and 34.9% as Democrats.[7]

In October 2013, the website had a surge in registrations during the U.S. federal government shutdown.[8]

In 2016, American entrepreneur and part of the UK series, "Dragon's Den", Doug Richard admitted to consensual sexual activity with a minor he met through SeekingArrangement, believing her to be 17 at the time. [9] The court heard that the minor in question told Richard on a number of occasions that she was 17.[10] On January 29, 2016, Richard was cleared of all charges brought against him by a unanimous jury decision.[11]

By 2016, the website reported having five million members and that it generated nearly US$40,000,000 in revenue each year.[1]

In 2021, the company began encouraging users to focus more on finding long-term relationships.[12] By February 2022, the website had completed a rebrand to Seeking.com to reposition the site as a luxury dating service.

In June 2022, the website's founder Wade stepped down as CEO and was succeeded by Ruben Buell, who served as CEO of Reflex Media, the company that maintains Seeking.com and several other similar websites.[13] During Buell’s two year tenure as CEO, Wade remained a strategic advisor to the company. [14]

In June 2024, Wade returned to Seeking as co-CEO alongside his wife Dana, who brought a female perspective to the company’s leadership, including the priority to encourage meaningful relationships. [15]

College users

In 2010, the website began offering free Premium Memberships to students who registered using their university email addresses.[16] By January 2013, the website reported 2 million users, of which 44 percent were college students after seeing a significant increase in college students registering for the site compared to the previous year.[17]

In 2014, over 1.4 million students were registered on the website.[18] Requests from Sugar Babies varied from assistance with college expenses to monthly allowances for living expenses.[19]

In 2015, SeekingArrangement released a list of the top 20 colleges attended by women using the website as sugar babies. The number one university on the list was the University of Texas. Other information on sugar babies was also provided such as the average allowance and a breakdown of what women spent it on.

Operations

The company's business model is based on a membership system. Members are able to register for site services free of charge, which provides them with a limited number of messages. Members have the option to purchase credits for expanded messaging privileges on either a monthly or annual basis with Premium and Diamond Memberships.[20] The website is used in more 130 countries and includes versions of the interface in eight languages.[2][21] The company headquarters is presently located in Las Vegas, Nevada. There are additional offices located in Ukraine and Singapore.

References

  1. ^ a b c Chung, Frank (May 2, 2016). "Seeking Arrangement: How shy Brandon Wade became the Sugar Daddy king". News.com.au. Retrieved July 15, 2022.
  2. ^ a b "About Us | Learn More About Dating Up on Seeking.com". Seeking.com. Archived from the original on April 7, 2024. Retrieved April 19, 2024.
  3. ^ "We're All a Bunch of Gold Diggers, New Survey Says". MEL Magazine. April 22, 2022. Retrieved July 15, 2022.
  4. ^ a b Padawer, Ruth (April 10, 2009). "Making It Easy for "Sugar Daddies" to Connect With "Sugar Babies"". The New York Times. Retrieved July 15, 2022.
  5. ^ "Seeking: How a sugar baby dating site underwent a drastic transformation with new Gen Z boss | indy100". www.indy100.com. Retrieved August 20, 2025.
  6. ^ Koppel, Nathan (August 17, 2011). "A Q&A With Brandon Wade, Mr. Sugar Daddy". Wall Street Journal. ISSN 0099-9660. Retrieved December 21, 2012.
  7. ^ a b Gray, Emma (September 5, 2012). "Sugar Daddy RNC? SeekingArrangement.com Claims Traffic Boost From Republican Convention". Huffington Post.
  8. ^ Hu, Elise (October 5, 2013). "U.S. Shutdown May Be Driving Traffic To 'Sugar Daddy' Sites". NPR. Retrieved July 15, 2022.
  9. ^ "Dragons' Den star 'paid for sex with 13-year-old girl'". BBC News. January 25, 2016. Retrieved August 20, 2025.
  10. ^ "Dragons' Den star 'paid for sex with 13-year-old girl'". BBC News. January 25, 2016. Retrieved January 26, 2016.
  11. ^ Cheston, Paul (January 29, 2016). "Doug Richard trial: Former Dragons' Den star who slept with girl, 13, cleared of sex offences". London Evening Standard.
  12. ^ "Seeking: How a sugar baby dating site underwent a drastic transformation with new Gen Z boss | indy100". www.indy100.com. Retrieved August 20, 2025.
  13. ^ Medal, Andrew (June 28, 2022). "Action and Ambition: Ruben Buell On Utilizing Technology To Create Flexibility and Solve Real-World Problems". Entrepreneur. Retrieved July 15, 2022.
  14. ^ SeekingArrangement (June 9, 2022). "SEEKING.COM AND REFLEX MEDIA CEO BRANDON WADE STEPPING DOWN". GlobeNewswire News Room. Retrieved August 20, 2025.
  15. ^ "Seeking: How a sugar baby dating site underwent a drastic transformation with new Gen Z boss | indy100". www.indy100.com. Retrieved August 20, 2025.
  16. ^ Motz, Tracy (February 9, 2014). "Sugar daddy website has coeds justifying prostitution". New York Post. Retrieved February 24, 2015.
  17. ^ Waldron, Ben (January 17, 2013). "Economy May Be Fueling 'Sugar Daddy' Business, Site Suggests". ABC News. Retrieved July 15, 2022.
  18. ^ Maimann, Kevin (January 27, 2015). "As education costs rise, students seek out 'sugar daddies'". melfortjournal.com. Retrieved February 25, 2015.
  19. ^ Goldberg, Stephanie (February 26, 2013). "College 'sugar babies' date for cash". CNN. Retrieved July 22, 2022.
  20. ^ Berliet, Melanie (May 2010). "Desperately Sugar Daddies". Vanity Fair.
  21. ^ "Bottom of Page Language LIst". SeekingArrangement. Retrieved February 25, 2015.
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