Cupid plc was the owner and operator of multiple high-volume online dating websites, covering the range from mainstream to niche audiences.

Founded in 2005 by Bill Dobbie and Max Polyakov, the company was originally made up of a range of dating websites operated from an off-shore base.

In 2006, Polyakov and Dobbie acquired the EasyDate business and brand to complement and serve as an umbrella for their network of sites, which had been experiencing a steady growth in user base.

[4] This success, and the desire to fund further growth, prompted the company to become listed in the Alternative Investment Market of the London Stock Exchange (AIM).

The fresh capital brought about by the listing enabled the company to perform some strategic acquisitions in markets where it had detected potential, like France, Germany, the US, and Brazil.

On 24 July 2012, Cupid plc announced that it had acquired the French dating site Assistance Genie Logiciel (AGL) for the sum of €3.7 million.

Björn and Benjamin Bak, founders of German dating application Lovoo, and twelve members of their staff were arrested and accused of commercial deception because of using similar scheme.

[citation needed] Cupid's business can be split into two main areas: mainstream dating websites, aimed at the general public with some level of differentiation between them (for example, Cupid.com is aimed at people looking for a steady partner in a more long-term relationship, whereas BeNaughty.com is geared towards users looking for more casual dating); and niche websites, where the whole concept fundamentally hinges on the users looking for partners of a similar background and tastes.

In Summer 2013, the company sold part of its 'casual dating business' to Grendall Investment Limited, controlled by co-founder and shareholder of Cupid plc Max Polyakov.