In Britain today, dating begins with a download. As face-to-face introductions decline, online platforms have become the primary route to romantic connection. One in three relationships now starts online, and for many, swiping has replaced small talk.
Yet behind the convenience lies complexity. With hundreds of apps vying for attention, the line between connection and commodification has blurred. Some platforms promise compatibility through algorithms; others trade in volume and visibility. Users are left navigating not just potential partners — but opaque pricing, fake profiles, and uneven safety standards.
This report examines the state of online dating in the UK: which platforms deliver, which disappoint, and what users should know before they tap “Download.”
Breeze — Minimal Chat, Maximum Intent
Born in the Netherlands and now quietly gaining traction in London, Breeze flips the dating script: no endless messaging, no ghosting. Each evening, the app sends a curated handful of profiles. When two users match, they don’t chat — they book a date. Breeze selects a venue, schedules the meeting, and charges a £9.50 deposit to reduce no-shows.
Strengths:
- Eliminates “chat fatigue” by prioritising offline connection.
- Encourages serious intent through financial commitment.
- Partner bars briefed on Breeze dates, enhancing safety.
Weaknesses:
- Limited to select UK cities (primarily London).
- Little user control over date time or venue.
- Daily match limit may frustrate impatient users.
Best for: Urban daters seeking low-effort, high-intent offline dates.
HER — Dating & Community for LGBTQ+ Women
More than just a dating app, HER is a hybrid space: part matchmaking, part social network. Designed for lesbian, bisexual, and queer women (as well as non-binary and gender non-conforming users), it combines dating features with community groups, event listings, and a built-in feed.
Strengths:
- Safe, inclusive space with clear LGBTQ+ focus.
- Strong community aspect: events, discussions, identity filters.
- Transparent privacy policy; users can request data deletion.
Weaknesses:
- Smaller user base compared to mainstream apps.
- High subscription cost for premium features.
- Some reports of technical issues and inactive profiles.
Best for: Queer women and non-binary people seeking more than just swipes — community, connection, and shared values.
SilverSingles — For Over-50s Seeking Serious Connection
Aimed at users aged 50 and over, SilverSingles offers a curated experience for those seeking meaningful relationships later in life. Built around a detailed personality test, the platform prioritises compatibility over immediacy, limiting daily matches to encourage thoughtful interaction.
Strengths:
- Specifically tailored for mature daters.
- Emphasis on personality-based matching.
- Clean, simplified interface with minimal distractions.
Weaknesses:
- Limited number of daily matches may feel restrictive.
- Premium subscription required for most features.
- Some users report geographic mismatches and inactive accounts.
Best for: Over-50s who value substance over speed — and who don’t mind paying for a more focused experience.
Feeld — For the Open-Minded and the Curious
Originally launched as a dating app for threesomes, Feeld has evolved into a broader space for people exploring non-traditional relationships — from polyamory and kink to fluid gender and sexual identities. With over 20 gender and sexuality options, it offers unmatched flexibility.
Strengths:
- Inclusive and sex-positive, with a respectful user base.
- Unique features like couple profiles and group chats.
- Emphasis on consent, desire, and openness.
Weaknesses:
- Limited user density outside major cities.
- Technical issues and verification delays reported.
- Interface can feel clunky and unintuitive.
Best for: Individuals and couples seeking ethical non-monogamy or alternative relationship dynamics.
EliteSingles — Dating for the Ambitious
Targeted at career-driven singles, EliteSingles appeals to professionals aged 30+ who are looking for long-term relationships. Over 80% of its UK user base holds a university degree. The platform uses a personality assessment to deliver a curated set of matches each day.
Strengths:
- Focus on education, ambition, and serious intent.
- Fraud detection systems and profile checks enhance safety.
- Clean design with strong moderation standards.
Weaknesses:
- Limited daily matches can feel slow-paced.
- Premium plans are expensive and essential for full use.
- Some users report a lack of geographic diversity in matches.
Best for: Professionals who prefer quality over quantity — and don’t mind investing time (and money) in the process.
OurTime — Dating Designed for the Over-50s
Part of the Match Group, OurTime caters specifically to singles aged 50 and over, offering a simple, age-appropriate interface and community-focused features. It encourages both romantic and platonic connections, and often hosts offline events to help members meet face-to-face.
Strengths:
- Tailored design and tone for mature users.
- Events and in-person meetups support real-world connections.
- Profiles may be shared across sister platforms for greater visibility.
Weaknesses:
- Frequent complaints about fake profiles and scammers.
- Customer support and billing practices receive poor reviews.
- Premium membership required for most meaningful interactions.
Best for: Older users new to online dating who value in-person interaction and a slower, more deliberate pace.
OkCupid — Where Values and Algorithms Meet
Founded on the premise that compatibility is more than attraction, OkCupid uses detailed questionnaires to generate nuanced match scores. With over 20 gender identities and relationship types supported, it remains one of the most inclusive mainstream platforms on the market.
Strengths:
- Extensive profile customisation and matching based on values.
- One of the best free versions — messaging is unlocked by mutual likes.
- Inclusive of diverse identities, orientations, and relationship structures.
Weaknesses:
- Cluttered interface and frequent ads on the free tier.
- Some UK users report inactive or distant matches.
- Premium features unlock deeper filters, but can be expensive.
Best for: Those who want to date based on politics, ethics, and compatibility — not just looks.
Match.com — The Veteran of Serious Online Dating
Launched in the 1990s, Match.com is one of the oldest players in the online dating space — and still relevant. It targets singles looking for serious, long-term relationships, with a strong UK presence and a broad age range among users.
Strengths:
- Comprehensive profiles and powerful search filters.
- Organises singles events across the UK.
- Features like “Zen Mode” and “Incognito” allow for selective engagement.
Weaknesses:
- Most features hidden behind a paywall.
- Users report inconsistent customer service and billing issues.
- Interface feels dated compared to newer competitors.
Best for: Daters in their 30s and 40s seeking long-term connections, especially outside major urban centres.
eHarmony — Compatibility Meets Commitment
With its in-depth compatibility quiz and data-driven matchmaking model, eHarmony has built a reputation as the go-to platform for those seeking marriage or long-term partnerships. It’s particularly popular among users aged 30+, including a significant over-50 demographic.
Strengths:
- Psychological matching system built on decades of research.
- High reported success rates for long-term relationships and marriage.
- Strong safety protocols and 24/7 moderation team.
Weaknesses:
- Expensive subscription plans, especially for shorter terms.
- Lengthy sign-up process may deter casual users.
- UK reviews cite billing issues and lack of matches in rural areas.
Best for: Users with a clear goal of commitment — and the patience to go through the process.
Hinge — “Designed to Be Deleted”
Hinge positions itself as the anti-swipe app — a platform built for meaningful conversation and long-term relationships. With detailed prompts, voice notes, and interaction-driven matching, it’s especially popular among millennials and Gen Z looking for something real.
Strengths:
- Encourages personality-driven profiles and engagement.
- Free version allows meaningful interaction without paywalls.
- “We Met” feature helps refine matchmaking via user feedback.
Weaknesses:
- Daily like limit on the free tier.
- Some users report difficulty maintaining conversations or getting dates.
- Paid features (HingeX) can be pricey and of unclear value.
Best for: Younger adults who want more substance than swiping — without necessarily committing to a subscription.
