CEO pledges a rebrand to the dating app after finding love

Brandon Wade, Chief Executive Officer,

Seeking, a global upscale dating website, announced a major rebrand. What started a hub for finding authentic connections based on success-minded interests has become amiss over the years, with the phrase “sugar dating” taking on a more negative, transactional connotation.

Through this rebrand, Seeking will ditch the sugar, relaunching as the largest platform for like-minded individuals looking to date up and forge relationships on their own terms.’s CEO love story is now a yardstick

Like most changes, it starts at the top, with the evolution of Seeking mirroring CEO Brandon Wade’s personal journey. Despite three failed marriages (and a pledge to never marry again), Brandon found his soulmate on his site, and is now empowered to help Seeking’s 36 million users find their match – whether that’s for travel, adventure, or even love.

In fact, Brandon is so confident in the connection he has found, that he will be getting married this spring and is legally waiving his right to divorce. “When I started Seeking in 2006, my dating life flourished. I was arrogant and openly embraced non-monogamy.” said Brandon.

“But everything changed when I met my soulmate Dana. The evolution of Seeking now reflects my personal journey. Once the world’s largest sugar dating site, Seeking is the place to find great connections, honesty and relationships on your own terms.”

As Seeking continues to grow, so do the brand’s social responsibility efforts, and its unmatched commitment to keeping its community safe on and offline.

Seeking’s strategic partnerships

Seeking has partnered with UrSafe, FreedomLight to make dating safer and work to prevent sex trafficking, while offering background check verifications for users, two-factor authentication to safeguard information and a dedicated 24-hour customer service.

Furthermore, the security team uses both AI and human-in-the-loop (humans using AI) technology, in addition to state-of-the-art protection and security monitoring of all profiles.

With the site overseeing more than 2.5 million pieces of content daily, Seeking offers the most sophisticated dating bot detection on the market.

Beyond these efforts, Seeking increased its push for education by launching three content initiatives, ensuring its users are educated on how to date, act and treat others with respect.

The strategy includes the Modern Partner Series, safe dating blogs, and extensive social platform development, including; TikTok, YouTube, Instagram, Facebook, & Twitter.


With more than 36 million members worldwide, creates a community where singles are empowered to date up and find relationships on their terms, encouraging upfront and honest communication for an elevated dating experience. Seeking is where attractive and successful people upgrade their lifestyles through open and honest relationships.